According to Automotive News, BMW ranks first among 100 desired brands in China. BMW’s closest competitors, Mercedes and Audi rank eighth and 12th, respectively.
The survey coming from Clear Asia used a sample of 2,500 consumers in China. The survey also places BMW ahead of Apple, one of the largest company in the world with a very loyal following, and above Rolex as well.
“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”.
Scott Davies, Director of Clear Asia, says that Mercedes and Audi “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.”
The China survey was part of a worldwide study conducted by Clear. Interesting enough, globally, BMW was No. 3 behind Apple and Google, but ahead of other automakers.