According to media reports, an internal “management-level” email issued by BMW headquarters in Munich on October 13 announced the retirement of Sun Wei, Vice President of Corporate Affairs at BMW Group Greater China. In the message, BMW praised Sun Wei’s contributions as “a model of exceptional service and dedication.” Sun Wei has long been recognized not only as BMW Group’s key communicator in China but also as a highly respected figure within China’s automotive industry, media, and online communities.
A Distinguished Career in the Auto Industry
With over 30 years of experience in the automotive sector, Sun Wei previously spent a long tenure at Volvo. She joined Volvo China Sales Co., Ltd. in 1995, where she served as Marketing Director. In May 2012, Sun officially joined the BMW Group, serving as Vice President of Marketing and Public Relations at Brilliance BMW. On September 1, 2014, she was appointed Vice President of Corporate Affairs at BMW China, responsible for corporate communications and public relations, a role she has held for over 10 years.
Sales Performance During Her Tenure
During Sun Wei’s leadership period, BMW’s performance in China saw remarkable growth. From 2014 to 2019, BMW Group’s sales in China climbed from 456,000 units to 723,700 units. In 2021, BMW achieved a record-high 846,000 units in China.
Between 2022 and 2024, BMW entered a strategic transformation phase, leading to some sales fluctuations. Despite this, annual sales remained stable at over 700,000 units. In 2024, BMW delivered 714,500 new vehicles in China — a 13.4% year-on-year decline, accounting for 29% of global sales.
BMW’s Current Market Situation
On October 10, BMW Group released its latest global sales report, showing that in Q3 2025, the company sold 588,300 vehicles worldwide, up 8.8% year-on-year. Cumulative sales for the first three quarters reached 1,795,894 units, up 2.4% year-on-year.
China remains BMW’s largest single market, with Q1–Q3 2025 sales totaling 464,971 units, a 11.2% year-on-year decline. In the third quarter alone, BMW sold 147,121 vehicles in China, down 0.4% year-on-year, representing 25% of its global total.
Strategic Outlook and Electrification Goals
According to BMW’s long-term plan, over 50% of its global sales will come from electric vehicles by 2030. The company is also undertaking an aggressive product renewal strategy — 20 new models will be launched globally within the next two years, with over 80% offering electrified powertrains. By the end of 2027, BMW expects to introduce more than 40 new models, mostly facelifts or next-generation versions of existing vehicles.
Next-Generation Models
On September 5, at the Munich IAA Mobility Show, BMW unveiled the world premiere of the next-generation BMW iX3, the first production model under its “Neue Klasse” (New Class) electric strategy. Built on BMW’s new intelligent electrical/electronic architecture, the new iX3 closely mirrors the Vision Neue Klasse X concept in design.
Production for the European market will begin by the end of this year, while a China-specific version — tailored for local consumers — will debut later this year and enter domestic production in 2026.
