When Ma Qingsheng, PR Manager of BMW (China), heard the result of the EuromoneyChina Survey he commented, "I am very happy to hear this good news for BMW once again," adding that he was proud to say that BMW had also been voted Number One this year by several of China's domestic media too.

What is the fascination with BMWs? Why are they such a strong brand? "BMW is the only manufacturer on the globe which focuses on manufacturing high-end automobiles and motorcycles," suggests Ma. "When BMW decides whether to manufacture a new model the most important factor is whether the new design matches the BMW brand. For BMW even entry-level automobiles at the lower end are seen as luxury cars."

"BMW has a deep cultural and social image. The people who drive BMWs tend to be dynamic, young, well educated, and innovative," says Daniel Li, Senior VP & CFO of BMW Brilliance.

Andreas Kunz, Chief Representative of BMW AG Beijing, gave a more specific interpretation: very careful attention is paid both to interior components and exterior design of BMWs, which reflects a sort of passion. BMW also reflects the German tradition of pursuit of constant improvement, and meticulousness, which correspond well with today's young car owners. Furthermore BMW is creative. It not only continues to apply new technology to new designs, but also sets new industry standards for luxury automobiles. "BMWs are very attractive to young trendsetters around the world," said Kunz.

China's entrepreneurs agree. Chauncey Shey, President of Softbank China, analyses: "I like BMW's power. They handle excellently. Driving a BMW is a hobby for me."