BMW Names Harris Mok as New Marketing and CRM Lead for Hong Kong, Macau and Taiwan

BMW has appointed Harris Mok as its new marketing and CRM lead for Hong Kong, Macau and Taiwan, succeeding James Bacon after his six-year tenure. Mok, a seasoned automotive marketer, brings experience from Volkswagen, Kam Lung Motor Group and Dah Chong Hong Holdings, as BMW continues its innovation-driven campaigns across Asia.  

BMW has announced the appointment of Harris Mok as its new marketing and CRM lead for Hong Kong, Macau and Taiwan, marking a significant leadership transition in the brand’s regional operations. Mok, who will report directly to Raymond Tan, managing director of BMW, steps into the role following the departure of James Bacon, who has helmed BMW’s marketing operations in the region for nearly six years.  

Mok’s promotion reflects his steady rise within BMW Group, where he has served for over four years, most recently as product and price planning manager. His career spans senior marketing roles across several major automotive brands, including Volkswagen Hong Kong, Kam Lung Motor Group and Dah Chong Hong Holdings. This breadth of experience positions him to steer BMW’s marketing and customer relationship strategies at a time when the brand is intensifying its focus on electrification, digital innovation and premium customer engagement.  

He succeeds James Bacon, whose tenure is widely credited with strengthening BMW’s market presence in Hong Kong and Taiwan. Under Bacon’s leadership, BMW reclaimed its position as the leading European luxury automotive marque in both markets. He spearheaded the company’s push into electrification, most notably through the creation of Hong Kong’s first all‑electric concept showroom, a pioneering initiative that underscored BMW’s commitment to sustainability and innovation. Bacon also championed flagship experiential and sponsorship platforms, including the BMW Hong Kong Derby in partnership with The Hong Kong Jockey Club and cultural collaborations such as Art Basel Hong Kong. His next move is expected to be a senior leadership role at another automotive brand.  

The appointment of Mok comes as BMW continues to roll out its global innovation campaign, a series of five short films showcasing the brand’s latest digital technologies and intelligent features. With characteristic BMW humour, the campaign highlights how innovations can make driving more comfortable, relaxed and intuitive. Central to this narrative are the new BMW Symbiotic Drive, the upgraded BMW Intelligent Personal Assistant and the fast‑charging function in the BMW iX3. The films also spotlight in‑car entertainment, including the passenger screen in the BMW i7, reinforcing BMW’s ambition to blend luxury with cutting‑edge technology.  

For BMW, the leadership transition signals continuity and renewal. Mok’s appointment ensures that the brand’s marketing strategy remains firmly aligned with its global vision while adapting to the unique dynamics of Hong Kong, Macau and Taiwan. His blend of product expertise and marketing acumen is expected to drive customer engagement and reinforce BMW’s positioning as a leader in premium mobility.