Mercedes-Benz Australia/Pacific CEO and managing director of Mercedes-Benz Cars, Jaime Cohen, has announced the conclusion of his tenure with the company.
Cohen joined the Australia/Pacific team in April 2024, bringing with him more than 35 years of experience within the Mercedes-Benz Group. His appointment in Australia followed a five-year tenure as the CEO and managing director of Mercedes-Benz Mexico, where he also held the role of head of sales and marketing, Latin America.
Cohen placed a strong emphasis on culture, encouraging resilience, agility, and collaboration across the organisation while introducing the global performance enhancement plan aiming to raise competitiveness and resilience of Mercedes-Benz locally in Australia.
Homero Becerra Gonzalez – who will take up the position as managing director and CEO of Mercedes-Benz Australia/Pacific, effective November 1, 2025 – will succeed Cohen.
With over 25 years of international leadership experience in Mexico, Colombia, and Italy, Mr Becerra Gonzalez brings extensive expertise in financial management and strategic planning.
Meanwhile, Vikram Pawah, currently CEO of BMW Group India, has been appointed as the new CEO of BMW Group Australia, a role he previously held between 2018-2020. His new appointment will be effective from 1 September 2025.
Under Pawah’s leadership, BMW Group India – one of the fastest-growing markets for BMW Group - has achieved record sales growth across both the BMW and MINI brands, with consistent year-on-year increases. He introduced the group’s electrification strategy in India by launching the first fully electric BMW and expanding the EV portfolio, positioning BMW as a leader in premium electrification. BMW Motorrad also experienced rapid growth under his leadership, becoming one of India’s fastest-growing premium motorcycle brands.
Wolfgang Buechel will be promoted to Vice-President, head of MINI global sales, based at the company’s headquarters in Munich. In this position, he will be responsible for developing and executing MINI’s global sales strategy, managing market performance worldwide, and identifying opportunities for growth across the markets for the brand.