On Monday September 11, 2023, BMW announced that it would invest £600 million ($750 million) to make two electric models at the Mini plant in Oxford in central England from 2026. These two models are the three-door Mini Cooper and the Mini Aceman, a compact crossover. But from the start of 2030, the plant will go 100% electric. The same two models will also be made in China and exports of those cars will begin in 2024. It is widely regarded as a fresh boost for Britain’s car industry after years Brexit-related uncertainty. BMW also said that UK government had provided financial support for the investment but did not provide details. The car maker will also invest in the English town called Swindon which will provide parts for the electric models. 

        According to Brand Value (China)Network, BMW’s investment allays fears that the combination of Brexit and the shift to electric cars would pose a dire threat to automobile manufacturing in Britain although questions over the sector’s long-term future remain. The British auto industry is still concerned about the upcoming new rules caused by Brexit. Britain and Europe car makers are calling for the delay in the implementation of post-Brexit "rules of origin", under which 45% of the value of an EV being sold in the European Union must come from Britain or the EU from 2024 to avoid 10% tariffs.

        Milan Nedeljkovic, BMW production chief Milan said that the plant would make only electric models as of 2030 and many of those cars would be exported to markets around the world. Mr. Nedeljovia also told the journalist that BMW planned to use batteries made in Europe in the new models made in Oxford,but did not make clear whether they would come from the UK. He then added that it depended on the attractiveness of the market for its suppliers. 

         Mrs. Kemi Badenoch, UK’s Business and Trade Secretary, will visit the Mini plant in Oxford for the announcement of the investment. She said in a press release “This decision is a big vote of confidence in the U.K. economy and the work of this government is to ensure the continued strength of our world-leading automotive sector.” Furthermore, UK’s  Prime Minister Rishi Sunak also made some positive comments in a statement Monday: “BMW’s investment is another shining example of how the UK is the best place to build cars of the future. By backing our car manufacturing industry, we are securing thousands of jobs and growing our economy right across the country.”

      BMW was founded in 1916 as a manufacturer of aircraft engines. As of today, it is a German multinational manufacturer of luxury vehicles and motorcycles. BMW is headquartered in Munich, Germany and can produce motor vehicles in Germany, Brazil, China, India, Mexico, the Netherlands, South Africa, the United Kingdom, and the United States. In the year of 2022, the BMW Group sold nearly 2.4 million passenger vehicles and more than 202,000 motorcycles worldwide. BMW annual revenue for 2022 was $150.254B, a 14.17% increase from 2021. According to China Brand Value Evaluation Standard, BMW has one vision: to create innovations because ever since BMW was founded, innovation has been one of the main success factors for the BMW Group.

      On the ranking of “The 3rd Daguan· Keweiwei World Brand Value Top 900” released on March 18, 2023, BMW Group’s brand value was 196.146 billion RMB, ranking the 121st.

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作者：杨瑞安