BMW of North America today named Dan Creed vice president for marketing and product planning and strategy.
Creed, 44, currently vice president of aftersales, assumes the top marketing job on Oct. 1. He succeeds Jack Pitney, who died in an accident last month at 47.
Russ Lucas, 53, currently manager for certified pre-owned sales, becomes vice president of the eastern region -- a job Pitney had been scheduled to take.
Lucas will be responsible for sales, marketing, aftersales and dealer development activities for BMW's northeast region, including the New York metro area. This region, which includes 12 states, is the largest sales area for BMW of North America, with 93 BMW and 24 MINI dealers.
“Dan Creed is clearly the right person to step into the role because he has serious marketing, sales and aftersales experience and has worked closely with our retail network in developing effective relationships,” Jim O'Donnell, president of BMW of North America, said in a statement.
“Likewise, Russ has shown impressive results in the field and in his previous regional experience. He brings the fresh ideas and creativity needed to lead sales in our largest region.”
The Canada-born Creed takes the top marketing job as BMW prepares to grow sales by entering new segments with vehicles like the compact X1 crossover that launches in early 2011, a new four-door version of the 6-series coupe next year and the electric megacity car in 2013. BMW also plans to introduce an entry front-wheel drive vehicle in the next few years. The brand currently only uses rear-drive.
Creed joined BMW Canada and in 1996 as training manager for marketing and sales. He was promoted to national marketing manager a year later and national sales manager for Canada in 1999.
Creed came to the United States in 2003 as national sales manager and was promoted to vice president of the southern region which has 123 BMW and Mini dealers located in 11 states and Puerto Rico. In his current role as vice president of aftersales, Creed is responsible for all service, parts, accessories and lifestyle merchandise for the BMW and MINI brands in the United States.
Used car business is key
Lucas joined BMW in 1985 as a district parts manager in Atlanta and moved up through the ranks in the southern region. Since April 2009, Lucas has headed the pre-owned business.
In the past three years, BMW has built up its used vehicle business. The company says the pre-owned business was a key to keeping its dealers profitable during the recession.
BMW sold 161,794 used cars in the U.S. market 2009, up 15 percent from sales of 140,888 used cars in 2008.