His journey to the pinnacle of the automotive world began with a single internship at BMW Group, chosen not out of convenience but from passion and determination. From there, he built a remarkable career across BMW, Mazda, and MINI, mastering marketing, communications, and the subtle art of relationship management. At every stage, Joachim combined strategic insight with creativity, always mindful of the people at the center of every experience.

We met with him at the Rolls-Royce Motor Cars showroom in Waterloo, Belgium, where his daily work blends the precision of a master tailor with the care of a trusted advisor. From selecting materials and finishes to orchestrating one-on-one client engagements, Joachim ensures that each Rolls-Royce is not just a car, but a completely personalized experience—an object of beauty that reflects the individuality of its owner.

Joachim’s story is defined by vision, dedication, and an unwavering commitment to craft. Under his stewardship, the automotive becomes more than a machine; it becomes a statement, an experience, and ultimately, a reflection of both the client and the man guiding the process.

How did your life in the automotive world begin?

Joachim Sas: I’ve actually always worked in the automotive sector. My background is in marketing and communications—that’s what I studied. At the end of my studies, I had to complete an internship of about ten weeks. Many of my fellow students sent out dozens of applications, but I only ever sent one. I had to work for BMW Group, and for me, there was no alternative. I wasn’t interested in other opportunities. I started there as an intern, completed my ten weeks, and in a way, never left. I literally stayed at my internship desk and began my career at what is called an NSC—a National Sales Company—which is essentially a subsidiary of BMW Group. BMW Group Belux is responsible for all BMW, MINI, and BMW Motorrad activities in Belgium and Luxembourg.

That experience allowed me to combine my two passions at the time: marketing and communications, and cars. I spent five years there, working in various marketing roles.

Were cars always a passion for you?

Joachim Sas: Yes, you could say it was an interest from childhood. It’s no coincidence that my younger brother, just one brother, also works in the automotive sector. We passed the virus to each other while growing up. My father, on the other hand, has little interest in cars, as long as they start and run well.

When did you start at BMW?

Joachim Sas: I started in 2011.

That was the early social media era, or perhaps just the beginning.

A lot of time and effort went into setting up and maintaining a Facebook fan page in that time. Imagine that we even threw a party when reaching the milestone of 10.000 fans. A so called “Facebook Fan Day”. The exact same event format still exists to date. It was really being the right person at the right time. Social media was just emerging, and I was able to immerse myself quickly. In a slightly more senior marketing team, I was the one with the most affinity for it and the fastest to adapt.

What was car marketing like at that time?

Joachim Sas: Specific to the Belgian car market is the share of professional, B2B, sales. BMW has obtained a unique position in this market over the past decade thanks to a broad range of car models and different drivetrains. Serving an increasingly broad audience up to the point of becoming market leader.

In a time were both the model range kept expanding and drivetrain variants were added, social media—and digital media in general—offered more targeting, more frequent contact and more meaningful interactions. Social media offered an opportunity to reach an increasingly broad audience, generate more visibility, more frequent contact, and more meaningful interactions—things traditional media struggled to achieve.

It also personally helped me. Being the young professional in a changing marketing landscape gave me a unique perspective and set me up for future challenges.

You moved from BMW to Mazda. How was that transition?

Joachim Sas: Looking back, I would do many things differently—not in campaigns or execution, but in people management and HR. It was learning by doing. I was lucky to have patient teams and colleagues, and I learned a great deal. That period was perhaps the most educational of my career. Working with people is the most unexplored territory, even though marketing itself is conceptual—you know what you want, but managing human dynamics is always new.

After five years at Mazda, I ran into a former colleague at the Brussels Motor Show. BMW and MINI booths were next to Mazda’s. He was marketing director at BMW Group Belux at the time and now CEO. He asked me directly, “Is it fun at Mazda? How long will you stay? Would you consider returning to BMW?” At the time, there was no position available. Four months later, the role of marketing manager for MINI became vacant, and that’s how it happened.

What distinguishes your current role from previous positions?

Joachim Sas: Across all these brands—BMW, Mazda, MINI—the big differences were always brand, product, and market position. But in my current role at Rolls-Royce, the difference is not the product. Sure, going from MINI to Rolls-Royce Motor Cars is amazing, and the product is unprecedented. But the real difference, the thing you cannot prepare for, is the client.

The intensity of client contact, their expectations, and profiles is extraordinary. Today, I meet people daily whom I would have thought ten years ago I’d never interact with. They are inspiring, sometimes demanding, sometimes critical—and often rightly so. Many are used to having a team around them, so guidance and care are essential. Preparing for that is not easy.

This intensity is part of the charm and challenge of the job. I’ve discovered I have a “social battery.” By the end of the week, attending another event might be too much. At BMW, an event might draw hundreds of attendees. Contact was fleeting. Now, client interactions are almost exclusively one-on-one: I pick them up, travel with them to Goodwood, sit across from them on a plane, and spend six, eight, twelve, or twenty-four hours together. There’s no way to hide.

How does that translate into your daily work?

Joachim Sas: My role is people and relationship management. With regards to the actual process of configuring the car of their dreams I can rely on a brilliant team -the best salespeople in Europe. However, we sell products clients don’t need—they buy for the total experience: to belong, to celebrate, to gift, to impress. The key is being top-of-mind and creating trust. More than 70% of last year’s sales were initiated outside the dealership. Social media once served to broaden reach; now, client contact is personal, almost exclusively via WhatsApp.

Does this align with your strengths?

Joachim Sas: Yes. I’m best with people. Reporting and KPIs matter, but my element is relationships. Maintaining them takes time and energy. I also enjoy creating concepts, events, and experiences. The car is part of it, but clients expect a full experience. Experience is the differentiator—it’s not the product, it’s the memory, the engagement, the bespoke moment.

The direct link between Atelier Munro and the world of Rolls-Royce and McLaren lays in the “made-to-measure” component. Could you explain the customization process to us?

Joachim Sas: Personalization is crucial at the luxury car brands we represent, and it’s really where the connection to made-to-measure tailoring becomes apparent. One of the areas we’ve invested in the most—both in size and finish—is what we call the configurator room. This isn’t a standard sales office, because a traditional showroom simply wouldn’t allow for the depth of experience our clients expect. You need a space that feels more like a lounge, where the client can explore materials, colors, and finishes in detail, without the pressure of a commercial environment.

When a client comes in, you immediately start to sense the dynamic: sometimes the client leads the process, with very clear ideas of what they want, and other times my team guides them, helping them discover combinations they may not have imagined. Often, multiple sessions are needed, particularly when partners or family members join the process. In exceptional cases, clients even travel to the factory to make final choices in person, which allows them to see craftsmanship and precision at the highest level.

About 70% of clients will choose from the standard range—the wide range of materials, colors, and finishes already available—but the real magic happens with the remaining 30%. These clients request something completely unique: initials engraved, personal logos or quotes integrated, or even a custom color developed specifically for them. It’s in this bespoke segment that the parallels with Atelier Munro tailoring are strongest. Just as a suit is made to the exact measurements, fabric, and style preferences of an individual, a Rolls-Royce is configured down to the smallest detail to reflect the client’s personal taste, lifestyle, and identity.

The process is highly collaborative and deeply personal. It’s about understanding the client, translating their vision into reality, and ultimately creating something that’s not just a car, but an entirely unique statement—just as a made-to-measure garment is more than clothing; it’s an expression of character.

Looking ahead, what does the future hold?

Joachim Sas: Honestly, I’ve changed employers and roles before but never applied for a position myself. Opportunities tend to find you through relationships. I currently enjoy working in an automotive group with enormous expansion potential across brands and countries—there’s no shortage of challenges ahead.

There’s a cliché that holds true: “the Rolls-Royce of…” After two years, I understand why. It will be very difficult to top this working experience.

You could argue that you have reached a final destination?

Joachim Sas: In terms of cars, yes—it’s incredible. But marketing and communications remain my second passion. I plan to keep growing and developing there. I’m in an ideal place now, something I hardly imagined at the start of my career. Collaborations like this with Atelier Munro and experiences they offer me give me reason to pause and reflect. But growth and development are recurring themes in my career, and I don’t see that changing any time soon. So, I don’t yet know where they will take me next, but I know the bar has been set.