BMW runs event to create buzz with new customers

German carmaker BMW is giving a chance for members of the public to experience electrified driving at a four-month-long event launched in Shanghai on Friday.

The premium auto marque kicked off Mission i at BMW Experience Shanghai with the launch of its all-new plug-in hybrid, the 530Le iPerformance, alongside the launch of a high-end recharging service. The 530Le iPerformance is BMW's sixth electric vehicle to become available in the world's largest car market, joining locally made X1 25Le.

"We expect the BMW 530Le iPerformance to perform strongly in cities posing higher regulation on vehicle registration, like Shanghai, Hangzhou, Shenzhen," said Sean Green, senior vice-president of sales and marketing at BMW Brilliance Automotive.

"It's also a value-for-money product with lots of benefits. We are convinced that this car will appeal to a broad range of customers and achieve nationwide success," he added.

The new model comes at a recommended price of 498,900 yuan ($79,700). A 16,800-yuan national subsidy, as well as a 42,000-yuan purchase tax exemption, combined with possible free number plate registration in cities including Shanghai, Hangzhou, Shenzhen, are among the numerous benefits given to the buyer.

The 530Le iPerformance is powered by the BMW's third generation eDrive technology. The Chinese made electric vehicle integrates pleasant driving, smart energy management, intelligent human-machine interaction, and convenient smart charging services.

According to the company, the sporty sedan serves up a dynamic driving experience, combined with the possibility of electric driving with zero local emissions. It accelerates from zero to 100 km/h in 6.9 seconds, and consumes 1.9-liters of fuel per 100 km.

The new model has a range of 61 km running on just the battery, but that is extended to 650 km when the battery is used in combination with the conventional engine.

The BMW 530Le iPerformance includes driver assistance systems, touch screen displays, collision avoidance and adaptive air suspension as standard. The entire range of BMW 5 Series' luxury and intelligent options are available.

Once purchased, BMW offers a free wall box electric charger and the company will provide basic install service at the customer's home for easy charging.

On the road, more efficient, convenient and intelligent public charging services are going to be secured by the premium carmaker's charging facility network, according to BMW. The amount of charging poles is set to increase from 65,000 to 80,000 this year, while a new and exclusive charging solution called Park & Charge is being offered to customers.

The 530Le iPerformance and all electric BMWs are now available to experience at BMW Experience Shanghai. People wishing to take part in what is being called "Mission i" can make bookings through nearly 100 BMW dealers in over 20 cities nationwide.

"The main objective of Mission i is to allow consumers to touch our electric cars, feel the electrified driving pleasure, and dive into our technologies, including autonomous driving, connectivity and shared services," Green said.