Alexander Brockhoff

We love celebrating our male allies and we were thrilled to catch up with Alexander Brockhoff. As General Manager of MINI Australia & New Zealand, Alex sees himself as the guardian of a brand with decades of heritage behind it. But it's Alex's approach to leadership, one built on storytelling, connection and a genuine belief in what diverse teams bring to the table, that sets him apart as such a strong male ally. We sat down with Alex to talk about career-defining moments, the mindset he looks for before backing someone for a bigger opportunity, and why he believes the more people you meet, the more opportunities open up.

So tell us, what does a General Manager of MINI Australia and New Zealand actually do?

I see myself as the guardian of the MINI brand in Australia and New Zealand, with the ambition to leave it stronger than when I started. While our core responsibilities lie in Sales, Marketing, and Product Management, delivering outcomes such as sales volume, profitability, and customer satisfaction are key. I believe sustainable success is only possible with the right strategy, supported by a high-performing team and a strong culture that enables effective execution.

You began your career with BMW Group in Germany in 2006 before making the move to Australia. What has that journey looked like?

Funnily enough, it started during my internship, when I started a conversation with a stranger at a bus stop who happened to be from Australia. Through that connection, I ultimately obtained a contact at BMW Australia, which led me here. To this day, it serves as a reminder that the more people you speak with and meet, the more opportunities open up.

You have worked across CRM, Product Management, Sales Training, Sales, Network Strategy and Development before stepping into the GM role. Which role or moment shaped you the most as a leader?

I believe all my roles and experiences have shaped me as a business leader, allowing me to gain exposure across many different areas. However, when I started managing direct reports, beginning with leading the Area Manager team in Australia, my development accelerated significantly. I would definitely say that becoming a strong leader takes time, and the more experience I gain, the better I become.

What do you love most about your job?

I truly value the team spirit within the MINI team and the fact that we have achieved new records for the brand together. This was only possible because our three teams, Sales, Marketing, and Product Management, worked closely together with a shared growth mindset. Reaching new heights in many areas for the MINI brand in 2025 has been a highlight of my career so far.

You are known for leading with storytelling, customer connection and teamwork. What does that look like in practice?

I have worked for the BMW Group throughout my entire career, a company with a rich heritage and a strong corporate culture that continues to inspire me. It's a company that is built on clear values and a deep commitment to excellence. MINI has created countless iconic moments since 1959, cultivating a deeply passionate and loyal community of enthusiasts. Connecting with this heritage, and with the customers who bring the brand to life, is something I value greatly. That is why I make a conscious effort to participate in as many events as possible, experiencing the passion for the brand firsthand and representing MINI in an authentic and meaningful way.

What are the most important traits you look for when hiring someone new?

Passion, motivation, a growth mindset and a proactive attitude. Technical skills can be developed over time, but genuine enthusiasm, a willingness to learn, and the initiative to take ownership are qualities that often set people apart and contribute to long-term success.

What do you observe in someone before you back them for a bigger opportunity?

They put the team and the company ahead of self-interest and actively strive to improve the business, without being afraid to make mistakes. Therefore, mindset plays a crucial role. Of course, this must be complemented by the right skills and capabilities, but it is ultimately the mindset that sets individuals apart.

How do you approach failure, personally and with your team?

First of all, I think it's important to acknowledge what we can and cannot influence. There is no point in worrying about things you cannot control, instead, it's important to keep trying new approaches, knowing that not every initiative will succeed. The key is to reflect and learn from those failures moving forward. Ultimately, it's better to try, fail, and learn than not to try at all.

The automotive industry has traditionally been male dominated. As a leader, what does championing diversity and inclusion actually look like for you day to day?

At BMW Group, we recognise that diversity drives innovations, creativity and successful outcomes. It fosters an environment where different perspectives are valued, voices are heard and individuals feel empowered to contribute. Since leading teams, I have been fortunate to have this diversity across all of them because I have seen firsthand how varied perspectives create stronger collaboration and richer discussions.

What do you think is the most important thing leaders in our industry can do right now to create genuinely more inclusive workplaces?

I believe being open-minded and learning from diverse teams is key for leaders to further embrace diversity within their own teams. Furthermore, a certain level of competition between teams is also beneficial. When diverse teams perform well and achieve promotions, it can encourage other leaders, particularly those with a more traditional mindset to adapt, take more risks, and move beyond the approaches they have relied on throughout their careers.

What advice would you give to women who are building a career in the automotive industry?

I have worked with some exceptional women throughout my career, who have consistently impressed and motivated me. Much of my advice is shaped by observing how they have built their careers. Of course, hard work and dedication form the foundation, but building a strong network is equally important in this industry. It is essential that women feel confident reaching out to management for networking and advice.

Establishing a strong internal network is key to being considered for more senior roles. I always encourage the women in my team to actively network, participate in training opportunities, and seek out mentorship where possible. Being open to international opportunities and flexible across different roles can further expand career prospects significantly.

What would make automotive a more compelling career choice for the next generation of women?

At the BMW Group, we have a strong focus on building female leaders through dedicated training and networking programs for both current and aspiring leaders. I believe that the more female leaders are visible in the industry, the more women will choose it as a career path and the more talent the industry can attract.

We also work closely with universities through student programs, where it already starts, ensuring we position ourselves as an attractive industry for female students. Ultimately, no company can become the best if it does not attract the broadest pool of talent.

You have a dual Australian-German background and have built a career across two continents. How has that shaped the way you see the world and the way you lead?

My dream since a young age in Germany has always been to have an international career. I completed a high school exchange year in the USA, followed by studies in the UK, and have since worked in both Australia and Germany. Experiencing different cultures over the years and working across various countries has greatly broadened my perspective on leadership.

For example, a traditional German leadership style from the 1980s or 1990s would not be effective in today's Australian context. You need to adapt and remain open to new ideas. Working in different cultures helps to develop this mindset.

How do you manage work-life balance?

While I do work long hours, I make sure to prioritise time for exercise, as it helps me clear my mind and is crucial for my mental health. My wife and I alternate mornings for exercise while the kids are still sleeping, and I also try to fit in sessions during lunchtime or in the evening where possible.

On weekends, I aim to stay away from work and focus on spending time with my family and engaging in sport. Taking sufficient holidays to fully disconnect is also important. Balancing a career and family life is not easy, it requires a high level of organisation, planning, and routine, where I still see room for improvement. I also recognise that none of this would be possible without the support of my wife.

What would you tell someone just starting out in the automotive industry today?

It's both demanding and rewarding. My advice to someone just starting out is to fully commit to every role and opportunity you take on, no matter how big or small. Focus on what you can control, take action, stay positive, and enjoy the journey.