BMW Motorrad Thailand reorganises management team to build a more streamlined structure within the region

Bangkok. BMW Motorrad Thailand has announced an organisational restructure to build a more streamlined future with greater synergy across numerous growth markets within the region. In line with this, BMW Group Thailand is naming Mr. Miguel Llabres-Pohl as Head of BMW Motorrad Thailand, Importer Region Southeast Asia and APAC, effective 1st October 2020, while Khun Sethipong Anutarasoti takes up the position of General Manager – Regional Brand and Thailand Sales, BMW Motorrad Southeast Asia and Importers APAC, effective 1st November 2020.

Under the new structure, the BMW Motorrad Region East Asia team will be united with the BMW Motorrad team in Thailand to oversee operations and enhance collective market strength in the region. The new organisation, including BMW Motorrad Malaysia, will leverage opportunities for growth in a dynamic set of markets under the supervision of Mr. Miguel Llabres-Pohl as the Head of BMW Motorrad Thailand, Importer Region Southeast Asia and APAC. Mr. Llabres-Pohl succeeds Mr. Christian Samlowski, who is set to take on a new position as the Head of Munich Office, Sales Coordination Regional Area Manager North America, to oversee sales operations for BMW Motorrad in the United States and will be based in Munich, Germany.

Mr. Miguel Llabres-Pohl holds a master’s degree in Marketing and Sales Management from ESIC Business & Marketing School in Madrid, Spain. He has been working with BMW Group since 2002 and most recently served as Head of BMW Motorrad in Singapore, where he oversaw 10 importer markets in Asia-Pacific. In his new position, Mr. Llabres-Pohl will be responsible for steering the development of BMW Motorrad operations in Thailand and Malaysia as well as 10 importer markets across Asia-Pacific – including Taiwan, Philippines, Vietnam, Indonesia, Singapore, New Zealand, Hong Kong, Brunei, New Caledonia and French Polynesia.

The restructure also includes the appointment of Khun Sethipong Anutarasoti as General Manager – Regional Brand and Thailand Sales, BMW Motorrad Southeast Asia and Importers APAC. As a 16-year veteran of the BMW Group, Khun Sethipong joined the BMW Group Thailand in 2004 and has since served in various roles – including 5 years as General Manager Marketing of BMW Thailand and 5 years as Director of Corporate Affairs, BMW Group Asia in Singapore – before taking up the new position at BMW Motorrad Thailand. In his new role, Khun Sethipong will be responsible for the development of the BMW Motorrad Brand and Customer Experience across all markets in the region. Together with his team, he will also be in charge of BMW Motorrad sales in Thailand.

Mr. Alexander Baraka, President, BMW Group Thailand, said, “This transformation towards greater synergy within the region will allow us to realise BMW Motorrad’s potential across many key markets in East Asia. The new structure brings with it in-depth knowledge of the individual market dynamics and capabilities of the respective teams. We are delighted to welcome Mr. Llabres-Pohl to the BMW Group Thailand family. His regional experience along and professional background will strengthen a solid team in Bangkok and power BMW Motorrad Thailand as well as East Asia towards the next chapter in its success story. It is also exciting for us to see Khun Sethipong in his new role at BMW Motorrad. His 16 years of experience at the BMW Group has proven his exceptional aptitude in marketing and management duties. I am certain that, together, we can look forward to many more achievements to come for both Thailand and the East Asia region.”