Late Friday BMW announced it was changing leadership at MINI USA by naming Michael Peyton head of MINI USA. Michael brings with him a vast experience in automotive marketing and leadership coming most recently from BMW’s motorcycle division BMW Motorrad.

Official News: Michael Peyton, current vice president of BMW Motorrad of the Americas, will become vice president of MINI of the Americas, responsible for the business operations of the MINI brand in both North and South America. Peyton replaces Thomas Felbermair who is returning to Germany to take on a new role as vice president sales and marketing BMW M GmbH at BMW Group headquarters in Munich.

Peyton’s automotive career spans more than three decades, beginning with Ford Motor Company where he spent 17 years serving in several sales and marketing roles for Ford, Lincoln, and Mercury. He then joined Harley-Davidson Motor Company where he stayed for 10 years in various leadership positions including working as the head of U.S. dealer development for the Americas region, his last role before coming to the BMW Group in 2016.