BMW stresses cultural links at CIIE

chinadaily.com.cn | Updated: 2026-11-09 16:43

BMW showcases nearly two decades of achievements in intangible cultural heritage preservation and innovation at the ninth China International Import Expo in Shanghai on Nov 5. [Photo provided to chinadaily.com.cn]

German automaker BMW is showcasing nearly two decades of achievements in intangible cultural heritage preservation and innovation via its corporate social responsibility programs at the ongoing ninth China International Import Expo, marking its ninth consecutive appearance at the annual event.

On display are a BAVA Bear—BMW's virtual mascot—adorned with Nanjing Yunjin brocade and intangible cultural heritage-inspired cultural creations. These include car fragrances inspired by the 24 Solar Terms and Miao embroidery cushions.

Through contemporary design, BMW is weaving traditional cultural motifs into modern mobility and lifestyle experiences.

At its CIIE booth, the brand revealed the "BMW Heritage Collection". This line merges traditional Chinese culture and craftsmanship with today's mobility and lifestyle scenarios.

It also represents the first time BMW has packaged nearly 20 years of its intangible cultural heritage-focused CSR work into a commercial offering under BMW Lifestyle.

Standout pieces include collaborative works from the Tsinghua University Academy of Arts & Design—BMW Intangible Cultural Heritage Protection and Innovation Base. These illustrate BMW's partnership with Chinese stakeholders to revitalize intangible cultural heritage for everyday life and generate shared value. This year marks the 10th anniversary of the joint innovation base.

Alongside its cultural showcase, BMW is using the expo to roll out its Neue Klasse technology in China.

The iX3 SUV and i3 sedan are making their CIIE premieres, both tailored for Chinese consumers and the local digital ecosystem. iX3 deliveries are set to start in November, while the i3 is due to reach customers in the first quarter of 2027.

Birgit Boehm, president and CEO of BMW Brilliance Automotive, said: "At the CIIE, BMW is not only showcasing its latest innovations for future mobility, but also our vision for the value that future mobility can create.

"At BMW Brilliance, technological and business advancement is built on a strong foundation of corporate responsibility. Only then can future mobility create lasting value for people, society and the environment," she said.