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De Waal gets top BMW job

2004-10-20 12:00

Pieter de Waal. Picture: Phyllis Green, Insig

Although De Waal has only been in the UK a short time (since January 2004) he has obviously made a difference within BMW. Before moving to the UK, he managed the BMW motorcycle division in South Africa since 1996.

Prior to that he headed up BMW SA's motor sport division.

During his seven-year period with BMW Motorrad South Africa the sales of motorcycles increased ten-fold.

The South African subsidiary also became the first in the world to exceed 40% market share - equalling the combined market share of the top-four Japanese manufacturers.

De Waal was also instrumental in introducing a successful lifestyle programme, which was aimed at selling motorcycles to non-bikers.


"This job is a huge, but exciting challenge," said De Waa in his new position as BMW Group executive vice president of sales and marketing for BMW Motorrad.

"I hope to contribute to an exciting new era for our business and to see satisfied and proud owners of the brand I love so much."

In De Waal's new role he will be directly responsible to the president of BMW Motorrad, Dr. Herbert Diess. He will also be the first non-German to be appointed to this level within the motorcycle company.

Although Pieter has only been in the UK since January, he has enjoyed his time there.

"I have been really happy here," he said.

"I love the job and the country, and my family have been looking forward to moving here. When I got the new job, I called my wife (in South Africa) to tell her to keep packing, but change the address on the boxes to Munich."

Officially De Waal will start his new role on November 1.


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