In the North American and European auto market, manufacturers such as BMW, Mercedez, and Audi release their cars in regular wheelbase models. However, in Chinese market they not only release regular wheelbase models, but long- wheelbase models as well.

For examle,the long- wheelbase 3-series is taffy-pulled by 4.3 inches, with most if not all of the space apportioned to the rear seats, perfect for a land where BMW’s slogan might as well be the Ultimate Other People Driving Machine. (Chinese folks with the means prefer to be driven around, and this new model will join another China exclusive, a 5 -series in the country’s showrooms.) The long-wheelbase 3-series will be available in 320Li, the 328Li, and 335Li configurations. The latter two should feature the same engines we see in regular-length 328i and 335i: a 240-horse, 2.0-liter turbo four and a 300-hp, 3.0-liter turbocharged inline-six. The 320Li will use a less-powerful, 181-horse version of the turbo four. A regular-wheelbase ActiveHybrid 3 will make its official debut in Beijing, too, but will be sold globally.

The special long-wheel base edition cars  in Chinese market can satisfy Chinese buyers’ consumer-behaviour better and help each manufacturer to target a  more specific segment. These manufactures also sell the regular length car so that they have two similar products in the market which can attract consumers who have different requirements for the car. BMW has a strong brand image and technical support which allow them to keep the 50:50 golden-ratio to remain the center of the gravity of the car in the middle for long-wheelbase models.

In conclusion, in order to be successful in a foreign market, each brand should keep its traditional advantages and make some changes for different consumer behaviours. If the base of the potential consumers is large enough, the change is worth doing. last but not the least, companies which have strong brand image and higher reputation can perform well in a foreign market easier.