“Driver’s diary” is a content series that spotlights car enthusiasts and their personal experiences behind the wheel. In this edition, a BMW loyalist, born in the 1970s and working in the investment industry, shares his unique journey of owning 19 BMWs. His collection spans the 5, X5, 7, and X7 series, along with electric models like the i3, iX3, i5, iX, M3, and M6. A BMW customer since 2003, he drives the electric i5 most frequently.
The following transcript has been edited and consolidated for brevity and clarity.
The automotive market has seen an influx of new brands in recent years—I don’t reject them outright, but I do find them perplexing.
A car is a durable consumer good, yet today’s buyers are more captivated by so-called smart features—giant touchscreens, artificial intelligence assistants, and entertainment systems—than by the fundamental aspects of a vehicle.
Many have lost sight of what truly defines an automobile: transportation, reliability, active and passive safety, and long-term durability. These are the core reasons why I’ve remained loyal to BMW for so many years.
Luxury brands like BMW, Mercedes-Benz, and Audi—jointly known as the BBA triumvirate—place a heavy emphasis on safety, but their approaches differ.
Mercedes-Benz prioritizes passive safety. For instance, in the event of a crash, its cars are designed to lower the windows by a few millimeters before airbag deployment. This prevents rapid air compression inside the cabin, which could otherwise rupture a passenger’s eardrums. It’s an admirable level of attention to detail.
BMW, on the other hand, incorporates its safety philosophy into the chassis and driving dynamics. The brand’s precise handling allows drivers to navigate sudden obstacles with tighter S-curves, reducing the likelihood of accidents in the first place. Meanwhile, BMW’s passive safety measures are also rigorously engineered.
The company operates massive R&D centers worldwide, investing heavily in innovation. Before a BMW model reaches the market, it undergoes three to four years of development, followed by at least six and a half years of global endurance testing across extreme conditions. Each model accumulates over a million kilometers of test mileage, with constant refinements before final production.
Beyond safety, my definition of luxury includes three additional elements.
First, the more advanced a car’s smart features become, the less privacy its owner has.
Many modern vehicles allow remote access to in-car cameras and GPS tracking—features that car owners have no real control over. Some people don’t mind, others even embrace it, treating privacy breaches as viral moments online. I find that unacceptable.
Second, many budget-friendly family cars today are designed with high-performance specs, which I see as a safety hazard. Most everyday drivers don’t have professional racing experience. I once owned a BMW M6, a purebred performance machine. It had an impeccably tuned chassis, grippy tires, and a suspension setup designed to handle extreme speeds—but it was not comfortable for daily drives. BMW understands the distinction between performance and utility.
Yet today, we see cars priced as low as RMB 200,000 (USD 28,000) boasting acceleration times that could rival sports cars. However, their braking systems and chassis design do not meet true performance standards. A high-end racing brake kit alone could cost more than the car itself—so how can these vehicles be trusted at such speeds?
Third, luxury isn’t just about offering a feature—it’s about doing it right.
For example, my BMW i5 comes with an optional 8K high-definition cinema screen for rear passengers. The cost is high, but the experience is unparalleled. In contrast, some new EV makers equip their cars with rear screens that cost just a few hundred dollars to produce, delivering vastly inferior quality.
The same applies to soft-close automatic doors. BMW sources high-end components that cost over RMB 10,000 (USD 1,400) per unit, whereas some competitors use parts priced at a fraction of that. BMW isn’t being wasteful—it’s ensuring that, in the event of an emergency, the doors can still be opened to aid rescue efforts.
Take my BMW iX as another example. The leather used in its interior is tanned with olive leaf extract, making it an environmentally friendly alternative. The car’s carbon cage design enhances safety. BMW’s commitment to sustainability isn’t just for marketing, but is deeply embedded in the materials and engineering.
Why BMW, and for 22 years (and counting)
In 2003, I bought my first BMW: a used E60 from the 5 series. It was one of the most iconic fifth-generation models, featuring BMW’s signature “angel eye” headlights. At over RMB 500,000 (USD 70,000) when new, it was a luxury vehicle in every sense of the word.
Back then, my motivation for buying a BMW car wasn’t purely about performance. In my early 20s, I was enamored with a woman who ultimately chose a man who drove a 7 series. It made me wonder, was there something uniquely attractive about BMW car owners?
In 2003, a brand-new 7 series cost over RMB 1 million (USD 140,000), the equivalent of an apartment in some cities. BMW cars were rare sights on the road, making them not just luxury vehicles but also symbols of wealth and status. That exclusivity was part of their allure.
Owning that E60 fundamentally shaped my understanding of automotives. Over the next two decades, my experience with BMW deepened my appreciation for what truly defines a premium brand.
If someone asks me, “What is driving pleasure?” my answer will always be: BMW.
Consider the difference between BMW and Mercedes-Benz steering. Mercedes-Benz designs its steering wheels with an inward curve, requiring both hands to grip tightly for control. BMW’s sport steering, however, is precise and direct, with no slack. It delivers an ideal balance—not too heavy, not too light—ensuring a fluid and natural driving experience.
My fifth-generation BMW 5 car came equipped with a straight-six engine, a six-speed transmission, BMW’s iDrive infotainment system, and reportedly the world’s first active steering system. The steering experience was mind-blowing. This was what a luxury car should feel like.
Over the past 20 years, I’ve witnessed BMW evolve. Its steering has transitioned from being heavy and rigid to a more refined and precise feel. The suspension, once firm and road-focused, now offers a better balance between comfort and control.
BMW has also significantly enhanced its standard features.
Two decades ago, high-fidelity sound systems were a luxury reserved for premium models. Today, many BMWs come standard with Harman Kardon 16-speaker setups, while top-tier models offer Bowers & Wilkins audio with 30 speakers.
I remember when head-up displays (HUDs) first appeared in BMWs. I used to show off my car’s HUD everywhere I went—it was a cutting-edge feature back then. Now, HUDs, digital instrument panels, and premium sound systems are standard even in BMW’s entry-level models. Prices have become more accessible, yet features have only improved.
Some argue that BMW has cut costs on certain models, but I see it differently.
Take the latest BMW X5, for instance. The new generation no longer includes a trunk-mounted power outlet. I asked BMW engineers why, and they explained that over 90% of users never utilized it. Removing an underused feature to optimize other aspects of the car isn’t a downgrade—it’s progress.
I will continue to support BMW, but I also hope the brand keeps up with the rapid evolution of in-car technology. BMW pioneered active steering and HUD technology—now it needs to push further into smart vehicle innovations.
Additionally, BMW should expand its fan engagement activities across China. More people should have the opportunity to experience the brand’s heritage and its latest innovations firsthand.
Each year, hundreds of new cars enter the market, and technology evolves at a dizzying pace. But ultimately, it’s the driving experience that speaks for itself. Every car tells a story, and it’s the owners who bring those stories to life.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Xu Caiyu for 36Kr.