Mercedes-Benz names new CEO for down under

A new chief executive is being tasked with maintaining the success of Mercedes-Benz in New Zealand after being announced as the marque’s new chief executive officer for its Australia/Pacific division.

Florian Seidler, pictured, will take up the position of managing director and CEO in 2021.

He has served for the past three years as head of sales and marketing for region overseas, Mercedes-Benz Cars, based in Germany, and was CEO of Mercedes-Benz South Africa from 2012 to 2017. 

Seidler first joined the marque in 2006 and held different positions within the German own retail and wholesale organisation.

Matthias Luehrs, head of region overseas, Mercedes-Benz Cars, says he is pleased to welcome Seidler to his new role. 

“I am sure that thanks to his huge experience, Florian will contribute enormously to the further development of our company in Australia and New Zealand,” Luehrs, adds. 

“I am convinced that he is the perfect person to strengthen the competitiveness and even more to be a benchmark for future sales and marketing in a rapidly digitising world. I’m sure together with his team he will continue our outstanding track record in Australia and New Zealand.”

Seidler will succeed Horst von Sanden, who has announced he is leaving the company after taking it to the top of the luxury sales charts on both sides of the Tasman. 

Von Sanden, pictured below, has led Mercedes-Benz Australia/Pacific, including Mercedes-Benz New Zealand, since July 2003 as its managing director and added the role of CEO in 2014. 

During his tenure, sales of Mercedes-Benz Cars in Australia have grown from fewer than 10,000 vehicles per year to more than 35,000. The company has led sales in the New Zealand luxury vehicle market every year since 2015 and in Australia since 2013.

“Horst von Sanden, together with his team, has been one of the driving forces behind the success story of Mercedes-Benz in Australia and New Zealand in recent years,” explains Luehrs. 

“His greatest passion has been building a team-oriented leadership culture and creating a great place to work. We would like to thank Horst for everything he has done for our company, for being an amazing team player and a great leader.”

Von Sanden says his proudest achievement has been creating and supporting a positive team culture within Mercedes-Benz Australia/Pacific. 

“I am, and always will be, a strong believer in the Peter Drucker saying, ‘culture eats strategy for breakfast’,” he adds. 

“I believe a good company needs to feel like a committed team that enables people to fully develop their potential, feel respected and see this company as a great place to work.

“I’m extremely happy with everything I have achieved during my time with Mercedes-Benz and at the same time I have met some fantastic people.”