BMW Launches New Products into China, and Strengths Its Localization HR Management

For remaining the development in China, BMW is preparing to bring more products into China.

BMW focus its eyesight to A-class auto market just after its new 5 series Li launching market. The company plans to introduce a new sedan in 2017. As one of the most important products of BMW 1 series, its opponents are Audi A3 sedan and Benz CLA.

Meanwhile, BMW plans to produce more China made products. According to the speech of BMW Greet China president Engel: “BMW is enlarging its local production capacity. At present, we aim to product more China made products, and it will motivate sales in the future.”

BMW has management adjustment recently. It is a problem for BMW to manage its team and improve its localization level at present.

As it known, the new A-class sedan will be geared with 1.5T and 2.0T engines, and will adopt new UKL precursor technology of BMW, coding NES. In the future, middle and small cars of BMW will build based on precursor technology platform, which includes next generation BMW 1 series, 1 series GT, Z2, new X1, X2 and new Minicooper.

Engel told media at the 5 series press conference that “among Chinese market, compacted car and SUV market will have better market performance.” Therefore, the new A-class sedan will be the key product of BMW in China.

With the 5 series Li launching market, 5 series GT, M5 and 5 series hybrid will upgraded in the same time. According to the report, 5 series sales takes up to 84% of Brilliance BMW sales in 2012 and take more than 33% of BMW sales in China. The percentage still has kept going.

5 series is one of the most successful products we have in Chinese market. If it is reasonable to enlarge 5 series production capacity, BMW will consider about it and improve 300 thousand production capacity of Shenyang plant to 40 thousand. Engle said.

At present, management leaving is attracting eyesight of outside. It is a challenge for localization. After former president left BMW in 2012, vice president of BMW (China) Yi LU has left BMW end of the same year. Daley, senior vice president of Brilliance BMW, has left his position in Jan 2013. Jianjun Duan, vice sales president, has left this September as well.

Engle has answered management adjustment in the front that he feels pity for the loss, and tried to persuade some of them to stay with BMW, but failed. BMW will not hire management from outside simple, but promote from inside normally. Borui WAN and Tong ZHU will take the positions of their formers.