Singapore – BMW Group Asia has announced the return of Preeti Gupta to the position of corporate affairs director, based in Singapore. Gupta is currently the director of sales channel and network development and has been in this role since June 2023.
During her previous role, Preeti and her team implemented the ‘Retail.Next’ concept across 19 dealerships and service centers in the BMW Group Asia region. She collaborated closely with the team in Indonesia to drive expansion efforts and support future growth for both the BMW and MINI networks.
Additionally, she led her team through the business’s digital transformation. During this time, Preeti also served as the organisation’s sustainability lead, spearheading CSR initiatives, conveying ESG messages to key stakeholders, and overseeing the Polaris Award initiative for BMW Group Asia Dealer Partners.
Preeti joined BMW Group Asia in April 2016 as corporate affairs director. Before joining the organisation, she worked with various communications agencies in Singapore, India, and the United States, providing strategic consultancy to global B2B and B2C clients across diverse industries, including technology, logistics, and automotive.
Meanwhile, Lars Nielsen will assume interim responsibility for the sales channel and network development team until Preeti’s successor is announced.
Nielsen, currently serving as the managing director of BMW Group Asia, said, “2024 was a surprisingly successful year for both BMW and MINI across the Group Asia region, despite ongoing market challenges. However, we’re acutely aware that the automotive industry in our region will continue to evolve at a fast pace in 2025 and will bring with it new challenges. Whether it be new retail formats, market entrants, or the ever-changing media landscape, we need to address these head on.”
He added, “We firmly believe our corporate affairs strategy is essential to ensuring we keep a finger on the pulse of the market and stay one step ahead. Preeti brings with her a successful 7-year tenure of leading our Corporate Affairs team and nearly two years of experience working closely with our Dealer Partners across the region to develop and improve our sales channels and retail network. We are confident she is best placed to take us through this next phase as we relook at who our industry stakeholders are in this new environment, rethink what we want to communicate and to which audiences, and determine how best to deliver these messages to our growing target audience.”
