The BMW Group has appointed Alexander Brockhoff as the new General Manager for its Mini brand in Australia and New Zealand, effective as of May 2024.
With 18 years of experience within the BMW Group, Mr. Brockhoff brings extensive knowledge and experience to his new role. Starting his career with the company in 2006, he initially focused on sales volume planning in the German market.
He relocated to Australia in 2007 where he had the opportunity to work for BMW Financial Services. There he gained insights into the company’s captive finance arm.
Subsequently, he held various roles in Marketing, including Manager of Product and Pricing. In this position, he spearheaded long-range planning, managed product specifications, and ensured competitive pricing positioning for every model sold in Australia.
Mr. Brockhoff then took on the responsibility for sales of BMW M and BMW i products. He later served as National Sales Manager and Head of Network Strategy and Development. Each position required him 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.
Commenting on the promotion, Mr. Brockhoff said: “I’m incredibly excited to take on this new challenge focusing on Mini. It is an iconic global brand with a strong presence in both Australia and New Zealand. The move comes at a time when Mini is undergoing one its biggest transformations since the relaunch of the new Mini in 2001.”
Mr. Brockhoff added that the new range of next-generation models embodies a fresh design philosophy called ‘Charismatic Simplicity.’ It draws inspiration from the minimalist design of the classic original and highlights certain features that are unmistakably Mini.
Mr. Brockhoff replaces Matt Schmidt, who moves into the role of General Manager for BMW Sales in Australia.
