Secrets to BBA's Counter Against New Forces like Tesla & AITO

Carmakers often proclaim that “the customer is king” and emphasize user-centricity, therefore it is valuable to re-examine BBA’s strategic logic from the user’s perspective. Survey findings indicate that if BBA were to offer “7-8-9–type” practical models in 2025, 70% of users would still choose BBA. This suggests that most users are not dogmatic; they do not believe BBA must rigidly preserve its performance identity. In the eyes of consumers, BBA can be refined and elegant – or practical and middle-aged – without undermining its legitimacy. Further research shows that users’ willingness to choose BBA’s more practical models is driven primarily by BBA’s strong brand equity, product reliability, and superior safety. This implies that even if BBA becomes more “practical” or “middle-aged” in its product design, its perceived brand strength and product credibility will not quickly erode. However, nearly 30% of users would still not choose BBA even if BBA offered large, practical “7-8-9–type” vehicles. Their core reasons include: higher purchase prices, higher maintenance costs and weaker competitiveness in configuration and intelligent features. The first two factors relate to market strategy and service capabilities, while the latter two relate to product competitiveness. This indicates that beyond improving products and sustaining brand equity, BBA must significantly enhance its market strategy and service capabilities – particularly its pricing strategy;

When facing emerging high-end brands such as Tesla and AITO, BBA’s users see things more clearly – and think far more simply – than BBA itself.