Rolls-Royce has named BMW Group veteran Leon Li as regional director for its China operations, effective September 1.
Li, 37, replaces Henrik Wilhelmsmeyer, who is moving to a new role within the group's Mini brand in Germany after two years in the role.
Rolls-Royce is keen to strengthen its presence in China, its No. 1 global market, where, despite high import taxes, sales of the ultraluxury brand grew 11 percent last year, outpaced only by sales in the Middle East, which rose 17 percent.
"[Li's] considerable experience and understanding of the Chinese market will be essential as we continue to develop our business in this important region for Rolls-Royce," Fintan Knight, Rolls-Royce's sales and marketing chief, said in a statement.
Beijing-born Li moves to Rolls-Royce from its parent company, BMW Group, which he joined in 2007 after a stint at Lexus China. At BMW China, Li has led a number of sales regions in the market, most recently the northern region.
China demand helped global sales of the UK-based ultraluxury brand rise 2 percent to a record 3,630 cars last year, the fourth consecutive annual sales rise for the carmaker.