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BMW Going Full Electric

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During the Shanghai Auto Exposition 2023, the CEO and regional manager of BMW in the China Region, Jochen Goller, stated that the future of the automobile is ‘electric’ and that its time to ask what this means for the future of BMW and the car industry.

During the exposition, BMW claims that the goal of the new electric vehicles is to be high performing, luxurious and eyes open towards the future of the automobile industry, which is, in their views, green and electric, with the goal of all cars being electric by 2030.

CEO Jochen Goller stated, ‘BMW is coming full power on electric’ during the Shanghai Auto Exposition; BMW is offering electric vehicles In 11 models across its three brands BMW, Mini and Roll Royce.

oriental pearl tower photo  Shanghai Auto Exposition 2023
Photo by zhang kaiyv on


At the 2023 Shanghai auto exposition, BMW is introducing. It’s the most influential electric car created in the BMW Series, including I Drive, and the most up-to-date virtual intelligence for the vehicle called EPA.

The Enhanced Intelligent Personal Assistant, more commonly known as EPA, Is artificial intelligence (AI), will be a new fundamental technology of the 21st century. 

BMW offers Greater opportunities in the modern working environment where work does not just take place in offices but also when on the move this is where BMW incorporates the workings of the office, stability of an in-home sound system and TV and other functions.

We now live in the Silicon Age, and the modern worker’s professional and personal activities need access to all the conveniences and work tools. 

AI offers unprecedented opportunities to increase efficiency and business processes and optimise data processing quality. 

BMW has been using artificial intelligence to improve the customer experience and the user experience across all its products, from the production of cars and the running of the BMW company and related brands. 

As for the fantastic benefits for the driver, AI-assisted driving, risk assessments, and driver monitoring, such as monitoring the driver’s eyes, indicate the dangers of falling asleep in the vehicle and other innovations working towards developing driverless cars.

aerial view of city landscape  Shanghai Auto Exposition 2023
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The IX 1 has a more general audience than the BMW I7 M70, which will be sold primarily in the People’s Republic of China; it will be an electric car part of the BMW move away from the classic internal combustion engine.

This BMW is 2.8 m long, exclusively available in China, which is spacious and has the classic IX series designs regarding its external ascetics and beauty; according to the CEO and President of the China region, what makes this class of car special is BMW ‘tech magic’.

So, what is this tech magic incorporating the artificial intelligence from the BMW I7 M70 into the BMW IX 1? The answer is that UI design creates a more user-friendly experience. 

So what is UI design UI design stands for the user interface; this is where the IX 1 designers test its customers to create an experience for customers by observing their interaction with the internal interface architecture, which in layperson’s terms, is the gadgets and functions within and outside of the vehicle. 

It facilitates an experience with the IX 1 that is streamlined and easy to use. Overall, it is a fantastic experience for any people wishing to purchase this car in the China region or to export the vehicle for their use.

pexels-photo-707046.jpeg  Shanghai Auto Exposition 2023
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Mini Acemen

The Mini is part of the BMW-controlled organisations; in the Shanghai 2023 exposition, the company has highlighted is aiming to launch a new vehicle that will be the people’s car of the 21st century, taking on the legacy of the Volkswagen station wagon of the 20th century. 

This new vehicle, the Mini Acemen, aims to be the ‘middle person’s car’, the People’s car from middle incomes and middle-class backgrounds regarding income brackets and affordability.

The mini Acemen would be available in the next 12 months to 2 years, depending on its development timeline; due to being merely a preview during the exposition, this vehicle would be the ‘mini-Cooper meets the mini-Countrymen the model families Future’. 

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Why China is Bad at Soft Power

aerial photography of great wall of china

The Chinese Communist Party and the Chinese state have had a tough time establishing their soft power around the globe, unlike their harder power initiatives, which is China’s Belt and Road Initiative.

The Belt and Road Initiative attempts to replicate the trade routes built by the British Empire from the 16th to the mid-20th century.It has the historical legacy of the ancient Chinese Silk Road established during the Han Empire.

The definition of soft power in politics, soft power is the ability to co-opt rather than coerce.

It involves shaping the preferences of others through appeal and attraction.

A defining feature of soft power is that it is non-coercive; the currency of soft power includes culture, political values, and foreign policies.

The Chinese are failing and establishing their soft power due to continuous candles and the growing rift between the West and the Chinese state.

This is due to the Chinese support of the Russian invasion of Ukrainian in 2014 with the seizure of Crimea.

Also, the fact that the Chinese continue to support the Russians in their deliberate grab for territory during the February 2022 invasion of Ukraine has led to an all-out war between both nations.

With the Chinese supporting the Russians and the North Atlantic Treaty Organisation supporting Ukrainians, it damages relations and increases mistrust between both countries.

Ukraine war is leading nations like the United States to bring their industrial plant back to their home nations and become less reliant on Chinese manufacturing goods, which were the key to the rise of China throughout the 2000s.

The Chinese Image Problem

The Chinese committed three great crimes that severely impacted their ability to project soft power around the globe due to their bad-faith actions and going against agreements they have made with other Western powers.

When the British Empire finally ended on July 1 1997, the handover of Hong Kong’s 1997 to China from British rule used to be a day of celebration in the city.

Now, it has morphed into a morbid reminder of Hong Kong’s tragic decline under the ever-worsening repression brought on by Beijing.

Since 2017 with the yellow umbrella movement and protest continuing into 2020, the mainland Chinese engaging in a hard crackdown has led to mistrust among Western nations due to China reneging on its agreement’s secure democracy in Hong Kong.

This was part of the China one-state and two-system solution when securing the freedoms and liberties the people of Hong Kong enjoyed during British rule, which China stated they would maintain.

Naturally, it was incredibly stupid, maybe even treacherous, for British policymakers to expect a global superpower and raising power in the Far East to keep to its original agreement.

The British Empire and Britain’s ability to project its power around the globe has declined since the early 20th century and continues to this day with a decaying carcass of the British Commonwealth.

Still, despite all these political facts and reality on the ground, the Chinese reneged on their agreements by not securing the democratic freedoms of Hong Kong, and this led to the damaging the Chinese soft power and their perception abroad.

The final major factor that severely damaged Chinese soft power barring their actions in supporting Russia and cracking down on the democratic movement in Hong Kong, is the fact that the Chinese are using concentration camps reminiscent of Hitler’s Nazi Germany during World War II (1939 to 1945).

Or the British concentration camps used during the Boer War (1899 to 1902) both concentration camps were horrific and inhumane, and the Chinese were performing similar actions.

About 12 million Uyghurs, mostly Muslim, live in Xinjiang, officially known as the Xinjiang Uyghur Autonomous Region, which is experiencing concentration camps or re-education camps called by the Chinese Communist Party.

What the Chinese are engaging in is a form of cultural genocide in the attempt to remove religious minorities and other ethnic groups that are not culturally Han Chinese and disease actions that make Western policymakers incredibly uncomfortable in maintaining any cordial relationship with China.


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