BMW has appointed Christian Ach as President and Chief Executive Officer of BMW Group Region China, effective April 1, as the German premium carmaker seeks to stabilise its performance in its most important global market.
Ach, who has led BMW’s home market in Germany since March 2024, will relocate to China at a time when foreign premium brands are under growing pressure from domestic automakers and a rapidly expanding local electric vehicle sector. China remains BMW’s largest single market by volume, despite a sharp decline in recent years.
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Under Ach’s leadership in Germany, BMW strengthened its position against key rivals and accelerated the adoption of electric vehicles. “Under Christian’s leadership, the German market has performed exceptionally well,” said Jochen Goller, BMW AG board member responsible for customer, brands and sales. “Today, one in five BMWs sold in Germany is fully electric.”
Ach brings more than 20 years of sales experience within the BMW Group, having previously led MINI Germany and held senior regional roles across Northern Europe. His appointment comes as BMW looks to defend market share in China, where sales fell to 625,527 vehicles in 2025 from a peak of 846,237 units in 2021, according to company data.
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China was long the growth engine for BMW and other German automakers, but the market has slowed and become more competitive as domestic brands, particularly in electric vehicles, gain ground. Industry analysts say maintaining profitability and brand relevance in China is now a strategic priority rather than an expansion story.
Ach will succeed at a time when BMW is expanding its local electric lineup and deepening partnerships with Chinese suppliers and technology firms to better tailor products to local demand.
In Germany, Ach will be replaced by Tim Beltermann, currently head of BMW’s direct sales to end customers in the country. Beltermann, a BMW veteran of more than two decades, will take over the role of CEO of BMW Germany on April 1.
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Beltermann has held roles across BMW’s retail, financial services and fleet businesses, and since 2019 has overseen direct-to-consumer sales in Germany. BMW said his appointment ensures continuity in its largest European market.
“I firmly believe that, with his years of experience and proven sales expertise, Christian will make a decisive contribution to the Chinese market, which is so important to us,” Goller said.