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【FACE TIME】Engel:Back to Dream Land

2013年07月18日08:09
来源:搜狐汽车 作者:崔娜

  Auto Sohu:Your expectation for BMW is 10%, is it the same expectation for the future of premium segment in China?

  Mr. Engel: I mean the 10% growth is for the whole premium segment in the next 10 years. For BMW, my expectation for BMW is a bit higher than this but not too much. We hope achieve a better performance than the average standards in the market, which means we will gradually win the market share. In the first 6 months, the premium segment increased by 7% and we achieved 15%, doubled the average level of the market.

  Over-rapid development is not our goal. And we expect the high growth rate may not continue in the future. However, it is good to maintain a stable momentum of development, which means we can gradually gain market share and keep our dealerships and teams in good operation. We will be satisfied with a low double-digit increase of 11% or 12%.

  Auto Sohu:Some media comment that since the Chinese market has become increasingly important, the headquarters in Germany intend to take tighter control over the operation in China, is that true? How much will the BMW headquarters have influence in the decision making?

  Mr. Engel: There is neither “control restriction” like some media commented, nor “tighter control over the Chinese market”, because the strategy can only be achieved through the coordination and communications between the headquarters and local markets.

  China is one of the top markets for BMW Group. The Board of BMW Group holds special meetings for China once or twice a year to discuss critical strategies for Chinese market.

  This mechanism won’t be affected by the personnel changes.

  There is no doubt that any critical decision about market need to be coordinated by all stakeholders. In China, we need to cooperate with our Joint-Venture, plants, dealerships and partners. Our decisions are made based on comprehensive considerations and understandings. This mechanism is not a “control” but a cooperation, which is implemented in the most important 6-7 markets of BMW Group worldwide.

  I was in charge of German market when it was the largest market for BMW worldwide. The operational mechanism in Chinese market now is same as what we had at that time, which is a very good cooperation. The local staff together with the headquarters needs to contribute to important marketing strategies. I really appreciate for the great job our colleagues have done in Munich.

  Auto Sohu:Mercedes-Benz just established a department in its headquarters in Germany to be in charge of Chinese market business. Other brand like Volkswagen has a board member to be responsible for its business in China. Does BMW have the similar mechanism?

  Mr. Engel: In the past years, we have achieved great success in China in our own way. We don’t need to follow others. The Chinese team has delivered excellent performance and the headquarters is satisfied with the development here. It is not necessary for us to have a task force or special arrangement for China.

  Auto Sohu:When did you get to know that you are going to be in charge of the Chinese market? What is your first feeling when you knew it? Did you have any hesitation about coming to China?

  Mr. Engel: I have been working for BMW for over 25 years and have done many different functions. My best 9 years were spent in Asia. I worked in Singapore, South Korea and Thailand. The time was so great that I didn’t want to leave Asia. But I needed to go back to Germany due to the headquarters’ arrangement. I told my colleagues that I really enjoyed the experience in Asia and hoped to come back again.

  I talked to my wife and children when I was appointed the new role. They really supported me. My wife and two sons, one is 19 and the other is 16, will move to Beijing in three weeks. So we come back to Asia as a family this time, especially back to the largest and the fastest growing market. It is a pleasant challenge and I am really happy to take this role in China.

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