Compared with the replacement of Diss, the departure of the global CEO of the Volkswagen Group, Mullen, is somewhat unexpected.
Two days ago, the Volkswagen Group officially released the information on "changes in high-level personnel and changes in business structure." At 4 pm on April 12, 2018, German local time, the Volkswagen Supervisory Board announced that the new CEO of the Volkswagen Group will be replaced by Volkswagen passenger car brand CEO Herbert Diss.
In the opinion of global public opinion, the Volkswagen Group has been in a relatively stable development state for a while, and there is no clear indication that the Volkswagen Group will undergo such a large personnel change within a few days. In contrast, what is the intention of the public personnel adjustment? Why is Diss the best candidate to take over from Mullen? What are the main tasks of Diss after taking over? This series of questions has become the focus of attention.
The "cost killer" from BMW to the publicLess than half a month after the Beijing Auto Show in 2018, a current global CEO of the Volkswagen Group, Mullen, or the outgoing foreign media report focused on the industry's current CEO change. Why did Mullen leave? Who is the successor, Diss? It is a matter of focus for everyone.
Diss began to become the CEO of the Volkswagen passenger car brand in July 2015, but the professional manager entered the people's field of vision and began to BMW.
Serious, serious, careful, rigorous, resolute, bold, and arrogant... These words can be seen in Diss. He was deeply impressed by the fact that Dess, a BMW middle-level technician, was a regional director and was a director of the BMW Group in 2012.
At work, Diss likes to make bold changes. He always likes to use personality to touch the cumbersome process of big companies. The person who has worked with him describes it. This is a person who doesn't know what is keeping a low profile. He never keeps the wrong person. Opportunity: "He doesn't want others to waste him for even a minute."
From the competent technology to the sales director, Diss has brought about two major changes for the development of BMW. Under his leadership, BMW's overall product is transforming towards a younger and more efficient, and it is not hesitating to control the cost. Hands and even BMW have so far called him a "cost killer." It was under his management that BMW successfully passed the financial crisis and laid a good foundation for today's young genes.
Even after leaving BMW, Diss showed his distinctive character. In 2014, with the departure of the then BMW Group CEO Robert Resef. Who took over this position became a hot topic at the time. In the selection of popular people, Diss is one of the CEO candidate successors, and even local media in Germany quoted various sources to infer that in the two aspects of BMW rejuvenation and financial management, no one is better than Dess.
Surprisingly, under the development of younger development, the BMW Supervisory Board and the Kurt family finally chose the group director Ladder Kruger, who is less than 50 years old, as the CEO. According to relevant sources of the BMW Group, in the BMW Group, senior executives over the age of 55 have been identified as older and no longer suitable to lead the BMW rejuvenation strategy, so BMW chose the younger Kruger.
It can be seen that this CEO's selection of Dess did not fail, but the full-fledged person made a resignation at a speed that was too fast, and joined the Volkswagen Group as the global CEO of Volkswagen Brand in less than a year.
Unlike BMW, the relationship between Volkswagen in Germany is more complicated, so the mature and experienced people who entered the public board at that time were mostly. The 55-year-old Diss is a "mature and active" talent here, and his age and experience have become his advantage.
When Diss took over as CEO of the Volkswagen passenger car brand in 2015, it was at a time when Volkswagen’s global sales volume fell, and his first priority was to implement the reduction plan proposed by the then Volkswagen Group CEO Wen Deen to help the public. The brand achieves a profit margin target of 6% or more in 2018. According to relevant data, the profit rate of the Volkswagen brand in 2014 was only 2.5%. At the same time, in the current plan of reducing expenditure, half of the measures were not yet determined, and implementation was even more a myth.
But for Diss to accept this challenge, relevant professionals commented: If someone can complete the reduction of operating costs set by the public at the time of 5 billion euros, then this person must be Diss. At the same time, Wendeng also called Diss "one of the most capable people in the automotive industry."
In the eyes of Wendeng, Diss "the greatest ability" is nothing more than his ability to turn the core business of the public downturn into a profit machine. After all, Diss, who had worked for BMW for nearly 20 years, has the title of "cost killer." It is understood that during the economic crisis in 2008, Lehman Brothers collapsed, and Diss appeared in the right time, successfully completed the BMW spending reduction plan, and reduced the cost in a timely manner.
After nearly 60 years of Diss to the public, his age has become an advantage. At the same time, his ability to cut costs and car R&D technology made him closer to the group's CEO after he took over the flagship brand and became one of Wendeng's successors.
However, the sudden exposure of the tail valve incident at the end of 2015 made Wendeng resign and resigned, and the public must find a senior leadership company that understands the ins and outs and can satisfy all parties. Obviously, Diss, who has just arrived in the public, is not suitable to lead the public to deal with this complicated event. Therefore, through the majority of shareholders vote, the last Porsche CEO of Mullen took over the position of CEO of the Volkswagen Group, and Diss once again passed the position of CEO.
The reason why Diss became the successor of MullenCompared with the replacement of Diss, the departure of the global CEO of the Volkswagen Group, Mullen, is somewhat unexpected. From the outbreak of the tailgate incident in 2015, 64-year-old Mullen took over as the CEO of the Volkswagen Group, Wen Deen, for nearly three years, leaving the post two years ahead of his term. The reason for this is undoubtedly the concern of the outside world.
It is understood that the overseas media reported that the Stuttgart prosecutors are investigating whether a number of members of the top management of the public have notified the shareholders of Porsche Holdings in 2015 that they intend to delay the cheating of the public to manipulate the stock. At that time, Porsche CEO Mullen had a relationship that could not be clarified, which brought much inconvenience to Mulun's current work.
In addition, Mullen’s age is already too large. In 2015, he became the successor of Wendeng. After a long period of operation, Volkswagen Group's sales in 2017 reached 10.7 million units, and its operating profit reached 17 billion euros, a substantial increase of 16.5%. At the same time, strategic planning has been made in terms of electrification and autonomous driving.
German locals told car prophets that the handling of the tailgate incident has reached a good stage to this day, and Mullen can hand over the position of CEO of the Volkswagen Group. At the same time, the German news said that Mullen will retire directly after leaving office and will no longer hold other related positions.
Mullen’s departure was not the first time that the Volkswagen Group had changed its CEO within a few days. In the previous changes in the management of the Volkswagen Group, there were many times when the director’s departure was suddenly announced.
As a successor, Diss seems to have a good reason and ability in the German public opinion to successfully qualify for the new position of the CEO of the Volkswagen Group within a few days.
The 59-year-old Diss has reached the public's "standard" in age, and the mature, sophisticated, and turnaround character has become one of the main factors in his election as CEO. Moreover, the background of the “clean†experience of not having an exhaust valve event has added points to him again. On the other hand, for the Volkswagen Group, which is still in the tailgate event, the new Volkswagen Group CEO must have a strong heart in order to drive the entire team to develop rapidly.
And Diss is such a "efficiency expert" and "cost killer" who are good at communication and resolute.
During Dessert's tenure, in the face of the group's 5 billion euro cost reduction target, Diss spent a year completing what was considered impossible at the time. It should be noted that this figure is almost equivalent to the BMW Group's full year net profit for 2013, and the plan also covers every factory in all regions of the public.
Another incident that shocked the German auto industry was that the first thing that Diss made after becoming the CEO of Volkswagen's passenger car was the suspension of Phaeton.
As a legacy of history, Phaeton has not been profitable for many years before it has been sold. Although the Volkswagen Group also believes that the existence of this model no longer has substantial significance, no one dares to stop. At the time, even though the new generation of Phaeton had been developed and will be launched, Diss still chose to shut down Phaeton. This move also allowed the newly appointed Des to demonstrate the decisive character and powerful ability of doing things in the first time.
In addition, the car prophet found that the sales revenue of the Volkswagen passenger car brand was 80 billion euros by interpreting the data of the Volkswagen Group's fiscal year 2017. The operating profit before the special project expenditure was 1.9 billion euros in fiscal 2016. It rose to 3.3 billion euros, and the operating sales return rate before the special project expenditures rose from 1.8% last year to 4.1%. Among them, the performance of the Volkswagen brand accounts for a considerable proportion, which also shows the contribution that Diss has made to the public in the past.
Two major tasks of Diss: efficiency and financeThe German local media pointed out that when Diss was the CEO of the Volkswagen passenger car brand, he had sorted out the brand's passenger car models to cut costs, aiming to increase the profitability of the products. In the future, Diss will be the CEO, and it is very likely that the Volkswagen Group will be prepared to make major changes in product efficiency and finance.
According to relevant German media reports, in the future, in the group structure, the Volkswagen Group may divide its 12 brands into four major companies according to brand attributes. Among them, Volkswagen brand, Skoda and Seat will be merged into one; Bentley and Audi form a luxury car company; Porsche, Bugatti and Lamborghini form a sports car company; commercial vehicles and trucks form a company.
Compared with other automobile groups such as Daimler, Volkswagen is not the first company to reorganize its business after being split. Under the general trend of such development in the automobile industry, the Volkswagen Group, which has been affected by the tailgate incident, should quickly sort out. Its own group business has promoted cost reductions in the Group's parts and components and increased profitability of product models.
In addition, the re-adjusted brand structure has made the internal relations of the Volkswagen Group more streamlined and clear, and the work efficiency between the top levels will be flexible and efficient. To a certain extent, such a group operation model is also in full compliance with the working style of Diss "efficiency experts".
It is understood that the Volkswagen Group proposed in the 2017 financial report that "the ratio of capital expenditure and R&D should be reduced to 6% by 2020 at the latest." For this initiative, the Volkswagen official has publicly stated that “the R&D investment of the Volkswagen Group appears to be “overheated†for the expenditure of certain projects, and believes that enterprise development should not only focus on the amount of capital input, but should focus on the output of research and development inputs. A company's R&D investment changes in a wavy line. Once it is invested too much, it will shrink or increase the input cost due to the focus on output, and therefore it is considered that a company is unlikely to remain at the top of the R&D investment ratio. â€
In fact, effective control over the excessive investment in research and development funds has a relatively positive impact on the company's cash flow, and this measure can better protect the Group's previously established strategic direction and planning.
The brand is clear, the development efficiency is accelerated, and the financial management is healthy. Perhaps this is the three core tasks and expectations that the Volkswagen Group has given to Diss.
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