FRANKFURT (Reuters) – BMW (BMWG.DE) has named Oliver Zipse as its new CEO, hoping the “decisive” company lifer will help the automaker regain its edge in electric cars and win back the premium market lead lost to Mercedes-Benz under his consensus-seeking predecessor.
FILE PHOTO: Oliver Zipse, board member of German luxury carmaker BMW attends the company’s annual news conference in Munich, Germany, March 20, 2019. REUTERS/Michael Dalder/File Photo
Zipse, 55, joined BMW as a trainee in 1991 and served as head of brand and product strategies and boss of BMW’s Oxford plant in England before becoming board member for production.
The German company said he would become chief executive on Aug. 16, taking the helm during a major industry shift towards electric and self-driving cars and amid new competition from technology giants.
BMW shares were up 1.4 percent at 0717 GMT.
“With Oliver Zipse, a decisive strategic and analytical leader will assume the Chair of the Board of Management of BMW AG. He will provide the BMW Group with fresh momentum in shaping the mobility of the future,” said Nobert Reithofer, chairman of BMW’s supervisory board.
Under current CEO Harald Krueger’s leadership BMW was overtaken in 2016 by Mercedes-Benz (DAIGn.DE) as the best-selling luxury car brand and ceded ground to startup rival Tesla (TSLA.O) in premium electric cars.
BMW had an early lead in premium electric vehicles but throttled back its ambitions after the i3, an expensive city car, failed to sell in large numbers, allowing Tesla to overtake BMW in electric car sales.
Reithofer initially championed Krueger’s low-key consensus-seeking leadership, but pressured him to roll out electric vehicles more aggressively, forcing Krueger to skip the Paris Motor Show in 2016 to reevaluate BMW’s electric strategy.
Krueger’s reluctance to push low-margin electric vehicles led to an exodus of talented electric vehicle experts, including Christian Senger, now Volkswagen’s (VOWG_p.DE) board member responsible for software, and Markus Duesmann, who is seen as a future Audi CEO.
Duesmann and Senger were poached by Volkswagen (VW) CEO Herbert Diess, a former BMW board member responsible for research who was himself passed over for BMW’s top job in 2015 in part because his sometimes impatient leadership style was seen to be too autocratic for BMW, company insiders said.
At VW, Diess has since pushed through a radical 80 billion euro ($90 billion) electric car mass production strategy and a sweeping alliance with Ford (F.N).
BMW’s supervisory board discussed succession at its U.S. plant in Spartanburg, South Carolina, after Krueger said he would not be available for a second term.
Krueger, 53, will resign as CEO and will leave the management board by mutual agreement on Aug. 15, BMW said.
Zipse emerged as favorite because BMW’s efficient production network, which he expanded in Hungary, China and the United States, has helped the company deliver industry-leading profit margins despite its relatively small scale.
But experts say auto industry leaders also need other skills for the new era of software-driven electric and autonomous cars.
“A CEO needs to have an idea for how mobility will evolve in the future. This goes far beyond optimizing an existing business,” said Carsten Breitfeld, chief executive of China-based ICONIQ motors, himself a former BMW engineer.
“He needs to be able to build teams, to attract key talent, and to promote a culture which is increasingly oriented along consumer electronics and internet dynamics.”
Being able to cope with shorter product cycles and new technologies, and a willingness to take bold decisions are among the qualities needed, Breitfeld said.
BMW, Audi (NSUG.DE) and Mercedes-Benz have dominated the market for high-performance sedans for decades, but analysts warn a shift towards more sophisticated technology and software is opening the door to new challengers.
“Tesla has a lead of three to four years in areas like software and electronics. The millennials are much more focused on these things. There is a risk that the Germans can’t catch up,” UBS analyst Patrick Hummel said.
“Production expertise is important, but if you want to avoid ending up being a hardware provider for Google or Apple, you need to have the ability to move up the food chain into data and software,” a former BMW board member said, declining to be identified.
Reporting by Edward Taylor; additional reporting by Paul Lienert, Ben Klayman and Jan Schwartz; Editing by Christopher Cushing, Jason Neely and Mark Potter