Stengke is leaving BMW to strengthen China's strategy

China's auto market will usher in the departure of a multinational car company executive. This time it is a luxury brand BMW car that is in a period of rapid sales growth.

On December 7th, BMW Group Greater China announced that Dr. Deng Ke, currently President and Chief Executive Officer of Greater China Region of BMW Group, will formally leave the position during the first quarter of next year. At the appointed time, Mr. Ange, the current president of BMW Group Germany, will take over from Steinenko and assume the position of President of the Greater China Region of BMW Group.

Stengke is the fifth of the multinational car executives who announced their departure this year following General Motors China's Gan Wenwei, Volkswagen China Ni Kaiming, Skoda China Marx, and Mercedes-Benz China Miles. Although BMW China's explanation is that Stangenko retired due to personal retirement, but coincided with the adjustment period of the Chinese luxury car market this year, the substitution of BMW executives also made the industry more concerned.

Analysts believe that as the legendary hero of BMW in the Chinese market, Stangenko led the BMW China team to continuously make great achievements. Since the beginning of this year, BMW's sales in the Chinese market has been growing all the way, and it has rushed to catch up with Audi. At this time, Stangenko's departure is like a rapid retreat, leaving enough room for BMW's China strategy. BMW directly appointed the president of BMW Germany to take over the Chinese business, and its strategic intention to further strengthen the Chinese market is even more evident.

Shi Dengke high position courageously

Always with a smile on his face, this is a big impression Strange left for the Chinese auto industry. It is also the smile of this face that changes the public’s serious traditional understanding of the Germans, and is proficient in understanding Chinese culture. Speaking fluent Chinese also makes Stangenko a typical Chinese pass.

Since he officially left the position of President and CEO of Yaskawa Benz in September 2004, and then joined BMW China, Stangenko has served as President and CEO of BMW China for a term of 8 years.

From the beginning of his predecessor's tenure, during this eight-year term, Stangenko and BMW have grown up together in China.

In May 2004, BMW and Brilliance’s joint venture plant, BMW Brilliance, was officially opened, which created a new foundation for BMW’s business in China. Since then, close cooperation with joint venture partners, promotion of BMW sales in China, promotion of BMW China brand, and timely development of China's strategy have become an important task for Stangko.

It can be said that in the cooperation with the Chinese partner Brilliance, Stanco's excellence won the trust and respect of Brilliance. Based on this, as a joint-venture production plant of BMW in China, BMW Brilliance also started to produce BMW 3 Series, BMW 5 Series and BMW X1 series models locally. In addition to domestic production, BMW China continues to introduce more imported models. As of now, BMW has imported 26 models in the Chinese market, covering traditional power models, pure electric new energy vehicles and hybrid models.

Thanks to domestic BMW and imported BMW, BMW has won the success in the Chinese market and BMW's strategic position in the world has also been improved.

In terms of sales, Stangenko and his team also increased BMW's annual sales in China from the original less than 20,000 to about 300,000 this year, an increase of up to 15 times. The reporter learned that only in the first 10 months of this year, BMW's sales in China reached 264,000, an increase of 35.2% year-on-year, far higher than the average growth rate of luxury cars. As of now, BMW Group has achieved sales in the Chinese market. Break through 1 million vehicles.

2012 was a pivotal year for BMW. At present, the Chinese market has already become BMW's largest market in the world. Undoubtedly, these successful factors are closely related to the Chinese strategy that Stangco has implemented over the years.

BMW enhances China's market position

With the departure of Mr. Shi Dengke, as the successor, Ange, president of New BMW Greater China, who will take office in the first quarter of next year, has attracted more attention from the industry.

It is understood that the age of 54 has been in the BMW Group for nearly 25 years, has led a number of functional areas in various regions, currently serving as president of BMW Germany, currently managing sales and marketing in the German domestic market. From the perspective of Anger's resume, he has extensive management experience and has performed very well in his current position.

Analysts said that the direct appointment of the local president of the BMW Group is responsible for the Chinese market business, which is very rare in multinational car companies. "But from the point of view of this appointment, BMW will strengthen China's strategy in the future." The above analysts told reporters, "The German president can implement the existing strategy more effectively and understand the tasks and objectives of the BMW Group level more accurately. ”

However, despite the departure of Steinke left behind a solid foundation for BMW's future development in the Chinese market, there are still many challenges that need to be resolved before the new president of Greater China. The primary goal is to understand the Chinese market and how Further strengthen the Chinese market strategy, use the Chinese market to increase sales to catch up with Audi. In addition, grasping the good relationship with the joint venture partner is also the key to test the future strategy of BMW, especially the joint venture company will soon realize the joint venture model.