Date: 18th August 2019
Oliver Zipse, BMW’s new Chief Executive, urged the employees of the company to strive to overtake Mercedes in terms of its sales revenue. This comes as the demand for luxury cars dampens in the global economy.
The CEO addressed the employees through an internal email after Harald Krueger stepped down as the CEO of the company. BMW is facing intense competition from carmakers like Daimler and Tesla. The company has been behind Mercedes-Benz producer Daimler for the last five years. On the other hand, Tesla has bright future prospects with its upcoming range of electric cars.
Zipse told employees to not blame the circumstances that exist at the moment. Instead, he asked them to have a “positive spirit” in order to take advantage of the available opportunities. He added that having a positive spirit will have an impact on the corporate culture of the company and would aid innovation.
The CEO also said that the company has to work to be better than its competition in all aspects. These include products, processes, structures, and costs.
Zipse said in a statement that the company has been successful in reducing the sales gap between BMW and Mercedes. Moreover, the company is planning to introduce new models in the market.
The carmaker has flexible production lines which can produce combustion-engined as well as electric cars. This, according to the CEO, gives the company an edge over its competitors as the company will be able to alter the production of electric cars according to its demand in the market.