Former Beijing Benz executive reportedly named Lincoln CEO

Shanghai (Gasgoo)- Beijing Mercedes-Benz Sales Service Co., Ltd. (BMBS) announced on June 4 that Mao Jingbo, the firm’s current Executive Vice President of Smart/AMG/V-Class/Vito sales and operation, had submitted a resignation and gotten approval, and will no longer take charge of the firm’s relevant business from then on.

News comes that Mao may join Ford’s new sales company in China, Lincoln China as CEO. Over a 10-year career at Mercedes-Benz China, Mao has made a remarkable contribution in different fields during the growth of the company.

She was appointed as Marketing Director of Mercedes-Benz China in 2007 responsible for the brand’s marketing in the China, and successfully restored Benz’s diversified brand image through a series of approaches like platform establishment and further expansion, which laid a brand and market foundation for Benz’s localization and intensive introduction of the products. Mao has worked as Executive Vice President of Smart/AMG/V-Class /Vito sales and operation for Mercedes-Benz China since 2016, and has been responsible for the brands promotion and marketing of the above brands in China.

Lincoln, as the last batch of luxury brands entering into the Chinese market in 2014, has much weaker brand influence compared with German and Japan luxury brands. Two out of the first five months saw the sales decline of Lincoln brand. According to the latest sales data, due to the plummet of The MKZ and MKC, the brand sales in February and April were respectively down 9% and 14% from a year earlier.

Mao’s joining will enable Lincoln in the current predicament to get a comprehensive improvement in marketing, brand building, dealer relations and other aspects, and will promote the brand to achieve further development in China.

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