BMW AG Chairman Milan Nedeljkovic has called for open markets, free trade and continued dialogue between China and Europe, saying competition based on technology, quality and customer value is essential to innovation and long-term growth.

Speaking during his first visit to China since taking office, Nedeljkovic said on Tuesday that "BMW stands for open markets and free trade."

"At a time of growing challenges, open international dialogue is more important than ever," he said, against a backdrop of global economic restructuring and rising protectionism.

He also highlighted China's increasingly demanding competitive environment and its role in driving technological progress.

"China has become one of the world's toughest benchmarks. BMW welcomes competition based on technology, quality and customer value. It is the basis of our success for decades and continues to drive innovation and technological progress," he said.

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As a manufacturer with deep industrial roots in Europe and a substantial presence in China, BMW said stable, transparent and reliable conditions for trade, investment and innovation are essential to sustainable growth.

Its operations in research and development, production, supply chains and technology partnerships combine global expertise with local capabilities, the company said.

BMW is deepening its localization in China as part of its global strategy. By 2030, it aims to increase the share of locally manufactured vehicles in its China sales to at least 95 percent, building on a presence in the market spanning three decades.

"For BMW, long-term commitment means investing, localising and building future capabilities and competitiveness together with China," Nedeljkovic said.

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Following his engagements in Beijing, Nedeljkovic is scheduled to travel to Shenyang, Liaoning province, a key production hub in BMW's global manufacturing network and a location closely associated with his previous responsibilities as board member for production.

The company's 10-billion-yuan ($1.49 billion) Gen6 high-voltage battery project is scheduled to start production on Thursday.

The project marks another step in BMW's localization and electrification efforts in China, translating its long-term commitment to the market into further industrial investment.