在首轮电动化转型成效不及预期的压力下，宝马、奔驰等传统豪华品牌正密集启动战略调整，对外联合奥迪多次公开“炮轰”欧盟政策，对内则全面反思自身转型路径。
Under mounting pressure from underwhelming results in the first wave of electrification, traditional luxury brands such as BMW and Mercedes-Benz have launched intensive strategic adjustments. Externally, they have joined Audi in repeatedly challenging EU policies; internally, they are reassessing their transformation strategies.
2035年禁燃令的立场松动，直接导致欧盟政策发生逆转。在此背景下，BBA选择暂缓激进电动化扩张节奏，通过密集调整寻求突围，而人事轮换成为这场变革的核心抓手。
The softening of the EU’s 2035 ICE ban stance directly triggered a policy reversal. Against this backdrop, the BBA brands opted to slow aggressive EV expansion and pursue breakthroughs through internal restructuring, with executive reshuffles serving as a key lever.
尽管企业背景各异，但身处相似的发展困局，这一轮人事调整的指向高度一致：其一，进一步向中国市场倾斜战略重心；其二，为下一轮电动化转型积蓄新动能。
Despite differing corporate backgrounds, these brands face similar dilemmas. Their personnel changes point in the same direction: shifting strategic focus further toward China and building momentum for the next phase of electrification.
电动化转型失速，已开始实质性拖累全球业绩。2024年，宝马、奔驰与奥迪三大品牌的全球销量均出现不同程度下滑。
Sluggish electrification progress has begun to materially drag down global performance. In 2024, BMW, Mercedes-Benz, and Audi all recorded year-on-year sales declines.
宝马集团全年销量245.1万辆，奔驰238.9万辆，奥迪167.1万辆。其中宝马与奔驰销量小幅下滑约4%，奥迪则大幅下跌11.8%，中国市场的失守是最核心变量。
BMW delivered 2.451 million vehicles globally, Mercedes-Benz 2.389 million, and Audi 1.671 million. While BMW and Mercedes saw roughly 4% declines, Audi plunged 11.8%, largely due to losses in China.
2024年，宝马在中国交付71.45万辆，同比下降13.4%；奔驰乘用车在华销量68.4万辆，同比下滑7%；奥迪在华销量仅65万辆，同比下降10.9%。
In China, BMW delivered 714,500 vehicles in 2024, down 13.4%; Mercedes-Benz sold 684,000 passenger cars, down 7%; Audi fell to 650,000 units, down 10.9%.
问题的根源直指电动化与智能化的双重滞后。即便是表现相对最稳的宝马，其电动车销量结构也难言理想。
The root cause lies in lagging electrification and intelligence. Even BMW, the strongest among the three, delivered far from ideal EV results.
2024年，宝马纯电动车全球销量42.6万辆，占比仅17.4%；奔驰新能源车型36.76万辆，其中纯电18.51万辆，同比下滑23%；奥迪纯电销量仅16.4万辆，几乎停滞。
In 2024, BMW sold 426,000 BEVs globally, accounting for just 17.4%. Mercedes delivered 367,600 NEVs, including only 185,100 BEVs, down 23%. Audi sold just 164,000 BEVs, effectively stagnating.
至今，BBA在新能源领域仍未诞生真正意义上的爆款车型。即便是宝马i3，2024年在华销量也仅4.7万辆，与中国品牌月销过万形成鲜明反差。
To date, none of the BBA brands has produced a true EV blockbuster. Even BMW i3 sold only 47,000 units in China in 2024—far behind Chinese brands that routinely exceed 10,000 monthly sales per model.
与此同时，中国新能源汽车市场高速增长。2024年，中国新能源汽车年产量首次突破1000万辆，市占率升至65.2%，同比提升9.2个百分点。
Meanwhile, China’s NEV market surged. In 2024, annual production surpassed 10 million units for the first time, with domestic brands reaching a 65.2% market share, up 9.2 percentage points.
在巨大反差之下，BBA已意识到，继续沿用燃油车时代的节奏无法赢得智能电动时代。变革势在必行，而人事调整成为最直接、最有效的切入口。
Facing this stark contrast, BBA recognizes that ICE-era strategies no longer work in the intelligent EV age. Transformation is inevitable, and executive reshuffles are the most direct lever.
12月17日，奔驰宣布两项关键人事变动：首席设计官戈登·瓦根尔将于2026年离任，结束28年奔驰生涯；北京奔驰CEO柏瑞凯将回德国负责电驱系统研发。
On December 17, Mercedes-Benz announced two major changes: Chief Design Officer Gorden Wagener will step down in 2026 after 28 years, and Beijing Benz CEO Hubertus Troska will return to Germany to lead electric drivetrain development.
这两项调整，精准覆盖设计灵魂与中国市场两大核心领域，本质是为下一阶段电动化转型重建管理中枢。
These moves directly target the two most critical fronts—design and China—aiming to rebuild leadership foundations for the next phase of electrification.
宝马方面，则任命纯电平台核心推动者米兰·内德列科维奇出任新CEO，释放出战略重心从“电动化宣言”转向工业化落地与成本控制的明确信号。
BMW appointed Milan Nedeljković, a key driver of its next-gen EV platform, as CEO—signaling a shift from bold EV declarations toward execution, industrialization, and cost control.
传统豪华品牌的共识正在形成：不再是中国市场需要他们，而是他们比以往任何时候都更需要中国。
A shared realization is emerging among traditional luxury brands: it is no longer China that needs them—it is they who need China more than ever.
从设计灵魂到核心技术，从生产体系到供应链重构，中国市场已成为决定全球豪华车企电动化成败的关键变量。
From design philosophy to core technologies, manufacturing systems to supply chains, China has become the decisive variable in global luxury automakers’ EV success.
窗口期正在收窄。BBA要夺回的，不只是市场份额，更是在智能电动时代重新定义“豪华”的资格。
The window is closing. What BBA must reclaim is not just market share, but the right to redefine “luxury” in the intelligent EV era.
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