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April, 2024

BMW Group appoints Alexander Brockhoff as ANZ general manager for MINI brand

BMW Group has confirmed Alexander Brockhoff as the new General Manager for its MINI brand in Australia and New Zealand, effective from May 2024.

Brockhoff brings with him 18 years of experience within the BMW Group, having started his career with the company in 2006. Initially focusing on sales volume planning in the German market, Brockhoff relocated to Australia in 2007. In Australia, he worked for BMW Financial Services and held various roles in marketing, including Manager of Product and Pricing. He was responsible for sales of BMW M and BMW i, served as National Sales Manager and Head of Network Strategy and Development.

Subsequently, Brockhoff held various roles in Marketing, including Manager of Product and Pricing. During this time, he spearheaded long-range planning, managed product specifications, and ensured competitive pricing positioning for every model sold in Australia.

Brockhoff replaces Matt Schmidt, who will move into the role of General Manager for BMW Sales in Australia and New Zealand. Under Schmidt’s leadership, the MINI brand achieved year-on-year growth and set an all-time sales record in 2023 for both countries, including record-breaking performance in MINI electric sales.

“Alexander brings extensive and diverse experience to his new role, having significantly contributed to both sides of our sales and financial sides of our business operations,” said BMW Group Australia CEO, Wolfgang Buechel.

“His expertise across financial services, product planning, sales, and management of our retail network showcase his deep understanding of our business. He has fostered respected relationship through close collaborations with our dealer partners and his successful contributions to our business make him the ideal candidate to further advance his career within the BMW Group.”

Brockhoff expressed his excitement about his new role and noted its iconic global brand status as well as strong presence in both Australia and New Zealand.

“The move comes at a great time when MINI is undergoing one its biggest transformations since the BMW Group purchased the brand back in 1996 and relaunched the new MINI in 2001, the first premium vehicle in the small-car segment,” he said.

Brockhoff also shared insights about the new range of next-generation models, pointing out the new range of next-generation models embody a new design philosophy called “Charismatic Simplicity’.

“This draws inspiration from the minimalist design of the classic Mini and highlights certain features that are unmistakeably MINI,” he added.