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Ulrike von Mirbach, © BMW Group

Ulrike von Mirbach will take over the leadership of MINI Germany on 1 January 2021. This makes her the successor of Wolfgang Büchel, who will be taking over the leadership of the BMW Australia distribution company at the same time. Ulrike von Mirbach, who has already worked for the BMW Group for more than 15 years and was responsible for such things as the BMW brand’s marketing in the German market, has overseen the British brand’s marketing and product management in Germany for the last five years. Under the management of the 41-year-old holder of an advanced business degree, the marketing and product management sections contributed significantly to the successful launch of the electric MINI models in Germany and expansion of the compact class.

The brand’s strategy centres on the continued expansion of electric vehicles and stronger engagement in the crossover and premium-compact segments. It also calls for tapping into new markets and regions. Bernd Körber, Head of the MINI Brand, said about the decision, “With Ulrike von Mirbach, there is a renowned brand management expert and authority on the MINI brand taking over the leadership of this individual, premium brand in Germany. I am convinced that she will successfully navigate MINI Germany into the future with her experience and distinct understanding of the sales structure and needs of the organisation.” An announcement will be made at a later time for Ulrike von Mirbach’s successor in the brand’s marketing.

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