BMW Channel Integration Goes into Abyssal Region, Ange Terminates “Sales Talks”

BMW is active to cure after Stark period issues. Benz reorganizes product strategy and come back. Volvo is coming to say goodbye to the generation abandoned by Ford. Except Audi, all high-end luxury brandsare active to adjust their strategy for Chinese market combat 2014-2015 seasons.

Different from BMW chasing Audi alone but others sit and watch, with their “clubs”member increase, second round luxury segment competition full of uncertainty. At present, in China, Audi sit top seat stable. BMW has luxury configuration and waits for a fight. Benz is under reorganization and integration. Volvo is just like a black horse.

In 2013, BMW seniormanagement is turbulence. Chinese luxury automobile segment ends its savage growth. BMW sales with inside and outside crisis even turn down to single figure growth. Last March, Ange takes CEO and president position of BMW Great China market instead of Stark. The first time he told his BMW growth expectation in front of media: 10%.

In fact, Ange underestimates purchase power of Chinese luxuryautomobile consumers. 2013 sales of BMW in Chinese market hit record high to 391 thousand, which has increased 19.7% over last year, and total beyond Ange expectation. On 6 Jan, Ange immediately came back after finishing his Christmas holiday from north German, and assembled media conference.

Ange wants to send message out by figures. In the past year, BMW focus on business chain and develop new profit point. The strategy works and is proven by sales result. In 2014, BMW will remain the strategy.

In March 2013, when Ange takes his position, he told media about his “administrative program”. He will focus on after sales service which has more development potential, and pay more attention on dealers profit ability. Which is different from the former Stark average development, Ange wants to spend and invest more in China, and lead BMW develops stably, which is what BMW head office is thinking.

At present, a reformation leading by Ange initialed and started from sales level. The reformation include dividing BMW into four sales regions, sink its sales channel deeply, active customer touch point in sales chain and dig new business value points etc. In 2014, Ange makes his “administration program” real.