Homero Becerra Gonzalez Replaces Jaime Cohen as CEO Mercedes-Benz Australia

Mercedes-Benz Australia/Pacific is set for a leadership change as CEO and Managing Director Jaime Cohen announces his departure after a transformative tenure. Cohen, who joined the Aussie arm of the brand in April 2024, brought over 35 years of experience within the Mercedes-Benz Group, including five years as CEO in Mexico and a broader role overseeing sales and marketing across Latin America.

During his time Down Under, Cohen steered the local business through intense industry shifts, delivering strong sales growth and accelerating the brand’s push into electrification. Under his watch, Mercedes-Benz launched a string of high-profile EVs, including the headline-stealing Mercedes-Maybach EQS 680 SUV and the brand’s first-ever electric G-Class, the G 580 with EQ Technology.

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Taking over from 1 November 2025 is Homero Becerra Gonzalez, a seasoned executive with over 25 years of international leadership experience. He joins from Spain, where he led Athlon Iberia—a Mercedes-Benz Group subsidiary specialising in fleet and mobility services—to record-breaking growth. In 2025, he also took on the top job at Mercedes-Benz Financial Services Iberia, further strengthening his credentials in finance and strategic planning.

Becerra Gonzalez is widely respected for his customer-centric approach and commitment to corporate culture—two traits that will be essential as Mercedes-Benz continues its EV rollout in Australia and competes in a fiercely evolving market.

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