BMW staff vias "Winter is coming" test
These days, the news of personnel changes BMW Ikunori concern. In addition to adjusting the BMW Group as president, the key areas of BMW sales are personnel changes. Industry experts believe that with the slowing growth in the Chinese car market, BMW and other luxury brands have ushered off-season, when not timely, strategic adjustments will be difficult to cope with this new change.
Recently, BMW Brilliance Automotive Ltd. announced several appointments: the incumbent vice president Liu Zhi Bao Manan area Mr.Ren the BMW vice president of sales, vice president of sales projects Connaught Zhu Tong will serve as vice president of implementation, the current director brand manager Liang Connaught Kennedy will assume the position of vice president Bao Manan area. A few days later, the BMW Group to make further personnel changes, the outgoing president of the Group Reithofer year in advance, the successor is only member of 49 years, Kruger Board.
BMW personnel changes signal the release of what? There is no doubt, it is actively respond to the challenges of the global recession on the automotive market and the very face of BMW. US Hit drama "Game of Thrones" has entered the fifth season, there is a constant theme is the "winter is coming" (Winter is around the corner). In the world superpower car sales, the luxury car brand is facing a test of "Winter is coming" and the market performance of BMW can best illustrate this point.
Statistics show that in April this year, BMW Group (including MINI and Rolls-Royce brand) in sales in the Chinese market of around 38,000, an increase of only 0.6%. Market performance in the last four months, sales of BMW in China market reached approximately 153,000, an increase of 5%. In fact, since late last year, the performance of BMW in the Chinese market has already begun to weaken, a gradual decline in sales. A few years ago, 20 percent of the hundreds of explosive growth, has become in the past.
Make BMW feel the pressure, in addition to China doubled, the biggest single global market slowdown, as well as Mercedes-Benz and other competition brand luxury cars. In April this year, compared with less than 1% growth in sales of BMW, Mercedes-Benz in the Chinese market more than 20%. Especially with the introduction of a variety of new vehicles in the Chinese car market, Mercedes-Benz and BMW gap it is shrinking. In addition, the luxury car camp second line after Volvo, Land Rover to achieve localization, the impact on the BMW is also increasing.
Against this background, BMW is not difficult to understand the changes of personnel in the field of sales. From the global car market, BMW and Audi, competition from the Mercedes-Benz brand is also intense. It is foreseeable that, compared with the Reithofer was, the challenge will be even greater Kruger faced.
To meet the challenge, BMW is also working out of a great movement. The last two years, the BMW to accelerate the introduction of new models in the Chinese market, to seize the market segment, the price at every turn of the last four or five hundred thousand, falling to about 20 million. For potential owners for the Chinese market, the price undoubtedly has great appeal. In addition, new energy cars in the automotive sector, BMW frequent movements, such as "i" series of electric vehicles as well as the launch of the BMW brand promise, have already entered the Chinese market.
In January, BMW usher in a historic moment, the first million cars off the assembly line officer. For a brand of luxury cars, a million is a good result. Kang Siyuan BMW CEO interview convinced that the next target is achieved million soon. He also said that China's auto market has entered a "new normal" situation in the past that is unlikely to happen again the explosive growth. This means that companies must enter into a more stable and sustainable development, and constantly adjusted to meet the new situation.
