There are legions of Apple fans in China and luxury brand loyalists have prized their Rolex over the years, yet it is BMW that has emerged to take the crown of the most coveted brand in China.
BMW is ranked first among 100 desired brands in China, overtaking Apple, Rolex, Mercedes-Benz, Rolls-Royce, and Audi, according to Hong Kong consulting firm, Clear Asia.
“BMW has a very strong and attractive brand personality in China,” said Oliver Cartwright, Clear Asia’s regional managing director. “It’s seen as sexy and confident, exciting and sophisticated”.
While Mercedes-Benz and Audi are highly admired and ranked 8th and 12th, respectively, they don’t have the distinctive personality of BMW.
In China, BMW buyers are “typically young business people — entrepreneurs who have made a lot of money,” according to Yang Jian, managing editor of Automotive News China. The BMW 5-series is the most popular model in China, according to Mr. Yang.
In a similar study conducted by Clear Asia worldwide, BMW came in third behind Google and Apple.