BMW will sell limited Year of the Horse editions of its M-model sedans in China, which will include the 3- and 7-series, and a new model.
The M6 has a price tag of 2.77 million yuan (US$458,000) each with six being offered. BMW will also offer 30 M5 cars priced at 1.98 million yuan (US$327,000) each.
The limited edition cars will feature monogram of the Chinese character for horse on the headrests, a tribute to the upcoming Lunar Year of the Horse and to some extent a play on BMW’s Chinese name, which means ’precious horse.’
Some may wonder why BMW is introducing its highest-priced cars for the China market at a time when the government is pushing for austerity and luxury spending is slowing.
Klaus Paur, Shanghai-based global head of automotive at Ipsos tells Bloomberg, “BMW’s M series is in the acceptable frame within the China market. The flashiness is less dramatic than if you have a Ferrari or a Lamborghini. It is, in a certain sense, much more discreet.”
The pricetag is an attention grabber and according to Clyde Zhu, BMW China’s vice president of marketing, “The big role is really to gain brand enhancement for both BMW and M. They’re the halo cars, flagship cars for M and also for BMW.” Sales of the M models in China makes up less than one percent of BMW’s China sales in 2013.
The BMW M6 runs on a V8 engine and goes from zero to 100 kilometers (62 miles) per hour in 4.1 seconds and has a top speed of 250 kilometers per hour, the company said.
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