BMW boxing clever
Rapidly developing Chinese industry encourages the prestige marque to get involvedBMW has opened what it calls a Boxer Café – a lifestyle and sales centre for its motorcycles, in the hub of the Middle Kingdom's motorcycle industry, in the town of Chongqing.
Listed as the fourth-largest municipality in China after Beijing, Shanghai and Tianjin, the city has a population of over 30 million.
BMW says, "The new Boxer Café and dealership are the first of a number of initiatives BMW Motorrad has in train in China as the brand entrenches itself and its culture there."
It is setting up an importing business with local firm LONCIN.
BMW head Dr Herbert Diess attended the launch and said, "China and the Chinese suppliers are progressing extremely quickly. Within a short time, there will be a repeat of what happened 15 years ago in other parts of the world in the supplier industry, and BMW Motorrad wants to be part of this process from the very outset."
Pictures: Dr Diess (third from right) at the launch of the Boxer Café; And in a somewhat more relaxed pose on his company's product. (Pics: BMW)
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