宝马中国换帅，两年销量少了20万辆

Core Viewpoint - BMW Group is undergoing a significant leadership change in its Greater China region, with Christian Ach set to take over as President and CEO from Sean Green, who has served for over a decade. This transition comes as BMW aims to revitalize its sales and brand presence in the competitive Chinese electric vehicle market [1][4]. Group 1: Leadership Transition - Christian Ach, a long-time BMW veteran, will assume his new role on April 1, 2026, bringing extensive experience from various markets, including Germany and Northern Europe, where he successfully increased electric vehicle sales [1][4]. - Sean Green's tenure saw BMW become the largest single market for the brand globally since 2013, but he acknowledged the changing market dynamics that challenge traditional brand pricing strategies [4][5]. Group 2: Market Challenges - BMW's sales in China have been declining, with a drop from 825,000 units in 2023 to 714,500 units in 2024, and further down to 625,500 units in 2025, marking a loss of approximately 200,000 units in just two years [5]. - The imported vehicle segment has been particularly hard hit, with sales plummeting by 62% from 171,000 units to 64,000 units in 2025 [5]. Group 3: Strategic Initiatives - In response to market pressures, BMW has initiated a price reduction across 31 models to remain competitive and plans to launch around 20 new products in 2026, including a long-wheelbase version of the BMW iX3 tailored for the Chinese market [5][6]. - The new iX3 model is designed to meet local consumer preferences, featuring a longer wheelbase and a localized operating system, indicating BMW's commitment to adapting to the Chinese market [6]. Group 4: Financial Performance - BMW Group's pre-tax profit for the first three quarters of 2025 was €8.056 billion, a decline of 9.1% year-on-year, leading to a downward revision of the annual profit forecast [9][10]. - The profit decline is attributed to increased tariffs in the U.S. and financial support to dealers in China, which has eroded profit margins [10]. Group 5: Global Context - Despite the challenges in China, BMW remains the leader in global sales among the German luxury trio (BBA), with a slight increase in global sales to 2.4637 million units in 2025, while competitors Mercedes and Audi experienced declines [11]. - The contrast between slight sales growth and declining profits highlights BMW's struggle with the "price for volume" strategy, emphasizing the need for effective leadership to navigate these challenges [11].