The all-new BMW 5 Series Li, launched in the Chinese market with more individualization and innovations as it looks to defend pole position in the segment.

BMW Brilliance Automotive is for the first time providing an M Sport Style option among the initial offerings, at the same suggested retail prices as the Luxury Style alternatives, the automaker announced at the launch ceremony for what the company considers its most important product in Hangzhou, capital of Zhejiang province on Friday.

"As the first premium auto brand establishing a customization department offering really individualized product, we are prepared for the diversified needs of customers. The all-new BMW 5 Series Li is the right answer, at the right time," Johann Wieland, president and CEO of BMW Brilliance Automotive Ltd, said in an interview.