Marque changing boss Down Under
Mercedes-Benz Australia/Pacific has announced Homero Becerra Gonzalez will be replacing Jaime Cohen as its chief executive officer and managing director.
Becerra Gonzalez has more than 25 years of international leadership experience in Mexico, Colombia and Italy, and will take up his new positions from November 1, 2025.
He has expertise in financial management and strategic planning and joined Athlon Iberia – a fleet and mobility solutions provider and subsidiary of Mercedes-Benz Group AG – as managing director in 2021.
Becerra Gonzalez, pictured, has led the organisation to record growth and profitability, doubling its portfolio and achieving a growth rate three times that of the local market.
In January 2025, he also assumed the role of managing director of Mercedes-Benz Financial Services Iberia.
News of his promotion comes after Cohen, who joined the Australia/Pacific team in April 2024, announced the conclusion of his tenure with the company.
Cohen has spent more than 35 years with the Mercedes-Benz Group and his appointment in Australia followed a five-year tenure as the CEO and managing director of Mercedes-Benz Mexico, where he also held the role of head of sales and marketing, Latin America.
Mercedes-Benz Group says Cohen brought a global perspective to the Australia/Pacific division and achieved sustained sales and market share growth in a challenging and dynamic geopolitical environment.
