Luxe.CO Auto Brand Watch, Issue 8 |BMW Opens Experience Spaces in Multiple Locations, Lamborghini Collaborates in 3 Consecutive Ventures

8月 29, 2023

Selected by the Luxe.CO Panel of Juries, the following two automotive brands’ cases have been included in this issue of the Luxe.CO Auto Brand Watch. They are:

  • BMW has created two distinct themed experience spaces in various cities nationwide, offering a diverse range of activities such as music parties, food checkpoints, artist collaborations, and a cycling convenience store.
  • Lamborghini has announced three collaborations, partnering with Italian luxury bicycle manufacturer 3T, Italian luxury pen brand Montegrappa, and Swiss luxury watch brand Roger Dubuis, to launch bicycles, pens, and watches.

In the past month, we have observed:

From stores, touring exhibitions, and pop-ups to charging stations, automotive brands are continuing to offer diverse experiential spaces across various dimensions. BMW’s MISSION i Electric Carnival tour visited Wuhan, Nanning, Guangzhou, Foshan, and more. Tesla has established distinctive city-themed supercharging stations in Chengdu and hosted parties at these locations.

Offline community activities of car brands are also unveiling fresh approaches. Mercedes-Benz has collaborated extensively with Aranya Friendship Bay, covering community travel, accommodation, visual arts, and environmental innovation.

Chinese car brands have expanded their store presence to more distant locales. VOYAH has opened an experience store in Tibet, while BYD has opened a new store at Milan Cathedral in Italy.

The Luxe.CO Auto Brand Watch is a premium content and ranking focusing on car brand development created by Luxe.CO.

Based on real-time data from Luxe.CO Tong, differing from current automobile media that primarily emphasizes car products/technologies, we delve into five dimensions: Experience Space, Cross-border Collaboration, Community/Activities, Limited Customization, and Brand Content. We faithfully record and interpret car brands’ self-transformation and brand reshaping within a new consumer environment.

The 8th issue of the Luxe.CO Auto Watch for 2023 includes 40 recent developments from 22 car brands/companies in the Chinese market, spanning the period from July 21st to August 20th. BYD has the most entries, followed by NIO, Lamborghini, and BMW tied for second, with Ferrari ranking third.

*Note: This article is originally written in Mandarin and is available exclusively for Luxe.CO subscribers.

 Experience Space

1) BMW has launched the X Spark M Vision limited-time concept space in Beijing’s Sanlitun. It showcases innovative BMW XM series models, features a sculpture by artist Ren Zhe inspired by the innovative BMW XM, and includes the XuànM limited-time ramen shop.

2) In July and August, BMW’s MISSION i Electric Carnival tour landed in Foshan, Guangzhou, Wuhan, Nanning, and other cities. It primarily displayed three all-electric models: the new all-electric BMW i3, all-electric BMW iX3, and innovative all-electric BMW iX1. The event featured interactive experiences such as the LIVE HOUSE stage and a recycling convenience store.

3) Range Rover launched a new-generation Range Rover Sport Journey of Triumph offline pop-up space at Chongqing MixC, Hangzhou Hubin Pedestrian Street Center, and Shanghai TX Huaihai. Visitors can participate in seven major all-terrain challenges and experience handcrafted leather accessories.

4) Tesla has opened the country’s first city-themed supercharging station at Chengdu Sino-Ocean Taikoo Li, which combines urban elements, tech-coolness, exclusive parking experiences, and off-peak charging discounts. Tesla hosted the global Supercharger 10th Anniversary GIGA NIGHT event at this location.

5) Polestar has opened the Red Phoenix Star Realm limited-time pop-up at Yinshi Plaza, Chunxi Road, Chengdu, and collaborated with Yongpu Coffee to offer special drinks and co-branded cup sleeves.

6) Polestar has also opened a new store in Wuhou High-tech Zone, Chengdu.

7) VOYAH has opened an experience store in Tibet.

8) Li Auto, has opened ten new direct retail centers in locations such as Kunshan MixC Plaza, Yinchuan Yoyo City, and more.

  Cross-border Collaboration  

9) Lamborghini collaborated with Italian luxury bicycle manufacturer 3T to launch two high-end gravel bikes. The color schemes pay tribute to Lamborghini’s iconic supercars.

10) Lamborghini teamed up with Italian luxury pen brand Montegrappa to release a Lamborghini 60th Anniversary limited edition pen and signature pen collection.

11) Lamborghini Squadra Corse collaborated once again with Swiss luxury watch brand Roger Dubuis to launch the Excalibur Spider series, featuring the camouflage blue Bull icon Sterrato titanium alloy watch. Purchasers of this watch through Roger Dubuis’ online channels receive a custom racing helmet.

12) BMW partnered with fashion platform LABELHOOD to release the Innovative BMW XM Label Red Limited Edition Valentine’s Day-themed couple T-shirts.

13) BMW collaborated once again with FIRST Youth Film Exhibition, setting up a pioneer creation unit and launching the online topic interaction #BMW AHEAD. Both sides also established an outdoor car cinema, the Future Cinema, at Ashangong National Geopark in Guide, Qinghai.

14) Porsche and German premium fashion brand BOSS unveiled the 2023 autumn/winter collection of their collaborative series PorschexBOSS. Colombian singer Maluma starred in the advertising campaign. This marks their ninth collaborative series.

15) Cadillac partnered with American outdoor fashion brand CHUMS to launch the CHUMS×Cadillac new XT4 limited edition Carefree Camping Set, which includes a picnic mat, foldable moon chair, playful bubble machine, and foldable storage box. Limited to 3,000 sets nationwide.

16) Ferrari introduced a soft-top convertible Roma Spider during a national launch event in Aranya. Ferrari collaborated with Italian home appliance brand De’Longhi to open DOLCE VITA CAFFE in Anya, offering free coffee and limited candies upon visit.

17) Aston Martin collaborated with lifestyle brand ROSEONLY in Xi’an to offer exclusive privileges to Aston Martin owners. ROSEONLY users receive delivery service for Valentine’s Day flowers, and Aston Martin Xi’an owners can collect ROSEONLY gifts.

18) HiPhi, a subsidiary of Human Horizons, teamed up with Dairy Queen to launch the HiPhi Y & DQ limited-time co-branded ice cream tour in Shanghai.

19) smart collaborated with coffee chain MANNER COFFEE to launch the limited edition “smart Latte.” The drink was available for a limited time in MANNER COFFEE stores nationwide, and they jointly created the smart×MANNER “Friendship Theme Store.” Customers have a chance to receive co-branded cups.


20) Mercedes-Benz became a Visionary Friend of Aranya Friendship Bay, creating a series of community experiences:

Mercedes-Benz collaborated with the WM STUDIO design team to create the art installation at the North Bank Chapel of Aranya Friendship Bay, and invited artist Liu Jiayu to create an architectural projection artwork inspired by the Mercedes-Benz EQS electric SUV.

Mercedes-Benz and Aranya Friendship Bay co-created Visionary Friend Exclusive Rooms at the mi casa su casa Club Hotel, offering limited rooms for visitors.

Customized sustainable travel itineraries were designed for visitors featuring the Mercedes-Benz EQS electric SUV and EQE electric SUV.

The Sustainable Living Judgment Mercedes-Benz special booklist is displayed at the case bookstore in Aranya Friendship Bay.

Mercedes-Benz and Aranya Friendship Bay jointly produced a car-mounted tissue box made from mycelium material in the “Co-Made Exhibition.”

21) Hozon Auto held the “Youth is AYA” Hozon AYA launch event at Wuhan Huafa CBD Mall. The Hozon AYA Pet Edition made its nationwide debut at this event.

Hozon Auto and Wuhan high-end pet lifestyle brand CDE Pet Energy, and Wuhan United Animal Hospital organized a “pet-friendly” pet event featuring cute pet grooming, pet racing challenges, pet clinics, and more.

22) Ferrari’s car enthusiast event embarked on its first cultural trace journey in Beijing, passing through Zibo, Yantai, and finally arriving in Qingdao.

23) VOYAH hosted the “2023 VOYAH User Night” event at Wuhan Sports Center on August 19th, bringing together car enthusiasts from all over the country.

24) Rolls-Royce held a golf dinner for car owners in Pudong, Shanghai, on August 18th.

25) Audi teamed up with functional sports base layer brand Song Ye and Guangzhou Sunac Land to hold a limited-time summer joint event on August 11th.

26) BYD’s Han EV Champion Edition invited racing driver Wang Feng to challenge the “10-minute 100 bends” at Nankunshan, Guangdong, from August 15th to 16th.

  Limited Customization  

27) Lamborghini celebrated its 60th anniversary by collaborating with renowned art historian James Fox from the University of Cambridge to create the limited-edition Huracán Sterrato ‘Opera Unica’ special edition model.

28) Ferrari introduced a personalized and customized 812 Competizione sports car, with only one unit available globally. It will be showcased and auctioned for charity at the Ferrari Gala in New York City this fall.

29) Maserati unveiled the limited-edition high-performance racing car MCXtrema, equipped with the ‘Neptune Sea God’ 3.0T twin-turbocharged V6 engine, delivering a maximum power of 740 horsepower. Limited to 62 units worldwide, it is already sold out.

30) LYNK & CO released the new limited-time edition of the LYNK 08, limited to 1008 units, all of which have been sold out.

  Brand Content  

31) BYD released its first Edison variety show livestream on its flagship store on Douyin. “Edison” is the nickname for BYD fans.

  Other Significant Developments  

Chinese Brands Going Global

32) BYD teamed up with top Italian distributor Autotorino to open the first Pioneer Store at Milan Cathedral in the heart of Milan.

33) NIO opened its first multifunctional service center in Utrecht, Netherlands, where customers can experience NIO’s European lineup, participate in test drives, and complete vehicle purchases, deliveries, maintenance, and also purchase NIO Life products.

34) NIO opened the first third-generation battery swapping station and 500 kW supercharging station in Stockholm, Sweden.

35) ZEEKR entered Kazakhstan and signed a cooperation agreement with ORBIS AUTO, a Kazakhstan-based automotive and mobile travel group.

Strategic Collaborations

36) Honzo Auto signed a strategic cooperation agreement with French digital transformation solution provider Dassault Systèmes. Dassault Systèmes’ DELMIA APRISO manufacturing operations management solution will be implemented in Nezha Auto’s vehicle and parts factories in China and overseas to accelerate intelligent manufacturing transformation and expand overseas markets.

37) BYD announced a partnership with Stingray, a leading music media tech company. Starting from 2023, selected BYD new energy vehicles will feature Stingray’s interactive in-car KTV product, which will be introduced in multiple global markets.

Environmental Public Welfare

38) NIO and various partners completed the world’s first V2G photovoltaic self-recycling energy system at Qilian Mountain National Park, marking the first application of NIO’s V2G energy replenishment technology.

39) NIO partnered with Dongtan Eastern Beach Bird National Nature Reserve to provide a fleet of smart electric vehicles for the reserve, build NIO Power replenishment facilities, and establish a clean and low-carbon solar self-recycling energy system.

40) BYD’s Marine Web and the Blue Ribbon Marine Protection Association jointly launched an ocean symbiosis program.

| Image Credit: Various brand/group official websites/accounts, Guangxi Traffic Radio WeChat official account

| Editor: Elisa