Mihai Bordeanu, first Romanian to take over regional auto operations

Mihai Bordeanu, who, until the end of November, worked as commercial director of Toyota Romania, has been appointed managing director of Lexus, Toyota’s premium brand, for the Balkans, i.e. for Romania, Albania and Macedonia. Mihai Bordeanu, 34, will, starting this month, coordinate Lexus sales from Bucharest. Lexus is in competition with brands such as Audi, BMW and Mercedes Benz, but for now, it does not boast the awareness and the dealer network of the other three brands. Bordeanu begins his term with plans to expand the dealer network from three at present, to at least eight within the next three years, as well as to triple Romanian sales, which would propel the Lexus brand among the top six auto brands, from No. 9 at present. In the first ten months of the year, Lexus posted a 34% rise on the Romanian market, to 161 vehicles, while this year’s target is of 175 vehicles. “The beginning-of-the-year target was set at 220 vehicles, but amid the financial crisis, we have revised it downwards to 175 units, although we will probably end the year with 180 automobiles delivered, i.e. a 15% above last year, higher than the rate of the premium market,” Bordeanu specified.