BMW has appointed James Morrison as Managing Director of its flagship retail site, BMW Park Lane.
James has been part of the Corporate Communications team since September 2025, leading Product Communications across BMW and MINI in the UK, including the highly successful media launch of the new BMW iX3.
He brings a deep understanding of BMW Group and its customers, built through a 25-year career with the company spanning a range of sales and marketing roles across the business, including Product and Event Management, MINI, Corporate Sales and overseeing BMW Luxury Class.
The appointment of James Morrison to Managing Director of BMW Park Lane, means previous MD Michelle Roberts moves to Munich as Vice President Customer, Brand & Sales, effective 01 August 2026.
In other appointment news from BMW, Neil Fiorentinos has been appointed Chief Executive Officer of BMW Group in the UK and Ireland, effective 01 September 2026.
Ralph Morton is the leading journalist in the leasing broker sector and editor of Broker News, the website which provides information and news for BVRLA-registered leasing brokers. He also writes extensively on the fleet and leasing market in both the UK and Europe.
