Phil Horton Appointed General Manager for BMW Motorrad UK
Phil Horton

BMW Motorrad UK

After eight years as General Manager of BMW Motorrad UK and Ireland, Adrian Roderick has chosen to leave the company at the end of August, in order to devote more time to his charitable interests.

Adrian joined BMW Group in June 1986 and worked in a number of senior positions before taking the helm of the Motorrad division for UK and Ireland.

During this time Adrian has led the department, successfully steering the business through tough times during the recession, before growing the company’s UK motorcycle market share from 7 percent to an impressive 16 percent.

Adrian and his team have been instrumental in establishing BMW Motorrad as a market leader in the UK and Ireland.

Adrian will be succeeded by Phil Horton from September 1, 2014. Phil brings many years of BMW experience to the role.

As a previous Marketing Director of BMW UK, Phil left his native country in 2004, taking up various senior positions within the Group, in markets around the World, including South Africa, The Middle East and, most recently, Australia.

As a lifelong motorcycle rider and bike enthusiast Phil is “absolutely delighted” to be taking over as General Manager for BMW Motorrad UK and is looking forward to developing the brand in the UK and Ireland.