销量连跌两年，中国区CEO黯然离开，宝马中国战略大溃败？

Core Viewpoint - BMW Group announced a significant leadership change in its Greater China region, appointing a new CEO, which comes at a time of declining sales and market challenges in China [1][4]. Group 1: Leadership Change - The announcement of the leadership change was made two months in advance, which is unusual for the company [1]. - The outgoing CEO, Gao Xiang, served for only two years, while the new CEO, Ke Ruichen, has 27 years of experience within BMW but lacks prior experience in the Chinese market [1][3]. Group 2: Sales Performance - BMW's sales in China have seen a dramatic decline, with 2024 sales dropping to 714,500 units, a 13.4% decrease year-on-year, and further falling to 625,500 units in 2025, a 12.5% decline [5][7]. - Over two years, BMW lost nearly 200,000 units in sales in China, a figure comparable to the annual output of a medium-sized joint venture car company [5]. Group 3: Market Context - The decline in BMW's sales in China is unique compared to its global performance, where total sales increased slightly by 0.5% in 2025 [7]. - The luxury German automotive sector, including competitors like Mercedes-Benz and Audi, is also facing significant challenges in the Chinese market, with declines of 19% and 5.6% respectively [9]. Group 4: Pricing Strategy - BMW attempted to exit the price war in mid-2024, citing concerns over profit erosion and brand value, but this strategy did not stabilize sales and led to further market share loss [10][13]. - In January 2026, BMW announced significant price cuts on 31 models, with reductions up to 300,000 yuan, marking a rare move in its history [13][16]. Group 5: Electric Vehicle Strategy - BMW is betting on electric vehicle (EV) development under the new leadership, with plans to launch around 20 new BMW and MINI models in 2026, including a long-wheelbase version of the BMW iX3 tailored for the Chinese market [19][21]. - The shift in consumer preferences towards EVs and smart features is a critical factor for BMW's strategy in China, where the penetration rate of new energy vehicles exceeds 50% [19]. Group 6: Challenges Ahead - Ke Ruichen's lack of experience in the Chinese market poses significant challenges, as previous attempts to appoint leaders without local experience have not been successful [21][23]. - The competitive landscape in China is increasingly complex, with local brands like BYD and Li Auto rapidly advancing in product quality and marketing strategies [23][25].