Miami, FL, Thursday, 25 2026. Rolls-Royce Motor Cars today announces the appointment of Nicholas (“Nick”) Keen as President and Chief Executive Officer, Rolls-Royce Motor Cars North America, effective 1 July 2026. In this role, Keen will lead the marque’s largest global region, overseeing operations across the United States, Canada, Mexico and South America, and guiding relationships with Rolls-Royce Motor Cars’ network of 44 authorized dealers. He succeeds at a time of sustained momentum for the marque, following the complete renewal of the Rolls-Royce product portfolio, including Phantom, Ghost, Cullinan and Spectre, together with their Black Badge counterparts.
“The Americas represent one of the most dynamic and important regions for Rolls-Royce Motor Cars,” said Keen. “I am honored to assume this role and to work alongside our exceptional dealer partners, clients and colleagues throughout the region. Together, we will continue to build on the success of our entire portfolio, expanding the possibilities of Bespoke and welcoming a new generation of clients to the world of Rolls-Royce Motor Cars.”
Keen joined BMW Group Australia in 2010 as Brand Communications and Marketing Services Manager before joining Rolls-Royce Motor Cars in 2015 as Head of Marketing, Europe. He subsequently held the positions of Head of Global Brand Strategy, Communications and Governance before being appointed General Manager, Client and Brand in 2022
During his tenure, Keen has played a pivotal role in strengthening Rolls-Royce’s position as a true House of Luxury. He has overseen the global client experience strategy, helped define the marque’s contemporary brand positioning and led the creation and expansion of the Rolls-Royce Private Office network, including the successful launch of Private Office New York.
As President and CEO, Rolls-Royce Motor Cars North America, Keen will focus on further accelerating the growth of Bespoke commissions across the region, through the brands world-class dealer network and the newly opened Private Office New York, which is currently supporting more than 50 active client projects. He will also oversee the introduction of the marque’s next chapter in coachbuilding, with North America expected to account for approximately one-third of the inaugural Coachbuild Collection program, Project Nightingale.
North America continues to be the marque’s largest region globally and remains at the forefront of growth in Bespoke, Black Badge, Private Office and Coachbuild commissions. With an expanded Goodwood manufacturing campus dedicated to increasing Bespoke capability and craftsmanship, Rolls-Royce Motor Cars is uniquely positioned to deliver ever more complex, personal and valuable commissions while preserving the exclusivity that defines the marque.
