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BMW Group has announced the appointment of Christian Ach as its new President and CEO for China, tasked with overseeing a broad range of market operations within the country. Ach, who currently manages market activities in Germany, will succeed Sean Green starting April 1. He has been with the company since 1998, beginning his career at the Munich sales branch, and has held various management roles within BMW’s sales organization. Most recently, he was appointed CEO of BMW Germany in March 2024.
“Under Ach’s leadership, the German market has seen outstanding performance,” said a senior executive responsible for customer experience, branding, and sales. “Not only has there been profitable growth and a strengthening of our segment leadership, but we also witnessed significant expansion in electric vehicle sales.”
“Today, one out of every five BMWs sold in Germany is fully electric,” the executive added. “With his extensive experience and sales expertise, I am confident Ach will play a crucial role in the Chinese market, which remains vital to our global strategy.”
Over the past two years, the Chinese automotive sector has experienced significant shifts. Traditional luxury automakers face increasing pressure, with BMW’s sales in China declining by 13% last year, totaling 626,000 units compared to 2024.
The company now stands at a pivotal point in its strategic transformation. Its “Neue Klasse” project, aimed at revolutionizing its electric vehicle lineup, marks the largest investment in the company’s history. The first mass-produced vehicle of the Neue Klasse lineup, the BMW iX3, was unveiled in Munich last September, with a Chinese-made version expected to launch this year. BMW plans to introduce over 20 new models, including Neue Klasse vehicles, as part of a major product rollout in China over the next two years.
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