Mini gets new Europe boss ahead of electric shift

Mini Ulrike von Mirbach 2022 — Ulrike Von Mirbach is also overseeing BMW and Mini’s shift to a direct sales agency model in Europe, a role she will continue to hold. (BENJAMIN-OLSZEWSKI)

July 26, 2022 04:18 PM

BMW Group has promoted the former head of Mini Germany, Ulrike von Mirbach, to help lead the brand toward electrification as head of its Europe region.

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