BMW Group has appointed Alexander Brockhoff as general manager for its Mini brand in Australia and New Zealand, effective May 2024.

He brings extensive knowledge and the experience of 18 years to his new role. He started his career with the company in 2006, initially focusing on sales volume planning in the German market.

Mr Brockhoff relocated to Australia in 2007, where he worked for BMW Financial Services, gaining insights into the company’s captive finance arm, which provides financial products to customers purchasing BMW Group vehicles.

Subsequently, he held various roles in marketing, including manager of product and pricing.

Alexander Brockhoff

In this position, he spearheaded long-range planning, managed product specifications, and ensured competitive pricing positioning for every model sold in Australia.

He then took on the responsibility for sales of BMW M and BMW i, serving as national sales manager and head of network strategy and development.

BMW Group said that each position required Mr Brockhoff to work closely with the BMW Group dealer network across the country to manage wholesale and retail sales.

He also developed sustainable market strategies, culminating in his promotion to general manager for Mini Australia and New Zealand.

BMW Group Australia CEO Wolfgang Buechel said: “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.

“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 relationships 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.”

Mr Brockhoff said: “I’m incredibly excited to take on this new challenge and to focus on Mini, one of the greatest iconic global brands with a 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.

Mr Brockhoff said that the new range of next-generation models embody a new design philosophy called ‘Charismatic Simplicity’, which draws inspiration from the minimalist design of the classic Mini and highlights certain features that are unmistakably Mini.

Mr Brockhoff replaces Matt Schmidt, who will move into the role of general manager for BMW Sales in Australia.

Mr. Buechel also took the opportunity to thank Matt Schmidt for his leadership of the Mini brand over the past three years, which has led to the brand achieving year-on-year growth and setting an all-time sales record in 2023 for both countries, including record-breaking performance in Mini electric sales.