BMW Implements Channel Reformation, Ange“Redefines” Localization

After one year Ange taking over BMW Great China, people feel the reformation of BMW now.

Recently, as reporter known from BMW Beijing dealers, BMW starts to adjust its imported and China made cars percentage at terminal. It relatively improves China made cars percentage. However, BMW initialed its channel reformation not long ago. It increases Southeast region into original four sales regions to refine sales mode according to market change.

Obviously, BMW new looking is based on Ange reformation. Therefore, it is taken as start of “Ange Reformation” by outside. There is no doubt that Ange has understood China market operation after series human resource change from 2013. Ange will “define” his localization in China of BMW in the future.

“After BMW increase China made mode percentage, it not only will increase China made mode sales, but also will benefit localization process of BMW China made. Meanwhile, imported cars salespercentage cut will improvedealer’s profit, and stable terminals.”According to a dealer of BMW in Beijing, BMW channel reformation will bring new future for him.

At present, Ange, president and CEO of BMW Great China, told media during interview that “I believe BMW sales growth in China will be driven by China made modes in the future. China made modes sales have increased to 50%, and the figure will keep increase. In 2013, we introduce new mode. And there are some other modes will be China made in the coming future. We are looking forward China market growth. Annual growth in the future shall remain over 10%. That is why we keep huge capital investing into plant.”

Besides, according to message, BMW will implement channel reformation at the earliest in next year.It may divide original four regions: west, east, south and north into five regions. Original east region may be divided into east and southeast regions. Head office of new southeast region will locate in Hangzhou. Bin SHAO, former brand director of Brilliance BMW joint venture “Zinoro” and marketing director of Brilliance BMW, will take director of southeast region. For BMW, channel reformation shall support sales region development. Each region will add certain managers according to market. Each manager shall manage 8- 10 dealers. Work range is smaller than before, but it will refine market management, and motivate BMW market development.