BMW makes multiple management changes ahead of expansion in Asia

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German vehicle and motorcycle manufacturer BMW Group Asia has revealed that it will be making multiple management changes to support the company’s ongoing growth strategy in Asia, according to a statement by the company

Effective 1 July 2023, the new roles will complement BMW’s appointment of a second dealer in Singapore, its first local production in Vietnam and to cope with the high demand from Indonesia.

"We also increased sales volume at an unprecedented rate in Indonesia, emphasising the need to rethink business processes, ensure higher business efficiencies, and provide increased attention to local development and growth,” said Lars Nielsen, managing director of BMW Group Asia.

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Following the start of local production in Vietnam, Lee Hwee Siong will be relocating to Vietnam to helm the role of head of business development in Vietnam. Lee is the current sales channel and network development director and has been with BMW Group Asia since 1992.

“There is a great deal of growth potential in the Vietnam market waiting to be unearthed,” Nielsen continued.“By building on his strong relationships with THACO, the authorised distributor of BMW, MINI and Motorrad in Vietnam, we believe Lee will bring the BMW Group brands to the next level in the market.”

Lee’s role as sales channel and network development director will be taken over by Preeti Gupta who is the current director of corporate affairs and who has been with the company since 2016.

“We are reaching a turning point in our network strategy as we roll out the retail,” Nielsen said. He stressed BMW’s focus towards dealer network sustainability and the modernisation of its customer journey which he is confident Gupta’s experience will deliver.

Taking on the role of corporate affairs will be Kidd Yam, the current head of MINI Asia who started his career with BMW Malaysia in 2010 and who held a variety of roles in product, sales and marketing before relocating in Singapore in 2018.

"His knowledge of BMW and MINI will be vital in the coming years as we launch the new MINI model family in 2024 and prepare for the coming of the Neue Klasse,” added Nielsen.

Yam’s role as head of MINI Asia will be helmed by the current director of marketing for BMW Asia, Daren Ching.

Nielsen stated, “This is a great opportunity for Ching to leverage his experience in the region and help drive growth for the MINI brand as they prepare for the next chapter in their story.”

Ching has been with the organisation since 2005 and has worked with several markets in the region for the organisation which include Malaysia, Indonesia, and Singapore to name a few.

Ching’s successor has yet to be announced by the company.

“Just as our business evolves and grows, our people must do the same,” said Mr. Nielsen. “This is an opportunity for everyone to step out of their comfort zone, challenge themselves, and bring fresh perspectives to their roles and the business."

BMW has been rapidly working to increase brand recall in Asia over the last few months. Recently, BMW Asia collaborated with the Orchard Road Business Association (ORBA) to take over the digital billboard on the side of Mandarin Gallery, allowing consumers to experience the new BMW 7 Series. From 7pm to 10pm daily, consumers as far as 1km away experienced the 45-second or 90-second journey through the 7 Series and its latest innovations. Using AR technology, consumers can also participate in various social media contests and experience exciting aspects of the 7 Series.

At 100m in height above street level, and 18m in width, BMW said this is the highest billboard in Singapore today. The spokesperson declined to disclose the monetary value of the DOOH activation but explained that the automotive brand wanted a location that offers unrivalled visibility.

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