BMW: New VPs of Eastern & Southern Regions

Steve’s breakdown: Not only do two big regions have new VPs, they don’t have a replacement for their marketing chief. Read on . . .

WOODCLIFF LAKE, NJ: BMW of North America has appointed its marketing chief for the past three years, Dan Creed, to steer its biggest U.S. region.

Creed will become vice president of BMW’s eastern region Sept. 1, spokesman Dirk Arnold said. No successor has been named to replace Creed in his current post, vice president for marketing and product planning and strategy.

Creed moved into that job in October 2010. He succeeded Jack Pitney, who died that August in a tractor accident on his farm at the age of 47. The death occurred six days before Pitney was scheduled to take over as eastern region chief.

Creed “will be responsible for our biggest region,”Arnold said. “It is a natural step in his career.”

Creed will replace Russ Lucas, who takes charge of the Southern region. The current head of that region, Gene Donnelly, will retire, BMW said today.

The Canada-born Creed assumed the top marketing job as BMW prepared to increase sales by entering new segments with such vehicles as the compact X1 crossover, a four-door version of the 6-series called the Gran Coupe and the i3 electric car.

He also championed the introduction of the 320i sedan, an entry-level competitor to the Mercedes-Benz CLA intended to lower the average age of BMW buyers with a price of $33,445. The average 3-series buyer is 46, BMW said earlier this year.

With Creed as marketing chief, BMW has overtaken Lexus to become the top-selling luxury brand in the United States for the past two years.

Creed joined BMW Canada in 1996 as a training manager for marketing and sales. He was promoted to national marketing manager a year later and national sales manager in 1999.

Creed came to the United States in 2003 as national sales manager and was then promoted to vice president of the southern region, which has 123 BMW and Mini dealers in 11 states and Puerto Rico.

He was vice president of aftersales through 2010. Creed was responsible for all service, parts, accessories and lifestyle merchandise for the BMW and Mini brands in the United States.


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