BMW's new CEO Oliver Zipze has called for company employees to "embrace change" and find innovative ways to help the manufacturer outperform its rival Mercedes-Benz at a time when demand for luxury cars is dwindling, reports Reuters.
Zipze approached the staff with an email the day after his predecessor left the post. BMW has lost ground against Mercedes-Benz for the past five years and now has to contend with manufacturers like Tesla in the field of electric vehicles.
"Instead of blaming the current situation, conditions, political landscape or specific personalities, a positive mood will help us take advantage of the opportunities ahead," he says.
Cipse also points out that the company has managed to reduce the gap in sales and is now preparing new models that will help achieve the goal.