Rolls-Royce announces new director of sales & brand

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“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.”
Chris Brownridge, Chief Executive, Rolls-Royce Motor Cars

An uncompromising, unceasing desire to ensure the highest levels of truly personal client engagement and absolute consistency in how Rolls-Royce presents itself around the world are central pillars of Rolls-Royce Motor Cars’ strength and ongoing success as a company. Today, Rolls-Royce announces that the architect of many initiatives which drive these aspects, Henrik Wilhelmsmeyer, is relinquishing his role as Director of Sales & Brand after six years with the company. From 1 March, Henrik will take up a new senior position within the BMW Group, where he’ll play a leading role shaping the brand’s future high-end luxury cars.

Henrik came to Rolls-Royce’s global headquarters at Goodwood in 2018, having previously been the marque’s Regional Director for the Greater China region. During his tenure, he led the product development, sales and marketing campaigns for business-critical model launches including Cullinan, Ghost, Phantom Series II and, most recently, Spectre. He also played a central role in making Coachbuild a permanent fixture within the Rolls-Royce portfolio.

Committed to consistency in all things, Henrik transformed the marque’s mindset and attitude. In particular, he fundamentally reshaped how Rolls-Royce understands and interacts with its clients and the experiences it offers them. He brought a more focused, individualised, disciplined and data-driven approach to client engagement, for example with the invitation-only Whispers app for Rolls-Royce owners. Under Henrik’s leadership, Rolls-Royce developed a new Visual Identity, currently being rolled out at dealer partners worldwide. The marque also extended its hugely successful Goodwood Private Office concept to Dubai and Shanghai, with two more following this year. Thanks in part to these Private Offices, 2023 was a record year in terms of both number and value for the marque’s unrivalled Bespoke programme.

Henrik’s successor from 1 March will be Julian Jenkins. Julian is a well-known figure within Rolls-Royce, having previously spent six years at Goodwood, first as General Manager, Sales Operations, then as Regional Director for the Europe. A former President of Aston Martin Lagonda in the Americas, and holder of senior roles at Bentley in North America and the Asia-Pacific region, he makes a welcome return to the Home of Rolls-Royce after serving as Sales Director of BMW UK, and most recently Chief Commercial Officer at Italian supercar manufacturer Bizzarrini, where he played a crucial role in driving revenue growth and shaping the commercial success of the company. Julian’s international experience, product expertise and deep knowledge of the luxury sector ensure he is perfectly placed to take Rolls-Royce forward towards its all-electric future.