Bentley has named Till Sheer as its China regional director, a new position in the company created to mirror the emerging importance of the region. The automaker has also named Guillaume Chabin as the company's new regional director for Europe. Prior to joining Bentley, Sheer worked for Volkswagen Hong Kong as head of the Bugatti and VW brands.
Before joining VW Group in Italy in 2003, he worked in business planning, brand management and sales within the German operations of Fiat and Renault. In 2008, he transferred to Hong Kong, setting up the importer operations of VW for the region. Currently, China is Bentley's second biggest market next to America.
In 2011, its automobile sales in China almost increased twice to 1,839 units, doing better than a 32% increase to 2,021 units in the automaker's U.S. markets. The company's worldwide sales last year leaped by 37% to 7,003 units. Chabin worked for Lotus Cars before rejoining Bentley. He has previously worked for Bentley from 1999 to 2007 at its European Head Office in Berlin, assisting in the revamp of the dealer network and sales activities. In his new position as regional director of Europe, he replaces Richard Gordon, who has left the automaker.