BMW Group Asia corporate affairs director returns following strategy overhaul

BMW Group Asia has announced that Preeti Gupta (pictured) has returned to the role of corporate affairs director. Based in Singapore, Gupta was previously the director of sales channel and network development at BMW Group Asia, where she held the role for over one and a half years. 

This transition comes as BMW Group Asia overhauls its corporate affairs strategy in light of evolving automotive industry and successful business development in the region, according to a statement seen by MARKETING-INTERACTIVE. 

During her time as director of sales channel and network development, Gupta and her team successfully rolled-out the Retail.Next concept in 19 dealerships and service centers throughout the BMW Group Asia region. She also worked closely with the team in Indonesia to lead expansion efforts and support future growth for both the BMW and MINI networks. 

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In addition, Gupta successfully led her team in the digital transformation of the business. During this period, she continued her responsibilities as sustainability lead for the organisation, driving CSR initiatives, communicating ESG messages to key stakeholders and leading the Polaris Award initiative for BMW Group Asia Dealer Partners. 

Gupta joined BMW Group Asia in April 2016 as corporate affairs director. She was responsible for corporate, brand and product communications across 13 importer markets in the SEA, South Pacific and South Asia regions for BMW and MINI brands, according to her LinkedIn. 

Prior to joining BMW Group Asia, Gupta was at Tigerhall as its Thinkfluencer, a senior consultant at Text100 Singapore, and account director at Vox Public Relations. 

“2024 was a surprisingly successful year for both BMW and MINI across the Group Asia region, despite ongoing market challenges. However, we’re acutely aware that the automotive industry in our region will continue to evolve at a fast pace in 2025 and will bring with it new challenge," said Lars Nielsen, managing director, BMW Group Asia. 

"Whether it be new retail formats, market entrants, or the ever-changing media landscape, we need to address these head on. We firmly believe our corporate affairs strategy is essential to ensuring we keep a finger on the pulse of the market and stay one step ahead," added Nielsen. 

To Gupta's appointment, Nielsen said that the company is confident she is best placed to take BMW Group Asia through this next phase as it relooks who its industry stakeholders are, rethink what it wants to communication and to which audience, as well as determine how best to deliver these messages to its growing target audience. 

Earlier this year, it was reported that BMW secured its position as the number one premium automotive brand in Singapore in 2024. This growth was supported by an expanded battery electric vehicle portfolio that witnessed +107% increase in sales year-on-year and top-selling products, according to a statement seen by MARKETING-INTERACTIVE. 

As BMW Group enters 2025, the automative maker is looking to launch new models, and maintain its growth trajectory for fully electric vehicles. 

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