New Mercedes-Benz AU Chief Florian Seidler replaces Horst von Sanden

Mercedes Benz Australia has announced the conclusion of his tenure with the company. Mr von Sanden 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. He arrived in Australia in September 2000 from his native Germany to take up the role of General Manager of Marketing for the company.

Since 2003, Mr von Sanden has overseen a remarkably successful chapter in the history of Mercedes-Benz in Australia and New Zealand. Sales of Mercedes-Benz Cars in Australia have grown from fewer than 10,000 vehicles per year to more than 35,000, and the company has led sales in the Australian luxury vehicle market every year since 2013 and from 2015 in New Zealand.

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“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,” said Matthias Luehrs, Head of Region Overseas Mercedes-Benz Cars. “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.”

The local arm of the company has been regularly praised for its exceptional customer service, and also achieved top scores for retailer satisfaction. Mr von Sanden was instrumental in market innovations, including the move by Mercedes-Benz to become the first German luxury car brand in Australia to offer a standard five-year warranty, and was the Chairman of the Federal Chamber of Automotive Industries (FCAI) from 2018 to 2020.

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ABOVE: Upper – Mercedes Benz Models, Lower- Chief Florian Seidler and Horst von Sanden

But perhaps his proudest achievement has been creating and supporting a positive team culture within Mercedes-Benz Australia/Pacific. Mr von Sanden said: “I am, and always will be, a strong believer in the Peter Drucker saying, ‘culture eats strategy for breakfast’. 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”, he added.

He will be succeeded by Florian Seidler, who will take up the position as Managing Director and CEO of Mercedes-Benz Australia/Pacific in 2021. Mr Seidler has served for the past three years as Head of Sales and Marketing for Region Overseas, Mercedes-Benz Cars, based in Stuttgart, and was previously the CEO of Mercedes-Benz South Africa from 2012 to 2017. Mr Seidler initially joined Mercedes-Benz in 2006 and held different positions within the German Own Retail and Wholesale organisation.

In his most recent role, Mr Seidler drove the ongoing transformation of Sales and Marketing within Mercedes-Benz, and played a major role in setting the company’s strategy for the Region Overseas in the coming years.

“I am very pleased to welcome Florian Seidler as the new CEO of Mercedes-Benz Australia/Pacific,” Matthias Luehrs said. “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. 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.”

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