BMW chases ultra rich with new high-end cars

The five-meter-long vehicle is aimed at a growing class of ultra wealthy clients which are coveted by rivals such as Bentley.

By: Reuters | Beijing | Updated: April 21, 2014 12:14:16 am
A BMW Vision Future Luxury concept car is displayed during its world premiere at Auto China 2014 in Beijing on Sunday. (Reuters) A BMW Vision Future Luxury concept car is displayed during its world premiere at Auto China 2014 in Beijing on Sunday. (Reuters)

Premium auto maker BMW unveiled a luxury concept sedan in Beijing on Sunday, to gauge customer appetite for a car that would cost more than German manufacturer’s current flagship 7 series limousine.

The five-meter-long vehicle, officially called the “Vision Future Luxury” but also referred to as the 9-series, is aimed at a growing class of ultra wealthy clients which are coveted by rivals such as Bentley.

Ian Robertson, BMW Group’s board member responsible for sales and marketing, said the car is being presented at the Auto China show in Beijing as a way to test customer opinion in the world’s largest car market.

Robertson said that there may be a market niche for cars costing somewhere in the range between euro 150,000 and euro 300,000 and that Chinese clients in particular loved large luxurious cars.

BMW’s effort comes as rival Daimler is also testing appetite for reviving its disbanded high-end Maybach brand, and as the number of millionaires across the globe continues to rise.

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