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German luxury automaker has recently undergone management shakeups in China, following the footsteps of peers such as BMW Group and Mercedes-Benz.
Starting April 1, Daniel Weissland will assume the role of general sales manager for the joint venture with state-owned automaker FAW Group. Meanwhile, Matthias Schepers will become Vice President of Sales and Marketing for the company’s local operations beginning June 1. Both leaders bring extensive experience in global regional markets and multi-category product portfolios for luxury brands. Weissland previously helped the brand achieve its largest product lineup in US history.
Earlier in the year, on January 30, BMW announced that Christian Ach would take on the role of President and CEO of its China operations beginning April 1. Ach has a background overseeing European and Nordic markets and has played a key role in advancing electric vehicle promotion and channel development.
Yesterday, the automotive group announced that Daniel Lescow was appointed President and CEO of its Beijing sales division. Lescow has been heavily involved in the smart brand’s electrification initiatives and the creation of its global sales network, bringing significant experience in new energy vehicle operations and channel strategies.
Mercedes-Benz also reported organizational adjustments aimed at enhancing cross-team cooperation in electric vehicle segments. Daniel Lescow’s appointment aligns with these efforts.
These executive changes come at a pivotal moment when the Chinese luxury car market is experiencing deep structural shifts, notably with the electrification drive entering a new phase through the deployment of platform-based models. The new leadership faces pressing responsibilities such as launching electric vehicles in China, refining dealership channels, and strengthening localization efforts.
Traditional luxury automakers have seen their market share in China decline amid rising domestic NEVs, with issues like price inversion and high dealership inventories. The launch of multiple new electric models this year will be a decisive factor in the market transition, under the leadership of the newly appointed executives.
Upcoming large-scale releases include BMW’s Neue Klasse, Mercedes-Benz’s MB.EA platform, and Audi’s Premium Platform Electric—co-developed with local partner SAIC Motor. These products are scheduled for release within the year, with a strong focus on market entry, promotion, and channel adjustments. The new management teams are expected to play an active role in guiding these initiatives.
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