AutoBeta(AutoBeta.net)03/04 Report--

With the gradual transformation of the automobile industry to the electrified era, after Volkswagen and Kia changed the new standard, BMW will also change the LOGO which has been standing for more than 20 years. Unlike previous times, the new BMW LOGO has changed a lot.

Compared with BMW's previous version of LOGO, the new LOGO still continues the existing "blue sky and white clouds" styling design, which also represents the white and blue of Bavaria, where the company is located. At the same time, the existing round appearance is preserved, only the classic black outer ring is changed into a transparent design, and the letter of the previous edition "BMW" has been modified to make the whole more distinctive and change the previous square style.

Since the establishment of the BMW brand in 1917, it has been updated six times by LOGO. BMW has retained the black outer ring from the very beginning, and the straight 2020 version of BMW has "removed" the black outer ring for the first time. It can be said that removing this element from the design is a major innovation to the historical tradition.

According to Jens Thiemer, senior vice president of BMW's customer brand, "removing the black ring should make BMW more open and transparent to young car buyers." It should also better achieve digital transformation, but the exact way to achieve it is not completely clear. The new logo is not three-dimensional in appearance, so it may be related to it. It means that BMW is changing to a new type of relationship brand.

In addition, BMW has changed the sub-brand identity of the M-series and BMW I-series. Both logos will be expressed in two-dimensional form, while the M logo still retains its unique tricolor bar, which means that past traditions have not been erased.

With the BMW Group officially launched the i4 pure electric concept car, at the same time, BMW's new LOGO is also officially unveiled in front of the public, speculating that the new LOGO design will be the first electric model to be launched.

According to a previous new energy roadmap of BMW China, BMW will launch six all-electric and three plug-in hybrid models in the Chinese market in the next five years. Coupled with one pure electric and four plug-in hybrids currently on sale in the market, as well as the domestic launch of IX3 in the second half of the year, BMW will sell 15 new energy models in China by 2025. It is not difficult to see that BMW Group is accelerating the transformation of the electrification sector, and the appearance of the new LOGO also heralds a new direction for BMW.

According to BMW Group's 2019 car sales figures, BMW Group, including BMW, MINI and Rolls-Royce brands, sold 2.52 million vehicles in 2019, up 1.2 per cent from a year earlier. Among them, the Chinese market won the championship with 723700 vehicles, an increase of 13.1% over the same period last year.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat