In a pivotal move to fortify their ongoing growth strategy in the robust Asian market, German automobile and motorcycle manufacturer, BMW Group Asia, is set to enact a series of management changes, effective from 1 July 2023. This strategic reshuffling is designed to support the company’s expansion plans, that include the establishment of a second dealership in Singapore, the initiation of local production in Vietnam, and addressing the surging demand in Indonesia.
The driving force behind these transformations is a twofold increase in sales volumes in Indonesia, thereby underscoring the need to reassess business procedures and bolster overall business efficiency. As Lars Nielsen, the managing director of BMW Group Asia, points out, this is an essential step towards giving due attention to local development and growth.
To tap into the untapped potential in the Vietnam market, Lee Hwee Siong, the current sales channel and network development director, will relocate to Vietnam and assume the position of Head of Business Development. Nielsen is confident that Siong’s strong ties with THACO, the authorized distributor of BMW, MINI, and Motorrad in Vietnam, will take the BMW Group brands to the next level.
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Succeeding Siong’s role as the sales channel and network development director will be Preeti Gupta, the current director of corporate affairs. Nielsen firmly believes that Gupta’s comprehensive experience and knowledge will help BMW attain dealer network sustainability and modernize the customer journey, a critical part of the company’s evolving network strategy.
Furthermore, Kidd Yam, the current head of MINI Asia, will now handle corporate affairs. Having a wide range of experience in product, sales, and marketing, Yam’s profound understanding of BMW and MINI will be indispensable in the coming years. This is especially true as the company prepares for the launch of a new MINI model family in 2024 and the advent of the “Neue Klasse”.
The position of head of MINI Asia will now be held by Daren Ching, the current director of marketing for BMW Asia. Ching’s extensive regional experience and familiarity with various markets, including Malaysia, Indonesia, and Singapore, will undoubtedly be valuable in fostering the MINI brand’s growth.
Nielsen emphasises the importance of these changes as the business evolves and grows, stating that this reshuffling presents an opportunity for everyone to step out of their comfort zones, challenge themselves, and bring fresh perspectives to their roles and the business.
These management changes reflect BMW’s ongoing efforts to increase brand visibility in Asia. In recent times, BMW Asia partnered with the Orchard Road Business Association (ORBA) to create a remarkable consumer experience with the new BMW 7 Series using AR technology. These actions highlight the brand’s commitment to innovation and consumer engagement, setting the stage for their future growth in the Asian markets.
This news is based on a report from the marketing-interactive website.
