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April 8, 2024
• BMW reinforces its commitment to ecological conservation with its third consecutive annual donation to the Liaohekou National Nature Reserve, aiming to enhance public awareness of biodiversity conservation.
• BMW launches the "BMW China Culture Journey - Grand Canal Project”, underscoring its dedication to safeguarding cultural heritage.
• BMW pledges 30 million over the next three years to the CEDF-BMW Warm Heart Fund to amplify its efforts in social welfare.
In early April, the Liaohekou National Nature Reserve brims with the vitality of spring. The tender green seepweed is thriving, and the reserve’s emblematic Black-headed Gulls returns in a majestic display. On April 8, BMW China announced its third consecutive annual donation to safeguard the biodiversity of Liaohekou. This announcement comes as part of a broader initiative to upgrade BMW’s corporate social responsibility strategy: launching the "BMW China Culture Journey - Grand Canal Project” to provide long-term support for the protection, promotion, and education of the Grand Canal culture, and committing 30 million over the next three years to the CEDF-BMW Warm Heart Fund for widespread social welfare efforts. Marking its 30-year presence in China, BMW is deepening the company's "At Home in China" philosophy with a series of concrete actions to create more tangible value for Chinese society.
Prioritizing Responsibility and Humanity with a Focus on Cultural Protection and Ecological Conservation
Sean Green, President and CEO of BMW Group Region China, said: " The auto industry's progress towards electrification and intelligent technologies aims to address the challenges climate change poses to mobility. Facing the challenge, the BMW Group takes it as an opportunity and introduces the Vision NEUE KLASSE which has made the direction of our core business clear: BMW aspires to be an 'lmpact Company’, making individual mobility more human, intelligent, and responsible."
The year 2024 marks the 30th anniversary of the BMW Group's presence in China and the 16th anniversary of the BMW Warm Heart Fund. In 2008, the BMW Warm Heart Fund became the first corporate public welfare fund in China's automotive industry. On this special occasion, BMW China reaffirms its partnership with the China Education Development Foundation, pledging a 30 million donation to the BMW Warm Heart Fund over the next three years. This commitment will support various public welfare activities, including educational support, cultural protection, and ecological preservation, widely engaging BMW’s extensive network of dealers, BMW warm-hearted owners, and associates, to create tangible value for Chinese society.
Dr. Franz Decker, President and CEO of BMW Brilliance Automotive Ltd., stated: "Being an exceptional enterprise extends beyond just sales and profits. At BMW Group sustainability is an essential part of our corporate strategy and it is much more than just being green or reducing the low-carbon footprint. We aim to achieve economic success, environmental protection, and social responsibility at the same time. BMW's longstanding focus to China's cultural and biodiversity conservation demonstrates our commitment of being part of the solution to society's key challenges. Our human-centric approach shows how we honour, appreciate, and cherish the culture and ecology of this beautiful homeland."
BMW's corporate social responsibility in China will focus on two key areas in the long term — “cultural protection” and “biodiversity conservation”.
Culture connects people, and by valuing cultural diversity, we can achieve “shared beauty”. For half a century, BMW has played an active role in bridging cultures globally as a corporate citizen. Through its efforts, BMW strives to foster understanding and respect among people from different backgrounds and perspectives, facilitating a harmonious coexistence and shared appreciation of various cultures.
In partnership with the Network of International Culturalink Entities and the China Education Development Foundation, BMW China has unveiled the “BMW China Culture Journey — Grand Canal Cultural Protection and Education Public Welfare Project”, affirming BMW's long-term commitment to the preservation, promotion, and education of the Grand Canal culture. The “BMW China Culture Journey”, first launched 18 years ago, is set to support the preservation of both tangible and intangible cultural heritage of the Grand Canal, as well as the promotion and education of its culture. Under this project, experts will be exploring cultural heritage along the canal to amplify its cultural resonance. The project also supports intangible cultural heritage inheritors selected to attend the “Tsinghua BMW Innovation Center”, empowering them with creative thinking to design and develop cultural creative products. This initiative aims to engage nearly 10 million stakeholders including users, fans, and national dealers, fueling cultural tourism centered around the Grand Canal’s legacy.
The world is now facing three critical global challenges: climate change, biodiversity loss, and increasing pollution. Biodiversity is the foundation, means, and objective of sustainability. BMW China launched BMW Beautiful Homeland Initiative in 2021 with two main objectives: supporting national park construction and raising public awareness of biodiversity in China. This year marks BMW China’s continued collaboration with the China Green Foundation for the third consecutive year to support the conservation of the Liaohekou National Nature Reserve’s magnificent wetlands. The project’s focus extends to aquatic conservation in wetland national parks as well as the funding of research on red-crowned cranes’ natural habitats, biodiversity exhibitions, and educational programs to enhance public awareness and understanding of biodiversity conservation.
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http://www.bmw.com.cn
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