"Coaching" + matching supply and deployment of several lines except BMW Board

Posted on 6/1/2015 5:01:34 PM

January to April, luxury brands are in China, "cold", BMW has not been spared.
When Coincidence or not, the growth of the luxury car market down, BMW Group in China joint venture BMW Brilliance were exactly three personnel changes, a move that immediately triggered speculation in the industry. Insiders said that the reasons for the personnel changes or April 1 BMW sales increase tightness.
In the reporter "China Business" in an exclusive interview, Yang Hong BMW (China) Corporate Affairs Senior Manager of the company, did not deny its links between personnel changes and changes in the market, and also said that one of the reasons that the measure was "more efficient flexibility to respond to market changes towards sustainable success."
It is called "changes in the market," referring to the current situation is the slowdown in the market for luxury cars as a whole rather than in addition to personnel adjustments, BMW is also leading to regulate supply and demand, to force the compact market, the development of new energy and other ways to deal with the current situation.
Multi-line simultaneously
"This year, China's economic growth has gradually affected the changes in various industries, including automobiles. But it is undeniable that the Chinese economy is the new normal, and was expected to make adequate preparation. BMW, the ensure the stable and sustainable development of our strategic focus. "Yang Hong representation.
To ensure that this kind of "sustainable development" recently, BMW announced three personnel changes: the incumbent vice president Liu Zhi Bao Manan area will be the vice president of sales 任华晨 BMW, vice president of sales projects Connaught Zhu Tong will serve as vice president application, Liang Jian current Connaught take over as director of brand management vice president Bao Manan area. "The positions of swap, first is to let them extend the field of career development, on the other hand is to further develop the experience they have accumulated, and promote major synergies regions, therefore more efficient and respond flexibly to market changes towards sustainable success. "Yang Hong representation.
In addition, BMW had already begun in early April shipments to adjust and maintain communication with the dealer to keep abreast of market changes. In recent years, tensions between the car companies and dealers has become one of restricting the development of the automobile industry, key questions, in early 2013, President and CEO of BMW Group Region China said Engelhard the establishment of close association dealer is the first of its important work after taking office. Adjusting the volume of supply, not only make the BMW adapt to market changes, but also in large part to relieve pressure on the dealer to help relations between companies and distributors more stable in the long term.
Maybe the car market had anticipated, "Winter is coming," On the product side, the BMW design also underway: In the last two years, the BMW new momentum to accelerate in China, and places interest compact car segment. In early 2015, BMW introduced two lines Sport Wagon, which is the base camp compact segment BMW 1 Series, the original paragraph 2 line MINI set above the lineup for the first time will extend the compact sport wagon segment luxury class . In addition, hot new energy vehicles today, BMW also common action "i" series of electric vehicles, hybrid BMW 5 Series as well as the launch of the brand promise, have landed in China market . As for the industry overall localization process concern, BMW will also be made in the near future the number of models increased from 3-6, which will also help to generate sales to some extent.
All these initiatives demonstrate, BMW seems to have a good job, "ready to fight" has its own development plan has been clear, however, how challenging later left outside pressures.
Competition
In April, the 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 the Chinese market totaled approximately 153,000, an increase of 5%. In fact, since late last year, BMW sales growth in the Chinese market had already begun to tighten, a few years ago erupted frequently double-digit growth, has become the past.
This is due to the economic slowdown in China largely under the "new normal", all the luxury market is not the economy, and the pressure of competition, can not be ignored.
Compared with less than 1% growth in sales in a single month BMW, Mercedes-Benz in the Chinese market, sales grew more than 20%. Especially with the introduction of a variety of new vehicles in China's auto market, the differences Benz and BMW are shortened. Moreover, Camp luxury cars second-line Volvo, Jaguar and Land Rover to achieve localization after the impact of BMW is also increasing, while the Infiniti and the rise of DS also will make the market to some extent eating.
"In the general slowdown in market growth, prices of automobiles reached early indicators of success should not be absolute sales figures, but must be compared with the situation of the market share of competitors. The fluctuations in growth sales is not representative of the development of business and take up more space in the market competition, is the key to this competition. " He said auto industry commentator Zhang known.
It seems that competitors sales soared, more precisely to continue to introduce competitive products BMW has brought unprecedented challenges. Under such pressure, the success of the relief measures BMW? In this regard, Yang Hong said enough confidence: "By monitoring the market closely and rapid response and continuous optimization of business operations of the company, we are sure to overcome market fluctuations in the short term to achieve sustainable development long-term. "
In the National Passenger Car Information view Co-Secretary-General Choi Dong-tree, BMW actually there is some room for growth: "In this game of luxury cars, products of car prices remain the focus of the competition, location of commodities are a priority. At present, efforts are being made to BMW space, which should continue to accelerate the localization process. In addition to the existing '3 ~ 6 program, if more aggregate models Played camp location, BMW will be an advantage in the market for luxury cars in the future.

Post a comment

Hello guest, care to post a comment?