General Manager – HONGQI Benelux

FAW; Randstad; Hybrid; EUR 125,000 - 150,000; Full time

Benefits offered by this job

OTE Bonus

Company Car

25 Days Holiday

Pension

International Growth

High Visibility

Job summary

FAW Europe, owners of HONGQI, seeks a General Manager Benelux to lead the Netherlands, Belgium and Luxembourg. Based in the Amsterdam/Hoofddorf area, you will drive commercial growth and align with Chinese leadership in a hands-on, high-impact role within a fast-growing European market.

You will build a high-performing market organization, shape dealer networks, manage P&L and cross-functional operations, and report to the Chinese GM for Europe.

Qualifications

• 10–15 years of progressive experience in the consumer automotive industry, preferably premium or volume brands
• Proven track record in building Go-to-market strategies and dealer networks
• Experience with P&L, budgeting and commercial planning at regional level
• Experience in international matrix organizations with Asian HQ is a strong advantage

Responsibilities

• Develop and execute the Benelux business plan including sales, network development and profitability
• Lead dealer/service network build-out across NL, BE and LU
• Coordinate operations between dealers, European HQ and China (ordering, logistics, registrations)
• Manage regional budget, drive cost discipline and ROI on investments
• Build and develop the Benelux team (Sales, Marketing, Aftersales) and establish KPIs

Skills

Market development

Go-to-market strategies

Dealer network management

P&L budgeting

Cross-functional leadership

Strategic thinking

Education

Bachelor's or Master's degree in Business/Automotive Management/Economics

Job description

We are a fast-growing Chinese premium automotive and EV brand in the process of establishing and scaling our presence across Europe. As General Manager Benelux, you will be the senior local leader responsible for driving HONGQI’s commercial and operational development in the Netherlands, Belgium and Luxembourg.

You will lead the local organization and work in close alignment with the Chinese leadership to build a high-performing market organization in the Benelux. This is a hands-on, high-impact, high-visibility leadership role in a dynamic scale-up environment, combining strategic market development with significant operational responsibilities typical of a premium automotive manufacturer entering a mature European market.

The role reports directly to the Chinese General Manager for Europe and is based at/near our European headquarters in the Amsterdam/Hoofddorp area.

Key Responsibilities

1. Market Development & Commercial Leadership

• Develop and drive the execution of the Benelux business plan, covering sales volume, network development, brand positioning and profitability targets.
• Lead the build-out and continuous improvement of the dealer and service network across the Netherlands, Belgium and Luxembourg.
• Drive wholesale performance, retail excellence, stock health and commercial programs in line with European and global guidelines.
• Monitor market trends, competitor activity and dealer feedback; provide structured recommendations to European and Chinese leadership.

2. Operational & Cross-Functional Coordination

• Coordinate key operational processes between dealers, European HQ and China, including vehicle ordering, allocation, logistics, registration and aftersales readiness.
• Ensure high standards in dealer operations, customer experience, warranty handling and technical support.
• Work closely with Aftersales, Logistics, Product Management, HR, Finance and Marketing functions to secure smooth market operations and continuous improvement.
• Manage the regional budget and contribute to P&L performance with a strong focus on cost discipline and return on commercial investments.
• Build, lead and develop the local Benelux team (Sales, Marketing, Aftersales and supporting functions).
• Establish clear roles, KPIs, performance management and ways of working suitable for a fast-moving automotive scale-up environment, ensuring alignment with Chinese leadership while maintaining execution speed

4. Brand, Network & Stakeholder Management

• Support local marketing activation and dealer marketing programmes in close cooperation with European Marketing.
• Represent the brand towards dealers, industry partners and other key stakeholders in the Benelux.

Required Experience & Background

• 10–15 years of progressive experience in the consumer automotive industry, preferably with a premium or volume brand.
• Proven track record in building successful Go-2-market strategies, market development, dealer network management or country / regional leadership roles within an OEM, importer or national sales company.
• Solid experience with dealer performance management, retail standards, wholesale processes and aftersales interface.
• Previous exposure to P&L, budgeting and commercial planning at country or regional level.
• Experience working in an international matrix organization, ideally with Asian (Chinese) headquarters, is a very strong advantage.
• Corporate maturity combined with entrepreneurial agility: you can navigate a large, highly structured Chinese state-owned organization with patience and cultural intelligence, while operating independently in Europe where resources, processes and support are still developing.
• Adaptability; you are comfortable working without a ready-made playbook, adapting quickly to changing priorities and finding pragmatic solutions when circumstances require it.
• Strong commercial acumen combined with operational understanding of the automotive value chain (from wholesale to retail and aftersales).
• Ability to lead and develop teams in a multi-cultural, matrix environment.
• Structured, data-driven and results-oriented working style.
• Excellent stakeholder management skills — comfortable dealing with both local dealers and remote headquarters.
• Entrepreneurial mindset with the ability to create structure and momentum in a developing organization.
• High energy, ownership and comfort with a fast-changing environment.

Languages

• Dutch: fluent or native (strongly preferred)
• French: intermediate to advanced (important for Belgium)
• Chinese: a significant advantage

Education

• Bachelor’s or Master’s degree in Business, Automotive Management, Engineering, Economics or a related field.

Location & Working Model

• As this position is linked to our Amsterdam-based European HQ, your work-location is set within a hybrid model of office attendance, limited working from home and travel occasionally to visit the channels, dealer and touch-points across Benelux.

What We Offer

• On-Target Earnings – depending on your qualification-level – in the range of €125,000 to €150,000 gross per year, being a competitive fixed base salary plus a 20% performance-based On-Target bonus linked to business targets.
• Company car or generous car allowance.
• 25 days holiday + bank holidays.
• Pension contribution
• International growth opportunities within a rapidly expanding Chinese EV brand.
• Direct reporting line to the Chinese GM for Europe, high visibility within the European organization and the chance to shape the Benelux market entry from the ground up, setting the model for the rest of Europe.

About FAW Europe / HONGQI

FAW Europe is a subsidiary of the China FAW Group Corporation, which is one of the oldest and largest automotive manufacturers in China. Originally founded in 1953 as First Automotive Works, the corporation operates internationally to export and manufacture vehicles in over 70 countries. Ranging from heavy-duty and commercial trucks (through FAW Trucks) to municipal transit buses, construction machinery, and passenger cars. Flagship brands include JIEFANG (commercial trucks), BESTUNE (passenger cars) and HONGQI (high-end luxury vehicles; https://www.hongqi.nl).

Through various international subsidiaries, joint ventures and assembly plants, FAW has a massive presence outside of China, particularly across markets in Africa, the Middle East, Southeast Asia, and Latin America. In addition to our own brands, FAW-Volkswagen and FAW Toyota are partnerships that build and sell vehicles within China and globally.

A reference and background check will be part of the selection process.

WE WILL ONLY BE ACCEPTING APPLICATIONS FROM CANDIDATES, WITH AN UNRESTRICTED RIGHT TO WORK IN BENELUX.