It's no secret that China is BMW's next big frontier and the importance that the company places on the Chinese market is clear by its plans to debut the F10 M5
and 6-series coupe
in Shanghai next month. But, the Chinese seem to love BMW right back.
According to Clear Asia, a Hong Kong based brand consultanting firm, BMW ranks first among the top 100 desired brands in China
, beating out worldwide mega brands Apple and Rolex.
"BMW has a very strong and attractive brand personality in China," said Oliver Cartwright, Clear Asia's regional managing director in a statement. "It's seen as sexy and confident, exciting and sophisticated".
What about BMW's direct rivals? Mercedes ranked 8th and Audi ranked 12th. "Both brands are admired, but neither has the emblematic brand personality of BMW -- and having a very distinctive personality is key to being a truly desirable brand," explained Scott Davies, director at Clear Asia.
Globally, BMW was No. 3 behind Apple and Google in the worldwide survey conducted by Clear, parent company to Clear Asia.