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        homeland

        BMW to build an eco-friendly bird hide - BMW’s innovation in CSR
        BMW Beautiful Homeland Initiative kicks off on International Day for Biological Diversity

        (Beijing) On May 22nd the International Day for Biological Diversity, BMW China officially kicks off the “BMW Beautiful Homeland Initiative” together with China Green Foundation and China Education Development Foundation-BMW Warm Heart Fund, announcing a package plan to support the Liaoning Liaohekou National Nature Reserve from three aspects: improving management ability, raising awareness of biodiversity conservation, and promoting publicity and education. BMW China will take a range of concrete actions, including providing vehicles for patrol and animal rescue, building an eco-friendly bird hide, developing a set of nature education courses, and organizing nature education trainings. This means, with the “At Home in China” philosophy in mind, BMW is extending its sustainability strategy with forward thinking and fulfilling its social responsibilities with innovative solutions, to make greater contributions to China’s ecological civilization construction.

        At Home in China: BMW creatively fulfills social responsibilities

        The “BMW Beautiful Homeland Initiative” this year is made live on May 22nd, welcoming the public for a virtual tour to the beautiful Liaoning Liaohekou National Nature Reserve, and to witness the official kick-off of the program. Liaohekou National Nature Reserve is located at the mouth of Liaohe River in Liaodong Bay. The Liaohe River flows into the sea in Liaoning Panjin, thus forming the largest coastal reed wetland in China, which provides a suitable habitat for a variety of rare and endangered wild animals. In May, the beach has begun to turn red, and clusters of seepweed grow out of the ground, red and green mixed. Tens of thousands of rare waterfowl along with the endless shallow beach form a near-sea red beach landscape rarely seen across the world.

        “BMW Group believes the fight against climate change and use of resources will decide the future of our society, and also, of BMW. This is why we are taking responsibility here and now. We put sustainability at the center of our strategic direction, and we view the environment as an important stakeholder. BMW Group is the first German automotive manufacturer to join the Business Ambition for 1.5°C campaign launched by the Science-Based Targets Initiative,” said Mr. Jochen Goller, President & CEO of BMW Group Region China, “We fully agree with the Chinese government that biodiversity is the foundation, objective and means of sustainable development. Without healthy biodiversity, there can be no sustainable development. At Home in China, BMW believes it matters to everyone to preserve our beautiful Earth home.”

        In 2022, the “BMW Beautiful Homeland Initiative” starts from the Liaoning Liaohekou National Nature Reserve. BMW will introduce the environmentally sustainable design concept to construct a nature education base in the Reserve which will also serve as an eco-friendly hide for bird watching. BMW will also provide the Reserve with three fully electric New BMW iX3s as patrol cars and two other vehicles for animal rescue. In addition, BMW will trust a professional institution with the development of a set of nature education courses and carry out a wide range of biodiversity education and training among stakeholders and the public. BMW hopes to strengthen the public’s awareness of biodiversity conservation and further lead the public to take actions through online and offline interaction and communication.

        Dr. Franz Decker, President & CEO of BMW Brilliance Automotive Ltd., said: “The rapid growth of our Shenyang Production Base is inseparable from the great support of Liaoning government and local communities. Shenyang is the location where the joint venture was born and grew up. At Home in China, we’re committed to the Group’s sustainability strategy while pursuing high-quality development, contributing not only to the economic and social development of Liaoning old industrial base, but also to the ecological civilization construction of Liaoning and even of China. And we are very proud that our fully electric green New BMW iX3s can play a role in safeguarding this beautiful land. Together with our stakeholders, we will spare no efforts to keep our home clean, green, and beautiful.”

        Biodiversity is the foundation of sustainable development

        According to the UNEP report “Making Peace with Nature” issued in February 2021, human is now facing a triple environmental emergency – biodiversity loss, climate disruption and escalating pollution. The IPBES Global Assessment Report on Biodiversity and Ecosystem Services released in May 2019 also warns that “nature is declining globally at rates unprecedented in human history – and the rate of species extinctions is accelerating, with grave impacts on people around the world. Current negative trends in biodiversity and ecosystems will undermine progress towards 80% of the assessed targets of the Sustainable Development Goals.”

        The White Paper on Biodiversity Conservation in China, issued in 2021, states that “China cherishes the principle that lucid waters and lush mountains are invaluable assets, and sees biodiversity as the foundation, objective and means of sustainable development.”

        The Liaohekou National Nature Reserve with its vast stretches of reed marshes, provides a suitable habitat for a variety of rare and endangered wild animals, including 23 bird species under first-class national protection and 54 animal species under second-class national protection. The Reserve is on the East Asia-Australasia migration route and is an important stopping place for North-South migrant of red-crowned cranes, and a breeding ground for the world’s largest population of black-billed gulls. Therefore, it is of high conservation value.

        As a forerunner in sustainable development in the industry, BMW Group understands China’s social demands with forward thinking and fulfills social responsibilities with innovative solutions. The BMW Beautiful Homeland Initiative launched in November 2021 is committed to preserving biodiversity and building the protected areas system with national parks as the mainstay, contributing to the ecological civilization construction in China. At Home in China, BMW continues to create values for the Chinese customers, the local society and industry for mutual growth. BMW believes that a responsible business has its sights set beyond sales and profit, and instead puts more focus on engaging stakeholders to jointly address social issues and contribute to local communities. Closely following and with deep insights into the Chinese government and society’s major social agendas, BMW CSR targets three social issues – Culture Protection, Social Development and Environmental Protection – to continuously contribute to a better Chinese society through four flagship projects – BMW China Culture Journey, BMW Children’s Traffic Safety Education, BMW JOY Home, and BMW Beautiful Homeland Initiative.

        Contributing to Beautiful China Initiative
        Promoting Harmony Between Humanity and Nature
        BMW “Beautiful Homeland-Crane Wonderland” Bird Hide Successfully Completed

        (Panjin) On November 4th, the “BMW Beautiful Homeland Initiative” Bird Hide Opening Ceremony was held at the Liaoning Liaohekou National Nature Reserve. The event was jointly organized by BMW China Automotive Trading Ltd, BMW Brilliance Automotive Ltd, and China Green Foundation. A series of latest deliverables of the BMW Beautiful Homeland Initiative program were released at the event.

        Dr. Franz Decker, President and CEO of BMW Brilliance Automotive Ltd. unveiled the Bird Hide named “Beautiful Homeland-Crane Wonderland” together with Mr. Wei Diansheng, Vice Chairman of China Green Foundation, and Mr. Xu Tonglian, Vice Mayor of Panjin People’s Municipal Government. The event organizers launched three public-oriented nature education courses which were also donated to the China Science and Technology Museum and Panjin wetland schools, as well as a set of biodiversity-inspired souvenirs. At Home in China, BMW China and BMW Brilliance are actively fulfilling the promises to support Liaohekou National Nature Reserve with an innovative package plan, contributing to the Beautiful China Initiative and biodiversity conservation, and promoting harmony between humanity and nature. At the COP14 to be held in Wuhan on November 5th, Panjin will be officially awarded the title of “International Wetland City” by the Standing Committee of the Ramsar Convention on Wetlands, becoming the only city in Liaoning Province to receive this honor, and one of the 43 wetland cities worldwide. The BMW Beautiful Homeland Initiative with its innovative deliverables is a gift contributing to the ecological civilization of Liaoning Province.

        Mr. Wei Dianshang, Vice Chairman of China Green Foundation stated, “BMW Beautiful Homeland Initiative will contribute to improving public awareness of biodiversity conservation, and is a strong proof of BMW China and BMW Brilliance fulfilling corporate social responsibility with concrete actions and making positive contribution to China’s public welfare course. The 20th CPC National Congress has drawn a new blueprint for China’s ecological civilization construction, which has also directed a new path forward for China’s forestry and grassland industry. China Green Foundation will carry out Congress spirit in an all-round way and take proactive actions based on President Xi’s strategic thinking, which is “ecology thrives when forestry and grassland industry thrives, civilization is boosted only if ecology is boosted.” We will take advantage of our leadership in the industry to continue working on mobilizing the whole society to participate in environment protection for public good centered on our major working focuses. We hope to gather all social sectors and work together to build a Beautiful China in our path towards a high-quality, green development with Chinese characteristics. Our ultimate goal is to promote harmony between humanity and nature and build a beautiful homeland shared by all.”

        Mr. Goller, President and CEO of BMW Group Region China said, “Sustainability and circular economy are cornerstones of our BMW Group corporate strategy. In this context, we believe biodiversity conservation is one critical element for sustainable development, and with this becomes a responsibility of BMW Group as a corporate citizen. Based on our At Home in China approach, we hope our BMW Beautiful Homeland Initiative can contribute to biodiversity conservation and the construction of a beautiful China, and ultimately play a significant role in promoting high-quality and sustainable development here in China.”

        Dr. Franz Decker, President & CEO of BMW Brilliance Automotive Ltd. said, “At BMW Brilliance, we view the environment as a key stakeholder in our business. We are fully aligned with the BMW Group sustainability targets. With the BMW Beautiful Homeland Initiative, we aim to shine a light on the beauty and importance of biodiversity through a series of public education initiatives, like this new Bird Hide. In taking action also beyond the factory gates, we are contributing not only to socio-economic development in Liaoning province, but also to its ecological conservation, for a beautiful homeland shared by all.”

        China attaches great importance to biodiversity conservation, emphasizing that “Chinese modernization is the modernization of harmony between humanity and nature. Nature is the foundation for human survival and development. Respecting, adapting to, and protecting nature is essential for building China into a modern socialist country in all respects. We must uphold and act on the principle that lucid waters and lush mountains are invaluable assets, and we must remember to maintain harmony between humanity and nature when planning our development.”

        BMW Group views the environment as an important stakeholder. “BMW Beautiful Homeland Initiative” program since its launch has been committed to contributing to China’s biodiversity conservation and ecological civilization, which is now a strong response to the call of the 20th CPC National Congress for “maintaining harmony between humanity and nature in the path towards modernization” and “pushing forward Beautiful China Initiative”.

        Both the Bird Hide and the biodiversity-inspired souvenirs launched at the event are designed by the Academy of Design & Arts, Tsinghua University, who has been responsible for the design of the “Red ribbon” landscape of Tiananmen Square for the 70th anniversary of National day. The Bird hide is built with a low profile, naturally integrated into the surroundings. The design and construction show great respect “for nature, environment and wildlife”, no disturbance to local animals, no damage to local ecological landscapes. It is not just a building for nature observation, but also a place for biodiversity education among BMW stakeholders and the public. After an online naming campaign, the Bird Hide is officially named “Beautiful Homeland-Crane Wonderland”, implying a beautiful place where canes and humanity live in harmony with each other. At the same time, the city Panjin where Liao He Kou National Nature Reserve is based, has been called “Crane Homeland” since ancient times. The design of souvenirs is inspired by Liaohekou rare animals red-crowed crane, Saunders’ gull and spotted seal, whose cute images can easily arouse public concern for animals. The three nature education courses themed “Biodiversity and Wetland Protection”, “Travel of Red-Crowned Cranes”, and “Wild Animals Around Us” respectively, are the first set of biodiversity-themed courses funded and developed by an automotive manufacturer in China. The courses will be donated to the China Science and Technology Museum and Panjin wetland schools. The aim is to publicize biodiversity to the public in an entertaining way and to support biodiversity education.

        China has elevated biodiversity conservation to a national strategy and established a biodiversity conservation mechanism led by the government and participated by enterprises and citizens. The Opinions on Further Strengthening Biodiversity Conservation issued by the State Council on October 19, 2021, clearly pointed out that “it is necessary to enhance awareness and participation of all sectors in biodiversity conservation and create a sound atmosphere for the whole society to participate in the endeavor.” According to a survey by the Worldwide Fund for Nature (China) in 2021, “88% of people in China understand the meaning of air pollution and water pollution. However, only 34% could clearly define biodiversity.”

        Changing the mindset and behavior of the public, enterprises and social organizations is fundamental to biodiversity conservation. Hence, the “BMW Beautiful Homeland Initiative” takes public education on biodiversity as the core objective and means. The three latest deliverables will not only directly contribute to biodiversity conservation and ecological civilization of Liaohekou, but also help further publicize biodiversity education and promote harmony between humanity and nature.

        The Liaoning Liaohekou National Nature Reserve, located at the mouth of Liaohe River in Liaodong Bay, is an important wetland ecosystem in China. It provides a suitable habitat for a variety of wild animals, including 304 species of birds, among which 24 species under first-class national protection and 54 species under second-class national protection. The Reserve is an important stopping place for nearly a million waterfowl every year, including more than 500 red-crowned cranes, a North-South migrant. It is also a breeding ground for the world’s largest population of black-billed gulls, the number of which is 12,000. Therefore, it is also renowned as a “Home of Saunders’ Gulls in China”.

        At home in China, BMW Group China continues to create value for the customer, local society, and industry for mutual growth. BMW believes that a responsible business has its sights set beyond sales and profit, and instead puts more focus on engaging stakeholders to jointly address social issues and contribute to local communities. Closely following and with deep insights into the Chinese government and society’s major social agendas, BMW CSR targets three social issues—Culture Protection, Social Development and Environmental Protection—to continuously contribute to a better Chinese society through four flagship projects—BMW China Culture Journey, BMW Children’s Traffic Safety Education, BMW JOY Home, and BMW Beautiful Homeland Initiative.

        2021 BMW Beautiful Homeland Initiative

        Contributing to biodiversity conservation, Fulfilling corporate social responsibility
        BMW officially launches the “BMW Beautiful Homeland Initiative”

        (Beijing) On November 30, BMW China Automotive Trading Ltd. and BMW Brilliance Automotive Ltd. joined hands with China Green Foundation and China Education Development Foundation-BMW Heart Foundation to officially launch the “BMW Beautiful Homeland Initiative” online in Beijing.

        Following COP15 to the UN Convention on Biological Diversity successfully held in Kunming in October this year, BMW China and BMW Brilliance responded to the call of the UN and the Chinese government to put biodiversity on top of the agenda and took the lead in launching the “BMW Beautiful Homeland Initiative”, which is committed to biodiversity conservation and national parks construction in China. The first phase of the Initiative will focus on supporting the Liaoning Liaohekou National Nature Reserve. The launch of the program signifies that BMW is expanding its CSR focus in China with innovative thinking to contribute to China’s ecological construction in the post-pandemic era.

        The IPBES Global Assessment Report on Biodiversity and Ecosystem Services released in May 2019 warns that “nature is declining globally at rates unprecedented in human history – and the rate of species extinctions is accelerating, with grave impacts on people around the world. Current negative trends in biodiversity and ecosystems will undermine progress towards 80% of the assessed targets of the Sustainable Development Goals.” The White Paper on Biodiversity Conservation in China, released in October 2021, states that “currently, as species worldwide are becoming extinct at an alarming rate, biodiversity loss and ecosystem degradation pose a major risk to human survival and development. China cherishes the principle that lucid waters and lush mountains are invaluable assets, and sees biodiversity as the foundation, objective and means of sustainable development.”

        “As China enters the post-pandemic era, we recognize that corporate social responsibility is more important than ever,” said Mr. Jochen Goller, President & CEO of BMW Group Region China, “We need to rethink how to maintain a harmonious coexistence between human, planet and society. The BMW Group believes in that ‘no premium without sustainability’ and ‘no premium without responsibility’. We have always seen sustainability as the core of our corporate strategy and were the first German automaker to join the “Business Ambition for 1.5°C” campaign. We highly agree that biodiversity is the basis for human survival and sustainable development. The BMW Group will leverage innovative thinking and influence to build a bridge and connection for our stakeholders to engage in China’s biodiversity conservation.”

        Dr. Johann Wieland, President and CEO of BMW Brilliance Automotive Ltd., said: “the pandemic has once again deepened our insights into what sustainability and corporate social responsibility is. A truly responsible and sustainable business must have a higher purpose than simply achieving profit and offer employment – it must work to improve the world. BMW is taking practical action to catalyze the economic and industrial revitalization of the old industrial base in Liaoning, and the ‘BMW Beautiful Homeland Initiative’ will contribute to ecological civilization construction of Liaoning Province and of China.”

        As a new program under BMW’s sustainability strategy and corporate social responsibility strategy in China, the “BMW Beautiful Homeland Initiative” is committed to biodiversity conservation and public education in the protected areas system with national parks as the mainstay, contributing to biodiversity conservation and ecological civilization construction in China. The first phase of the Initiative is to establish a biodiversity conservation public education base in the Liaoning Liaohekou National Nature Reserve. BMW will donate monitoring, inspection, and bird rescue equipment to the reserve, protecting and restoring important species habitats there, and directly contributing to local biodiversity conservation.

        Mr. Chen Shuxian, Chairman of China Green Foundation said, “BMW China and BMW Brilliance have been paying attention to China’s ecological civilization construction over the years, and have set up a number of charity programs to fulfill corporate social responsibility with practical actions, to benefit the whole society with care and love, and to contribute to the development of China’s public welfare. We believe that the ‘BMW Beautiful Homeland Initiative’ will enhance the awareness and responsibility of enterprises and the public to participate in biodiversity protection, so that the development fruits and good ecology can better benefit the people, and a beautiful home where all things live in harmony can be built.”

        Professor Yang Rui, the Head of the Institute for National Parks, Tsinghua University noted during the live streaming that “mainstreaming biodiversity is key to realizing China’s 2050 Vision for Biodiversity: ‘living in harmony with nature’ and further pushing forward China’s ecological civilization construction. BMW’s engagement in biodiversity conservation in China is a positive response to the Kunming Declaration calling for full and effective engagement of governments, private sectors, and other stakeholders, which is not only a good way to increase natural benefits, but also an important step to enhance BMW’s ability in sustainable management.”

        China’s State Council issued the Opinions on Further Strengthening Biodiversity Conservation on October 19, which clearly points out that “it is necessary to enhance awareness and participation of all sectors in biodiversity conservation and create a sound atmosphere for the whole society to participate in the endeavor.” Changing the mindset and behavior of the public, enterprises and social organizations is fundamental to biodiversity conservation. BMW CSR strategy always integrates public education into the governance philosophy and program implementation. Hence, the “BMW Beautiful Homeland Initiative” takes public e?ducation on biodiversity as the core objective and means. BMW China and BMW Brilliance will leverage their resources to launch public education activities for stakeholders such as dealers, car owners, suppliers, and the public, so as to engage them in biodiversity conservation.

        The Liaohekou National Nature Reserve, located at the mouth of Liaohe River in Liaodong Bay, with its vast stretches of reed wetlands, provides a suitable habitat for a variety of rare and endangered wild animals, including 23 bird species under first-class national protection and 54 animal species under second-class national protection. The Reserve is on the East Asia-Australasia migration route and is an important stopping place for North-South migrant of red-crowned cranes, and a breeding ground for the world’s largest population of black-billed gulls. Therefore, it is of high conservation value.

        In fact, BMW has always cared about ecological civilization construction in China. BMW and China Green Foundation jointly launched the “Green Tree Program” in 2010 and called on BMW car owners and dealers to participate in afforestation to increase forest carbon sinks and to promote green and low-carbon lifestyles in Chongqing, Beijing, and Zhejiang. This program played an important role in enhancing the public consciousness of environment protection. From 2013 to 2016, BMW Warm Heart Foundation and Shanshui Conservation Center jointly promoted the restoration of ecosystem in the Sanjiangyuan area, exploring the way of harmonious development between human and nature.

        With the launch of “BMW Beautiful Homeland Initiative”, BMW will enrich its CSR focus to the three areas of “Cultural Preservation”, “Social Development” and “Environmental Protection”. BMW will leverage this new program and the other three - “BMW China Culture Journey”, “BMW Children’s Traffic Safety Education” and “BMW JOY Home”, to fulfill its long-term commitment to the local community and Chinese society, and to contribute to building a “Beautiful China”.

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