Mini-owned car brand BMW is set to move into the property sector as it switches its attention from vehicle manufacturing to urban living in what it calls its BMW Beyond initiative. Next year, BMW will start operating a co-living space in Shanghai, with its cars available for the 70 or so residents' on-demand use. BMW also aims to find partners in the Chinese fashion industry to popularise its brand in the country, at the same time as it shrinks its car manufacturing unit, which will in future offer five different "characters" of vehicles.
BMW-owned car brand Mini is set to move into the property sector as it switches its attention from vehicle manufacturing to urban living in what it calls its Mini Beyond initiative. Next year, Mini will start operating a co-living space in Shanghai, with its cars available for the 70 or so residents' on-demand use. Mini also aims to find partners in the Chinese fashion industry to popularise its brand in the country, at the same time as it shrinks its car manufacturing unit, which will in future offer five different "characters" of vehicles.