BMW Group Asia has announced sweeping management changes as part of its ongoing growth strategy in the region. From 1 July 2023, four members of its existing management team will take on new roles and responsibilities throughout the organisation.

To start, Mr. Lee Hwee Siong, the current Sales Channel and Network Development Director, will be relocating to Vietnam to take the role of Head of Business Development. Mr. Lee's experience in the fields of sales, aftersales, and dealer development will be deployed in the country as BMW starts local production of its models with automobile manufacturer THACO.

Back in Singapore, Mr. Lee's role is set to be taken over by Ms. Preeti Gupta, the current Director of Corporate Affairs. Ms. Gupta joined BMW Group Asia in 2016, during which she has developed a deep understanding of the BMW Group Asia business, its customers, and how they engage with the group's brands.

Customers here can expect more from BMW's showroom here in the near future, as BMW Asia states Ms. Gupta's experience will be critical as the firm rolls out its Retail.Next strategy, works towards a more sustainable dealer network, and modernises the customer journey.

Mr. Kidd Yam, current Head of MINI Asia, will take on the role of Corporate Affairs Director. Mr. Yam started his career with BMW Malaysia in 2010, holding a variety of roles in product, sales and marketing before moving to Singapore in 2018 to take on his current role. Mr. Yam is said to be strongly poised to lead the communication efforts for the organisation in the region with his experience with both the BMW and MINI brands.

Finally, after two years as Director of Marketing for BMW Asia, Mr. Daren Ching will take on the role of Head of MINI Asia. Mr. Ching has been with the organisation since 2005 and has experience working in sales and marketing in several markets in the region, including Malaysia, Indonesia, and Singapore.