Michael Kirchner
Michael Kirchner is an automotive pricing, incentives, and commercial strategy leader with 20 years of experience spanning OEM sales planning, market analytics, dealer operations, forecasting, and performance management. As Director of Pricing and OEM Incentives, he helps automotive manufacturers translate complex market data, transaction activity, pricing dynamics, and incentive trends into executive-ready insights and actionable recommendations. His work connects analytics with the commercial decisions that influence sales performance, competitive positioning, market share, and go-to-market strategy.
Michael brings a practitioner’s perspective shaped by leadership roles across the OEM, retail, and automotive market-intelligence sectors. He has led sales and aftersales operations across the United States, Canada, and Mexico; directed forecasting and performance management processes; and advised senior executives on pricing, incentive effectiveness, network performance, and market strategy. His operational experience includes functions across nearly every part of the automotive value chain for both mature luxury OEMs and new market entrants, spanning sales, distribution, and aftersales, from market-level analysis to leading commercial functions. This breadth of experience has given him a practical understanding of how value is created and protected throughout the ownership cycle.
Today, Michael focuses on advancing the application of pricing analytics within automotive decision-making. He leads executive client engagements, develops scalable analytical use cases and briefing materials, and works across Sales, Product, Data, and Consulting teams to convert customer needs and market developments into clearer strategies, stronger analytical products, and more consistent executive narratives. His perspective combines quantitative analysis with firsthand knowledge of how pricing and incentive decisions are implemented across OEM and dealer channels, enabling him to address both the analytical discipline and the commercial realities of automotive pricing.
