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JAIME Cohen has been appointed to CEO of Mercedes-Benz Australia Pacific Pty Ltd (MBAP), succeeding Florian Seidler.

Mr Cohen (59) joins MBAP after five years as CEO of Mercedes-Benz Mexico, and head of sales and marketing for Latin America.

He has been a Mercedes-Benz employee since 1987 and brings a wealth of experience across a range of business functions in markets including Mexico, the United States, Germany, Brazil and Colombia.

Born in Mexico and holding dual Mexican and US citizenship, Mr Cohen was appointed to his role in Mexico from his previous position as CEO and managing director of Commercial Vehicles for Daimler Colombia from 2017 to 2019.

Jaime Cohen

From 2015-2017, Mr Cohen was the managing director of Daimler Truck Sales and Services for Latin America, based in Brazil.

MBAP said his extensive resumé also included senior sales and distribution roles at Daimler Trucks North America (2010 to 2015), plus managing roles in commercial sales, dealer development and network management, export sales, bus and truck sales, and sales planning.

Mr Cohen said he was delighted to be invited by Mercedes-Benz to head up its Australia Pacific operations.

“Every new market brings exciting opportunities but above all, I feel privileged to be working in such an important and successful region for Mercedes-Benz,” he said.

“I’m sure I will draw on my background across diverse markets from North, South and Latin America, as well as in Europe.

“Though I have only just arrived, my key priority is to tap into the great work that the teams in both Mercedes-Benz Australia and New Zealand are already doing and utilise my experience across the wider business to identify opportunities to take that to yet another level.”

By Neil Dowling

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