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BMW to challenge Tesla in China’s electric car market

In the scramble to tap into China’s promising electric car market, BMW has joined forces with Chinese partner Huachen Auto to launch a new electric car brand, Zinoro, reports Guangzhou’s 21st Century Business Herald.

BMW announced details of the new Zinoro brand after debuting its long-awaited electric car model i3 in China on April 20, underscoring the company’s resolve to compete head-on with Tesla of the United States.

Confrontation between Tesla and BMW started last July when BMW’s i3 hit the market in the US and Europe. In a sense it represents a competition between the old and the new, as BMW embodies a traditional manufacturing force while the newcomer Tesla relies heavily on the internet for its promotion startegy, the paper said.

The competition between the two automakers will be in full swing in the second half of this year when BMW rolls out its i8 electric car in China.
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