Ulrike von Mirbach to head the MINI Brand for Europe

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The BMW Group has reported that Ulrike von Mirbach has taken over as the new Head of the MINI brand for Europe on 1 July 2022.

Prior to this, she was accountable for the BMW & MINI retail business as part of the "new sales model Europe" project as well as for the overall development of the new sales structures for MINI. Furthermore, she will be seen continuing working this as well as being the Head of Brand MINI for Europe.

The Group reported that Pierre Jalady, Ulrike’s predecessor, has taken over the responsibility of the MINI Brand in Asia-Pacific, Eastern Europe, Middle East, Africa region.

Ulrike von Mirbach has been a part of the BMW Group for over 17 years. During the initial days of her career, she was working on the marketing strategy of the BMW brand in the German market for around five years.

She has played a key role in the development of the MINI brand in Germany and has successfully took forward the electrification of the brand.