Rolls-Royce Motor Cars has announced that Irene Nikkein has been appointed Regional Director for the Asia-Pacific region, based in Singapore. The Asia Pacific region outside of Greater China covers, Australasia (Australia, New Zealand), India, South East Asia, North Asia (Japan, Korea).
Irene is the first female Regional Director for Rolls-Royce in the company’s 144 year history. She joins Rolls-Royce Motor Cars from her previous role at MINI Japan as Head of Brand Communication & Product Management. Her experience includes almost 15 years in senior positions within BMW Group Asia, including roles as BMW Regional Experiential & Sponsorship Manager and MINI Regional Marketing Manager.
Henrik Wilhelmsmeyer, Director of Sales and Brand, Rolls-Royce Motor Cars said, “I am delighted to welcome Irene Nikkein to Rolls-Royce Motor Cars as Asia-Pacific Regional Director. Irene has an exceptional track record and her broad experience, combined with extensive regional knowledge, makes her ideally suited to this important role.”
Irene originates from Indonesia and graduated with a bachelor’s degree in Business Administration (Major in Marketing) with Distinction from RMIT University in Singapore.
Having already commenced in the role Irene has already travelled to the home of Rolls-Royce in Goodwood, UK to meet with colleagues as part of her start-up phase. Irene will be based in Singapore, although the nature of her role may require her to travel frequently.
Irene will be looking at the Rolls-Royce brand in the Asia Pacific region with fresh eyes and her arrival comes at a time when Rolls-Royce customers are becoming younger and younger.
Rolls-Royce sales in Australia for the year to date are up by nearly 14% according to the August 2021 VFACTS figures. The Cullinan SUV has accounted for more than half of the sales achieved so far this year in Australia.
Photographs by Rolls-Royce Motor Cars.