BMW names new HK marketing lead as James Bacon steps down

BMW has appointed Harris Mok (pictured left) as its new marketing and CRM lead for Hong Kong, Macau and Taiwan, reporting to Raymond Tan, managing director of BMW. 

Mok has been with BMW Group for over four years, having most recently helmed the role as product and price planning manager. Before BMW, he had helmed various senior marketing roles at multiple automobile brands such as Volkswagen Hong Kong, Kam Lung Motor Group and Dah Chong Hong Holdings. 

Mok succeeds James Bacon (pictured right), who is stepping down from his role after almost six years at the helm of BMW’s marketing operations.

During his tenure, Bacon was instrumental in strengthening BMW’s presence across Hong Kong and Taiwan, guiding the brand back to the top position among European luxury automotive marques in both markets.

He spearheaded BMW’s push into electrification, including the development of Hong Kong’s first all‑electric concept showroom — a pioneering initiative that showcased the brand’s commitment to innovation and sustainability.

Bacon also led BMW’s flagship experiential and sponsorship platforms, from the BMW Hong Kong Derby in partnership with The Hong Kong Jockey Club to the brand’s cultural engagement at Art Basel Hong Kong. It is understood that Bacon will be taking on a senior leadership role at another automotive brand.

Most recently, BMW is continuing its global innovation campaign featuring five short films, showcasing BMW's digital technologies and intelligent features. Using typical BMW humour, the campaign illustrates how modern innovations can make the experience of driving more comfortable, relaxed and intuitive.

The focus is on the new BMW Symbiotic Drive, the upgraded BMW Intelligent Personal Assistant and the fast-charging function in the new BMW iX3. In-car entertainment, including the passenger screen in the BMW i7, is covered as well.

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