Rolls-Royce Motor Cars To Welcome New Director Of Sales & Brand
An uncompromising commitment to personalised client engagement and consistent brand representation worldwide are what form the core principles driving Rolls-Royce Motor Cars’ success. Today, Rolls-Royce announces the departure of Henrik Wilhelmsmeyer, who had been instrumental in spearheading initiatives embodying these values during his 6-year tenure as Director of Sales & Brand with the company. Henrik will transition to a new senior position within the BMW Group starting 1 March 2024, where he will take on a leading role in shaping the brand’s future of high-end luxury vehicles.
Henrik joined the Rolls-Royce global headquarters at Goodwood in 2018, bringing with him a wealth of experience as the marque’s former Regional Director for the Greater China region. During his tenure, Henrik oversaw crucial product development, sales and marketing campaigns for business-critical models such as the Cullinan, Ghost, Phantom Series II, and the recent Spectre. He played a pivotal role in establishing Coachbuild as a permanent fixture within Rolls-Royce’s portfolio.
With a dedication to consistency, Henrik transformed the marque’s mindset and attitude, particularly in how Rolls-Royce engages with its clientele and delivers tailored experiences. He introduced a more focused, personalised, disciplined, and data-driven approach to client engagement, such as the invitation-only Whispers app for Rolls-Royce owners. 
Furthermore, under Henrik’s leadership, Rolls-Royce developed a new Visual Identity which is now being implemented across its dealer partner network worldwide. Additionally, the successful expansion of the Goodwood Private Office concept to Dubai and Shanghai contributed to a record year in 2023 in terms of both number and value for the marque’s unrivalled Bespoke programme. The company plans to open 2 more Private Offices this year.
Effective 1 March, Julian Jenkins will succeed Henrik as Director of Sales & Brand. Julian brings extensive experience to the role, having previously served at Rolls-Royce’s Goodwood headquarters as General Manager of Sales Operations and then as Regional Director for the Europe region. With a background that includes leadership positions at Aston Martin Lagonda, Bentley, BMW in various regions, he was most recently Chief Commercial Officer at Bizzarrini, an Italian supercar manufacturer, where he played a crucial role in driving revenue growth and shaping the commercial success of the company. Julian’s international experience, product knowledge, and deep understanding of the luxury sector position him well to guide Rolls-Royce toward its all-electric future.
“Since 2018, Henrik Wilhelmsmeyer has completely transformed our mindset and attitude – how we work together, how we understand and interact with our clients and the experiences we offer them. He leaves Rolls-Royce a better place, with his enduring legacy of innovation, progress and achievement in client engagement, product development and consistency in the way our marque presents itself around the world. To build on Henrik’s work, we’re delighted to welcome Julian Jenkins back to Goodwood. Like Charles Rolls, Julian originally studied engineering but found his true vocation as a consummate sales, marketing and product professional. His luxury experience, strong leadership, strategic thinking, and communication skills make him exceptionally well placed to build on Henrik’s achievements. These are exciting times for all of us, and we wish both Henrik and Julian well in their new roles,” said Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars.
