Phil Horton, pictured top, will take over as general manager of BMW Motorrad UK and Ireland on 1 September, replacing Adrian Roderick.
A former marketing director of BMW UK, Horton has spent the past ten years in various senior overseas positions within BMW Group, serving as far afield as South Africa, The Middle East and, most recently, Australia. He is a life-long motorcycle enthusiast.
Roderick has chosen to leave BMW Group after a career with the company spanning 28 years, in order to concentrate on his charitable interests. He has headed up its Motorrad division in the UK and Ireland for the past eight years. During that tenure, he was credited with more than doubling the brand’s UK motorcycle market share to 16 per cent.