The incoming Mercedes-Benz Australia/Pacific chief executive, Jaime Cohen, draws upon a diverse background as a senior executive in many key Mercedes-Benz markets.
Cohen, 59, takes over the reins from incumbent Florian Seidler following a successful five-year tenure as Mercedes-Benz Mexico chief executive, where he also held the role of head of sales and marketing, Latin America, with responsibility for both Latin America and Caribbean markets.
Born in Mexico and holding dual Mexican and US citizenship, Cohen brings a wealth of leadership experience and automotive industry knowledge to his latest role, following more than 35 consecutive years of service to the company.
Before heading up Mercedes-Benz Mexico from 2019 to 2024, he held the dual roles of chief executive and managing director of commercial vehicles for Daimler Colombia from 2017 to 2019. Between 2015 and 2017, Cohen was the managing director of Daimler Truck Sales and Services for Latin America, based in Brazil.
His CV includes senior sales and distribution roles at Daimler Trucks North America (2010 to 2015), plus managing roles in commercial sales, dealer development and network management, export sales, bus and truck sales, and sales planning.
Cohen said he was delighted to be invited by Mercedes-Benz to head up its Australian and Pacific operations.
“Every new market brings exciting opportunities but above all, I feel privileged to be working in such an important and successful region for Mercedes-Benz,” Cohen says.
“I’m sure I will draw on my background across diverse markets from North, South and Latin America, as well as in Europe.
“Though I have only just arrived, my key priority is to tap into the great work that the teams in both Mercedes-Benz Australia and New Zealand are already doing and utilise my experience across the wider business to identify opportunities to take that to yet another level,” he says.
