Henrik Wilhelmsmeyer will become director of sales and marketing at Rolls-Royce Motor Cars.
Wilhelmsmeyer (pictured) is familiar with the brand having served as director for region China in 2012-2014, and “contributed significantly” to expansion in the Chinese market.
Moving to China in 2006, he became senior manager for sales operations and regional steering.
He served as head of dealer development in 2008 and later as the head of BMW region South China in 2010.
Wilhelmsmeyer now re-joins Rolls-Royce Motor Cars, effective from April 3, from his current position in BMW Group as head of Mini region Asia, Pacific, South Africa and importer regions.
Rolls-Royce Motor Cars’ chief executive officer Torsten Müller-Ötvös said: “Henrik has an exceptional track record and unique first-hand understanding of the global luxury business.
"He follows in the esteemed footsteps of the company’s founding father and first director of sales, Charles Rolls.”