Mr. Daren Ching is the new Head of MINI Asia, among other management rotations

Singapore - Today, BMW Group Asia has announced multiple management changes within its team. Head of MINI Asia, Mr. Kidd Yam, who began his career with BMW Malaysia in 2010, will take on the role of Corporate Affairs Director. As for Mr. Yam’s former role, Mr. Daren Ching will be his replacement. New to the role, however Daren who has been with the organisation since 2005, has experience in Sales and Marketing in several regional markets. Not only will this be a great opportunity for him; Mr. Lars Nielsen, Managing Director, BMW Group Asia mentioned that Daren will have a great opportunity to leverage his experience in the region and help drive growth for the MINI brand as they prepare for the next chapter in their story.

Known for her work in BMW Group Asia since 2016, Ms. Preeti Gupta, who is currently Director of Corporate Affairs, will become the new Sales Channel & Network Development Director. “She has developed a deep understanding of the BMW Group Asia business, its customers, and how they engage with our brands,” according to Mr. Nielsen, “We are reaching a turning point in our network strategy as we roll out the Retail.Next strategy, work towards a more sustainable dealer network, and look to modernise the customer journey.” Preeti’s background in Communications is seen as fitting, with the brand’s increased focus on communication within BMW Group Asia’s Dealer Network and to its customers.

Relocating to Vietnam to take the role of Head Of Business Development, Vietnam, will be the job of Mr. Lee Hwee Song, who has extensive experience in Sales, Aftersales and most recently, Dealer Development. Entering BMW Group Asia in 1992, Mr. Lee’s background, coupled with his strong relationships with THACO - the authorised distributor of BMW, MINI and Motorrad in Vietnam, is crucial in this emerging market.

Effective 1 July, all roles will be rotated. “This is an opportunity for everyone to step out of their comfort zone, challenge themselves, and bring fresh perspectives to their roles and the business.” said Mr. Nielsen.

So, the missing piece of the puzzle is Mr. Ching’s successor, which will be announced in due course.

PHOTOS BMW Group Asia