The BMW Group Middle East Regional Office in Dubai, responsible for BMW and MINI business operations across the region, has announced the appointment of Lars Nielsen as the new BMW Sales and Marketing Director, effective April 1st 2019. He succeeds Dr. Hamid Haqparwar who took over the position of Managing Director at BMW Group Middle East.
Nielsen comes from BMW Group Thailand, where he worked as Sales and Marketing Director from January 2015 in the capital, Bangkok.
Originally from Denmark, he began his career with BMW in January 2008, when he took on the role of Director of Sales at BMW Group Denmark, working out of Copenhagen. He then moved to Munich, Germany, where held the position of Area Manager Europe, Market Group North, from January 2012 to December 2014.
A graduate of Copenhagen Business School, Nielsen has more than 20 years’ experience in the automotive industry having worked in a broad range of functions and markets where he was successful in delivering both sales growth and brand development, as well as business transformation.
Commenting on Nielsen’s appointment, Dr. Hamid Haqparwar, Managing Director BMW Group Middle East, said: “We are delighted to welcome Lars to the Middle East and are confident that his considerable expertise and experience of working at the helm of some of BMW Group’s most important sales and marketing divisions will help to strengthen our position across the region.
Due to his former role at BMW Group Thailand Lars has great knowledge in the area of Electrification. A topic that is very important for our region in the future. His expertise will give us a great push in this field. Further, a high priority for Lars and his team will be to improve BMWs customer centricity. Bringing customer-centricity into the company is a huge challenge, but it also brings speed, which means we can respond to demands and fulfil them even faster.”