The board of BMW Brilliance announced a significant leadership change. Birgit Böhm-Wannenwetsch will assume the role of President and CEO on August 1, succeeding Dr. Franz Decker. Böhm-Wannenwetsch brings extensive experience from within the BMW Group, most recently overseeing the financial services division in the Americas.
During Dr. Decker’s tenure, the Shenyang production base of BMW Brilliance achieved an annual production capacity of 830,000 vehicles. However, BMW has faced a challenging sales slump in the Chinese market. In 2024, its sales volume dropped to 714,500 units, a 13.4% year-on-year decline, underperforming key rivals Audi and Mercedes-Benz.
Intense competition in China has forced BMW to cut prices to retain market share, negatively impacting profit margins and straining relationships with dealers. To address this, the company plans to launch multiple new models, with next-generation vehicles scheduled for mass production in Shenyang by 2026.
Now, Böhm-Wannenwetsch steps into a high-stakes role. Her task is formidable: revitalize BMW Brilliance’s performance in the world’s largest automotive market. With strategic product launches and potential adjustments to business strategies, all eyes are on whether she can turn the tide for the joint venture.
