Why BMW ignores Chinese users in handling issues in China

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Today, internationalization, BMW China's every move must rely on Hongyan Chuanshu, consider the report to the headquarters in Germany? Or is it that according to its own needs, the BMW headquarters handles problems with priorities, and some problems are simply ignored.

In different incidents, the reaction speed of BMW's headquarter is very different, which means that BMW is very focused.

Compared with the X3 flameout incident that has not yet been resolved, BMW's reaction to the rumor of falling profits can be described as rapid. In October, after foreign media introduced the report “China's luxury car market cooling, BMW new 5 Series and other price reductions of 20%,” on October 14th, BMW CFO Friedrich Eichiner quickly responded overseas, saying “With this (BMW In the Chinese market, there is a price reduction promotion. On the contrary, BMW has not offered any discount promotions to the new 5 Series in China, and some dealers actually have to raise their prices.” Friedrich Eichiner even emphasized that it is expected that BMW will complete sales of 1.6 million in 2011. Vehicles, EBIT more than 10% of the target. Even if the economic conditions continue to deteriorate, BMW will still achieve this goal.

Within half a month, the rumors of a drop in profits in the Chinese market quickly spread to the headquarters, and BMW immediately responded; but the BMW X3 flameout turmoil, although it took one year, still did not meet the response of the BMW headquarters. What is the internal reason? On the surface, the Chinese market is very important for BMW cars. Otherwise, the BMW CFO will not be so eager to clear the rumors of the price reduction of the new BMW 5 Series in China, nor will it stress that the Chinese luxury car market has not stopped growing; but why are they too lazy? Responsible for its Chinese users?

Or, internationalization today, BMW China's every move should rely on Hongyan to pass the book, consider reporting to the German headquarters? Or is it that according to its own needs, the BMW headquarters handles problems with priorities, and some problems are simply ignored.

Even a BMW sitting high on the throne of a luxury car must follow a commercial code—the consumer is God. Those good-looking profit margins and financial statements that satisfy the capital market ultimately come from consumer acceptance. Any company that ignores or rejects the fundamental interests of consumers will eventually push itself to the abyss.