BMW Malaysia’s new Managing Director is Geoff Briscoe, who takes over from Wolfgang Schlimme who has taken on a new position in the BMW  Group and who had established the subsidiary in Malaysia 5 years ago.

Prior to his appointment in BMW Malaysia, Mr Briscoe was General Manager, Sales, at BMW Group Australia. Born in Melbourne, Australia, he has been extensively involved in both retail and wholesale for over 30 years. He has worked with several premium brands and also owned motor vehicle dealerships.

At BMW Australia, Mr Briscoe was tasked with leading various departments such as sales operations, dealer development, product planning and retail operations. Under his portfolio, he managed all BMW-owned outlets across the continent. His tenure in BMW Group Australia saw the introduction of global best practices for retail operations and the development of profitable retail models which are now leading examples in the BMW network. Mr Briscoe also oversaw the establishment of BMW Used Car Niederlassung, from the design stage to its current operations. Throughout his career, he is known to have applied the strategy of strong change management whilst developing a high performance-driven culture.

With regards to BMW Malaysia, Mr Briscoe is very confident that the company is in a strong position to move to the next stage of its evolution. Entering its 5th year of operations, the company has been very successful in making BMW the fastest growing premium brand and recording a compounded growth of nearly 54% in the corresponding period. It has also continued to invest in Malaysia, most recently adding a finance arm , BMW Credit & BMW Lease Sdn Bhd., which further complements the National and Regional operations, all run out of Malaysia.

Mr Briscoe sees the brand having matured after 5 years of management by BMW Malaysia and is upbeat about the brand’s future. “I think BMW Group Malaysia is in a place and time where new customer groups will open up, while our current base will continue to grow. Based on the performance of the premium segment and our product line, I see many opportunities for growth”, he added.