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  • Writer's pictureThe Marketer

MINI Brand Gets Big ANZ Leadership Change

The BMW Group


With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises over 30 production sites worldwide; the company has a global sales network in more than 140 countries.

Big News at MINI

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


Advancing through the company, Mr. Brockhoff took on the responsible for sales of BMW M and BMW i.   He then 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, and develop sustainable market strategies, culminating in his promotion to General Manager for MINI Australia and New Zealand.


Commenting on the promotion, Wolfgang Buechel, CEO of BMW Group Australia, 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 relationship 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.”


Commenting on the promotion, 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 added 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 and New Zealand. 


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. 




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