MINI to enter new era in Australia

A strong focus on MINI in Australia – at a crucial point in the BMW-owned brand’s history – is anticipated with news today that a member of its global senior management team is heading this way as the new head of BMW Group Australia.

Bringing more than two decades of experience with him to the position Down Under, where he will officially take the reins on January 1, 2021, Wolfgang Buechel (pictured) is currently head of MINI Germany and a member of the international MINI management team that is preparing to radically shake up the brand’s model range and its direction.

As carsales has reported, this includes producing two all-new small SUVs – a full-electric compact crossover potentially called the Paceman and a larger version of the current MINI Countryman – that will join a completely redesigned MINI three-door hatch.

These three models will become the core line-up of the brand from 2023 onwards, heralding the demise of slower-selling models such as the MINI Clubman wagon and MINI Convertible.

Electrification is also central to the brand’s future, with the car-maker promising that customers across the globe – including in markets such as Australia where the EV take-up is tiny – will have access to emissions-free motoring “with a completely electrified model family”.

This will be amply demonstrated by the radical MINI Vision Urbanaut concept which debuts tonight and will present a “totally new vision of space” for the brand as EVs and other tech such as autonomy influence vehicle design.

“I am delighted to be appointed to this new role at a time of great challenge and progress, in particular within the realm of electromobility,” said Buechel, who replaces Vikram Pawah in the top job in Australia.

“Consistent innovation coupled with impeccable customer service is a trademark of the BMW Group and a driving factor behind its ongoing success.

“I see my appointment as an exciting opportunity to drive this forward and to contribute to BMW Group Australia’s continued growth.”

MINI currently sells the MINI Electric hatch – which has received a strong early response from buyers – and the Countryman PHEV, but the brand’s overall sales are down 10 per cent this year with 2486 new registrations to the end of October.

Last year it managed only 3204 sales, down 11 per cent on 2018, so there is clearly room for growth under the new boss.

BMW, on the other hand, has slipped 5.8 per cent to 18,855 sales in this COVID-affected year, but the number-two premium brand in Australia (behind Mercedes-Benz) is anticipating strong growth as the market recovers, building on last year’s positive return of 23,300 sales.

BMW Group’s regional chief Hendrik von Kuenheim – who oversees all markets across Asia-Pacific, Eastern Europe, the Middle East and Africa – said Buechel was “the ideal candidate to build on the strong success BMW Group has achieved in the Australian market” given his background and experience in different leadership roles across the business and earlier roles with other car-makers.

The latter includes a stint with Honda in London and Barcelona, while his international BMW Group experience includes serving as area manager for the Asian region based in Singapore.

Pawah has been managing BMW Group’s operations in Australia and New Zealand since August 2018, and for the past few months has also taken responsibility for the Indian market following the sudden death of former BMW Group India president and CEO Rudratej ‘Rudy’ Singh.

He will now relocate from Melbourne to India where he will focus solely on this designated “priority market”.