New chief for Mercedes-Benz ANZ 

Jaime Cohen is the new Chief Executive Officer of Mercedes-Benz Australia Pacific Pty Ltd & Mercedes-Benz New Zealand Ltd. He replaces outgoing CEO, Florian Seidler.

Cohen has been a senior executive in a number of key Mercedes-Benz markets previously, including a five-year tenure as the CEO of Mercedes-Benz Mexico. 

Born in Mexico and holding dual Mexican and US citizenship, Mr Cohen is said to bring a wealth of leadership experience and deep automotive industry knowledge to his latest role, following more than 35 consecutive years of service to the company.

Prior to heading up Mercedes-Benz Mexico from 2019 to 2024, he held the dual roles of CEO and Managing Director of Commercial Vehicles for Daimler Colombia from 2017 to 2019. 

Mr 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,” Mr Cohen said.

“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.”