AFTER six years as director of sales and brand at Rolls-Royce, Henrik Wilhelmsmeyer is moving to a new senior position within the BMW Group where he will play a leading role shaping the brand’s future high-end luxury cars.

Taking over from Mr Wilhelmsmeyer is Julian Jenkins, a former Rolls-Royce regional director and general manager of sales operations who returns to the company after a stint as sales director of BMW UK, and most recently chief commercial officer at Italian supercar manufacturer Bizzarrini.

Mr Wilhelmsmeyer had previously been Rolls-Royce’s regional director for the greater China region and led the product development, sales and marketing campaigns for business-critical model launches including Cullinan, Ghost, Phantom Series II and, most recently, the Spectre battery electric vehicle.

Henrik Wilhelmsmeyer

He also played a central role in making Coachbuild a permanent fixture within the Rolls-Royce portfolio and is credited with transforming the brand’s mindset, fundamentally reshaping how Rolls-Royce understands and interacts with its clients and the experiences it offers them.

Rolls-Royce says Mr Wilhelmsmeyer brought a more focused, individualised, disciplined and data-driven approach to client engagement, for example with the invitation-only Whispers app for Rolls-Royce owners.

Under his leadership, Rolls-Royce also developed a new visual identity that is being rolled out at dealers worldwide.

Mr Mr Wilhelmsmeyer’s successor is a well-known figure within Rolls-Royce, having previously spent six years at the company’s Goodwood HQ, first as general manager of sales operations, then as regional director for Europe.

A former president of Aston Martin Lagonda in the Americas and holder of senior roles at Bentley in North America and the Asia-Pacific region, Rolls-Royce says Mr Jenkins makes a welcome return to the company after the stints at BMW UK and Bizzarrini.

Julian Jenkins

In a statement Rolls-Royce said: “Julian’s international experience, product expertise and deep knowledge of the luxury sector ensure he is perfectly placed to take Rolls-Royce forward towards its all-electric future.”

Commenting on the executive changes, Rolls-Royce Motor Cars CEO: “Since 2018, Henrik Wilhelmsmeyer has completely transformed our mindset and attitude – how we work together, how we understand and interact with our clients and the experiences we offer them.

“He leaves Rolls-Royce a better place, with his enduring legacy of innovation, progress and achievement in client engagement, product development and consistency in the way our marque presents itself around the world.

“To build on Henrik’s work, we’re delighted to welcome Julian Jenkins back to Goodwood. Like Charles Rolls, Julian originally studied engineering but found his true vocation as a consummate sales, marketing and product professional.

“His luxury experience, strong leadership, strategic thinking, and communication skills make him exceptionally well placed to build on Henrik’s achievements. These are exciting times for all of us, and we wish both Henrik and Julian well in their new roles.”