Senior executives of BMW China and BMW Brilliance Automotive at the launch ceremony in Hangzhou, Zhejiang province, of the all-new BMW 5 Series Li. [Photo provided to China Daily]

The all-new BMW 5 Series Li, launched in the Chinese market with more individualization and innovations as it looks to defend pole position in the segment.

BMW Brilliance Automotive is for the first time providing an M Sport Style option among the initial offerings, at the same suggested retail prices as the Luxury Style alternatives, the automaker announced at the launch ceremony for what the company considers its most important product in Hangzhou, capital of Zhejiang province on Friday.

"As the first premium auto brand establishing a customization department offering really individualized product, we are prepared for the diversified needs of customers. The all-new BMW 5 Series Li is the right answer, at the right time," Johann Wieland, president and CEO of BMW Brilliance Automotive Ltd, said in an interview.

"The individualization possibilities increase the complexity of production, as they go beyond simply offering a few hundred colors," Wieland said.

The all-new BMW 5 Series Li has a total of 13 features applied exclusively for the luxury experience in the Chinese market.

"BMW customers in China are younger than anywhere else. We are trying to anticipate their demands very early, and very specifically," he said, adding, "Younger customers demand more in terms of product substance, product quality."

The BMW's local joint venture has adopted the slogan "Time Waits for No One" to appeal to these younger Chinese customers, who it identifies as fast-moving, fast-thinking and fast-acting in their pursuit of a high quality life.

Johann Wieland, president and CEO of BMW Brilliance Automotive. [Photo provided to China Daily]

"The all-new BMW 5 Series is to cheer for them and go with them toward their splendid future," Wieland said. "Lots of customers want joy, and joy is the heart of BMW."

Based on this understanding, the all-new BMW 5 Series Li creates a luxury experience for all the senses.

As the most important product for BMW Brilliance Automotive, the localized all-new BMW 5 Series Li is tailor-made for the Chinese market with a family of eight variants based on the BMW 528Li, 530Li and BMW 540Li, priced from 449,900 yuan ($65,689) to 663,900 yuan.

For the first time, the M Sport Style is available for the BMW 5 Series Li in the 530Li variants, at the same price as those with Luxury Style.

The 5 Series Li has been tailored to meet the preference of Chinese customers for a longer wheelbase, which has been extended by 133 millimeters to a total of 3,108 mm, the longest in its segment.

All-new BMW 5 Series Li launches with 13 China exclusive features. [Photo provided to China Daily]

And the German premium brand expects the all-new BMW 5 Series Long Wheelbase, with its cutting-edge innovations and luxurious features, to take a pole position again as the segment leader.

A unique feature is the large 10.25-inch touch screen in the central LED display, the 12.3-inch fully electrical instrument panel, and the up to 70 percent increase in the head-up full-color display and the 7-inch intelligent touch command system for the rear seats, which employ the latest human-machine interface and can be used to control nearly all the in-car functions except driving functions.

A light carpet welcomes occupants as they get into the BMW 5 Series Li and a panoramic sunroof with sky lounge is a unique high-end configuration in this segment. The rear seats are equipped with active ventilation and electric adjustment functions, and the seat cushions and backrest come with thicker foam and comfort headrests.

"The new model gives everything you can add to the interior. It's like no other car. It's very state-of-the-art production," added Wieland.

Other features include the rear axle air suspension.

The sixth generation of the BMW 5 Series set a benchmark in the segment with more than 800,000 units sold during its seven-year life cycle in China, contributing more than 30 percent to the brand's sales volume in the Chinese market.

The company expects the all-new BMW 5 Series Li to raise that benchmark and be a forerunner for the Chinese automotive industry in terms of technological advancement, state-of-the-art manufacturing, and innovative production.

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Designed to be longer, dynamic, and comfortable

The BMW EfficientDynamics B Series engines together with upgraded 8-speed automatic transmission further boost the drivetrain, leaving its rivals in the dust, according to BMW's latest news release.

The segment-leading aerodynamics, lightweight body and chassis offer both dynamic drive and comfort.

Contour lights in 11 color tones, eight adjustable high-end fragrance sets, and a Bowers & Wilkins Diamond surround sound system help create a comfortable and enjoyable atmosphere.

And with Syntak technology, the engine compartment has improved sound insulation. And a new interior acoustic concept includes sound absorbers integrated into the headliner.

Wireless cellphone charging is available for all-new BMW 5 Series, and it is also the first premium business sedan with wireless Apple CarPlay in China.

The BMW 528Li Launch Edition, introduced in response to customer wants, according to the company, outputs 165 kW and torque peaks at 310 Nm, enabling the vehicle to accelerate from 0－100 km/h in 7.4 seconds. The fuel consumption is only 6.4-liter per 100 km, making the car more efficient and powerful than any of its peers within its price range.

The BMW 530Li variant accelerates from 0 to 100 km/h in 6.9 seconds with a maximum output of 185 kW and peak torque of 350 Nm.

The 250 kW maximum output enables the top configured BMW 540Li to accelerate in from 0 to 100 km/h in just 5.6 seconds.