After the rotation, BMW is expected to "kill" Mercedes-Benz and sit firmly on the first throne?

Can BMW maintain its position as the first luxury brand in China market this year after the rotation?

On September 15, BMW Group Greater China announced a new round of management rotation. According to the arrangement, the rotation involves the heads of BMW's five sales regions in China and some related functional departments.

At present, BMW has five sales regions in China: North, South, East, West and Southeast. It is reported that the average age of the personnel participating in this rotation is only 44 years old, and the average length of service in BMW is over 13 years. They generally hold management positions in two or three positions and have accumulated rich experience, which has played a key role in the business development of BMW in China, the largest single market in the world.

BMW explained that the purpose of this rotation is to realize a virtuous circle of knowledge, experience and "best practices" among various departments of the company, and to cultivate and reserve more localized senior management talents for the company.

It is worth mentioning that BMW made a rotation on 20 16. Among them, Shao Bin, vice president of BMW China Southeast Region, was transferred to North Region as vice president, and Li Xuemin, director of dealer development department of BMW China, took over as vice president of Southeast Region. Wang Hong, vice president of sales of BMW China, will lead the work of BMW China Training Institute, and Bao, former vice president of North District, will take over as vice president of sales of BMW China. The rotation on 20 16 aims to strengthen the middle and senior management team, so as to respond to the changes in the China market more quickly and make BMW "the leader" in the luxury car market.

However, the rotation of 20 16 has not brought about a qualitative change in BMW's position in BBA. According to the data, in 20 17 and 12, Audi successfully retaliated against Mercedes-Benz and BMW by delivering 69,000 new cars in a single month, and won the luxury car market champion in China with the annual sales of 60 cars, with the annual sales of BMW less than 0. ?

To this end, in 20 18, BMW also carried out internal staff rotation. 20 18 data shows that the sales of Audi, Mercedes-Benz and BMW are 6 1 10,000, 510.2,000 and 466,000 respectively. Specifically, before 20 18 1 month, Mercedes-Benz kept advancing by leaps and bounds, and its sales ranked first in BBA, but Audi broke out in silence. /kloc-in February of 0/8, the situation reversed again, and BMW's performance was mediocre, ranking third.

It was not until 20 19 that the situation changed. BMW surpassed Mercedes-Benz for the first time since 20 15 and won the sales champion. Audi is not as good as Lexus brand, ranking fourth. With the breaking of Audi's monopoly position, the competition between Mercedes-Benz and BMW is becoming more and more fierce.

This rotation shows that BMW wants to "win". The data shows that in 2020, the sales of BMW and Mercedes-Benz will be 406,5438+0,000 and 398,000 respectively. In contrast, BMW is only a little ahead of Mercedes-Benz. In the long run, obviously you can't "laugh too early".

In the luxury car market in China, BBA, as the brand of the first camp of luxury cars, has been fighting for several years, which can be said that the "Three Kingdoms Kill" of luxury brands continues to be staged.

For a long time to come, the contest in the luxury car market will continue to heat up, and it is still unknown whether BMW can achieve annual sales growth after this shift change. For BMW at the moment, this is more like a marathon, and BMW is destined to finish the race with record-breaking results. Shopping malls are like stadiums, and no one can remember who is second and who will win the championship in the end. Let's wait and see!

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.