McLaren Automotive has appointed Andreas Bareis to the role of managing director, Middle East and Africa, in an important and strategic change for the region. Bareis was previously executive director of quality at the McLaren Technology Centre in Woking, England. He replaces Ian Gorsuch, who will take the position of sales and marketing director for McLaren Special Operations. Both appointments took effect on Jan. 1.

Bareis, who has worked for McLaren Automotive for three years, joined originally as director of quality from Mercedes-Benz. He was promoted to the decision-making Executive Committee a year later and became executive director of quality. Since then, he has been part of the company’s group responsible for steering future product and brand strategy, including the establishment this year of a three-tier product line-up which will take the company into its next decade and beyond. As a key member of the Executive Committee, Bareis also has been integral to the setting of the company’s year-over-year sales growth targets.

In his key role as executive director of quality, Bareis has built up the benchmark quality function at McLaren Automotive, integrating robust and demanding processes to ensure that all McLaren Automotive customers receive the highest quality product possible. His existing role also has given him a wide exposure to a range of customers and sales processes. With his strong background at the decision-making level within the company, and his in-depth knowledge of the McLaren brand, he is ideally placed to lead the McLaren business in the Middle East and Africa region, according to the company.

The Middle East and Africa region currently has retailers in Bahrain, Kuwait, Qatar, Saudi Arabia, UAE and South Africa and grew by nine percent in 2014. In his new role, he will be tasked with the continued development of the region, including maximizing the opportunity presented by the recent launch of the new Sports Series.