BMW Group has announced the appointment of Guillaume Foix as head of MINI in the Middle East.

Effective immediately, Foix takes on the leadership role as the brand heads into a new chapter in its history with the recent unveiling of a product and brand strategy at the world premiere of the new MINI Clubman.

Foix brings considerable expertise to the Middle East with more than 15 years' experience within BMW Group.

He began his career with the company in France, joining the BMW brand in 1998 as sales assistant followed by a number of managerial positions across the product and quality divisions.

In 2004, he became area manager before moving up to regional marketing manager in 2007 and then regional director in 2010.

Johannes Seibert, MD for BMW Group Middle East, said: "Guillaume’s retail and marketing expertise will provide an excellent foundation for his leadership of MINI in the Middle East. The brand has been achieving considerable growth over the years, and with the new product and visual communication strategy, he will play a crucial part in further strengthening the position of the MINI brand across the Middle East to attract new customers.”

During the first six months of this year, sales for MINI increased 13 percent compared to the same period last year with a total of 839 cars delivered to customers across eight regional markets.

The recent announcement of MINI’s new and diversified brand positioning, along with the upcoming launch of the new MINI Clubman, which is scheduled to arrive in the Middle East in the first quarter of 2016, promises to uphold the brand’s increasing popularity.

"This is a really exciting time to be joining the MINI family in a diverse and interesting region,” commented Foix on his appointment and move to the Middle East.