BMW Group UK confirms new Managing Director for its flagship retail business BMW Group Park Lane

July 6, 2026 by BMW
• James Morrison confirmed as Managing Director of BMW Group UK’s Park Lane retail business
• Michelle Roberts appointed Vice President Customer, Brand & Sales at BMW M GmbH
Farnborough. BMW Group UK has announced that James Morrison will become Managing Director of Park Lane, its flagship retail business for BMW and MINI in central London.

James will succeed Michelle Roberts, who has been appointed Vice President Customer, Brand & Sales at BMW M GmbH from 1 August 2026. Michelle will move to Munich, succeeding Sylvia Neubauer, who has been appointed President and CEO of BMW Switzerland.

Michelle has successfully led Park Lane through a period of transformation and has made a significant contribution to BMW Group UK over many years, including in her previous role as Marketing Director, BMW UK. In her new position at BMW M, she will take on global responsibility for brand, customer and sales.

James has been part of the Corporate Communications team since September 2025, leading Product Communications across BMW and MINI in the UK, including the highly successful media launch of the new BMW iX3. He brings a deep understanding of BMW Group and its customers, built through a 25-year career with the company spanning a range of sales and marketing roles across the business, including Product and Event Management, MINI, Corporate Sales and overseeing BMW Luxury Class.

James’s successor in the BMW Group UK Corporate Communications team will be announced in due course.