Irene Nikkein, APAC Regional Director of Rolls-Royce: Enthusiastic Ascendancy

Irene Nikkein is assuming the role of Regional Director at Rolls-Royce, demonstrating determination, resilience, and fervor.

Image: Rolls-Royce

Irene Nikkein has assumed the position of regional director for Asia Pacific at Rolls-Royce, succeeding Paul Harris, who held the role for 11 years. She is embracing this task with a positive outlook.

Nikkein is responsible for managing the British marques' business in the Asia Pacific from its regional office in Singapore, while also overseeing activities in significant markets including as Australia, India, Indonesia, Japan, and South Korea.

Nikkein confidently asserts her acumen and aesthetic in a male-dominated sector. Her modest origins commenced with BMW Asia in 2007. She commenced her career as the BMW Regional Experiential & Sponsorship Manager, was designated Head of Marketing for MINI Asia in 2010, and subsequently went to MINI Japan in 2016 as Head of Brand Communication and Product Management. She continues to reflect on her time in Japan, as her experience there imparted numerous significant insights that she applies in her role as Regional Director for Rolls-Royce.

As an individual with experience in a male-dominated sector, what changes would you advocate for women? What is your perspective on how this can be achieved?

“I believe that a man's achievements will invariably differ from my own as a woman at Rolls-Royce in the Asia Pacific region.” We will redefine boundaries — a primary focus will be the evolution of our brand in the next years as we transition into a new, electrified future and cater to a progressively younger, diversified clientele.

Nikkein said, “Historically, Rolls-Royce incorporated prominent female figures in its brand communications with the earlier generation of Ghost and, more recently, Phantom.” The campaign that captured my attention was the latter, titled 'Rules Rewritten,' featuring Gwendoline Christie, renowned for her role in Game of Thrones, washing a soiled Phantom.

Rolls-Royce is transforming its communication strategy with consumers. The phrase, “Inspiring Greatness,” effectively illustrates the transformation the brand is undergoing. Last year, the business initiated a campaign highlighting three eminent women. Each woman have distinct professions and was matched with a renowned Rolls-Royce model. The Phantom, Ghost, and Cullinan serve as a reminder that Rolls-Royce automobiles are not exclusively designed for one gender.

Since 1904, the esteemed British brand has been appealing to the aristocracy, affluent individuals, and celebrities. Nikkein asserts, “Rolls-Royce can genuinely attract a wider demographic than the traditionally envisioned older clientele.” We are transitioning into various demographics and subgroups. The representation of women in the automotive industry is already on the rise.

Image: Rolls-Royce

In addition to the heightened focus on encouraging female drivers, Rolls-Royce asserts that ownership of a Phantom, Ghost, or Cullinan transcends mere functionality. The brand's reputation has evolved over time, and it may be more precise to compare bespoke Rolls-Royce vehicles to works of art—an alternative asset that is likely to gain in value over the years.

The enthusiastic Asia Pacific Regional Director of Rolls-Royce is pleased to work and reside in Singapore and observes that women occupy senior roles in numerous enterprises, therefore altering the perception of women's potential achievements. Nonetheless, Singapore's distinctive status is not prevalent in other regions globally, and she aspires to witness an increase in women occupying leadership roles.

Nikkein asserts that gender equality is upheld in Singapore; yet, she advocates for an increased representation of women in managerial positions. She notes that in Japan, the cultural shift towards prioritizing women in senior business positions has only occurred in recent years. She underscores that, traditionally, women aspiring to leadership roles must first establish respect and exert twice the effort.

When asked about essential characteristics of a contemporary working woman, she asserts, “I believe some women conform to societal expectations — to be a wife, a mother, a partner…” I believe women should pursue lives that reflect their true aspirations. It pertains to valuing oneself and embracing authenticity. Furthermore, she advises against accepting anything inferior. “It is not solely about perpetually seeking superior alternatives; rather, it pertains to the ongoing enhancement of oneself.” Acquiring new knowledge daily and challenging oneself is beneficial.

When she was inquired, “What unique contributions do you believe women can offer compared to men?”

She promptly noted that women typically possess greater sensitivity than men. I perceive that an individual's perspective remains unarticulated throughout a meeting, and I will send them a message. I shall inquire with the individual regarding their well-being. It seems that women possess a sixth sense.

As a mother and professional, does she struggle to balance her career and family responsibilities? She perceives that the dichotomy between family and career often engenders turmoil within a woman's psyche. She believes a woman should evaluate the advantages and disadvantages and endeavor to secure the familial support she requires.

She references the adage, “It takes a village to raise a child.” She believes that women should advocate for support when necessary and that businesses should be more flexible to single mothers or those lacking an extended family network. Balancing a profession and family is challenging, hence it is essential for family members to assist whenever feasible.

Nikkein is pleased to observe that many men are increasingly assuming greater domestic tasks, allowing women to concentrate on their work. She may desire men and women to have equal responsibilities inside the household while concurrently managing their jobs.

Nikkein, having been employed at BMW for over 15 years, asserts that the positives outweigh the negatives. Her most significant experience was serving as a foreigner in Japan. In that culture, she exerted double the effort to demonstrate her value. Receiving acknowledgment from Japanese colleagues, she reflects, is exceedingly rewarding.

Nikkein envisions that under her leadership, Rolls-Royce will establish a stronger presence in the Asia Pacific region, targeting the evolving wealth segment, particularly as the demographic of Ultra-High-Net-Worth individuals becomes increasingly younger, while also modernizing the brand. She aims to transform the perception of Rolls-Royce from an automobile brand to a luxury brand. The modest female leader asserts, “As we advance with this illustrious and renowned brand, Rolls-Royce will remain audacious and will challenge limits!”

The strategies for a bolder Rolls-Royce have commenced. The newly introduced Black Badge Ghost exemplifies this transformation. The new model comprises the company's most technologically sophisticated apparatus. This is purported to be the most "authentic" Black Badge experience to date. The luxurious appeal of Rolls-Royce is enhanced by the possibility for personalization, allowing clients to customize nearly every aspect. This bespoke creation option epitomizes a premium brand.

The latest Black Badge Ghost. Image: Rolls-Royce

When asked about the counsel she would offer to women seeking leadership roles in the workforce, Nikkein radiates enthusiasm. My initial counsel is to refrain from perceiving oneself as disadvantaged; instead, view yourself as a competent professional. We should never approach a room with a sense of timidity. Upon becoming familiar with our industry and acquiring understanding, individuals will accord respect. Confidence is advantageous, although it should not devolve into arrogance. She additionally argues that women should not hesitate to seek assistance. It does not exhibit vulnerability. It demonstrates your preparedness to assume action and responsibility. Consequently, it is always acceptable to seek assistance.

Finally, when we inquired about a lady she admires, Nikkein promptly clarified that her admiration was directed towards a guy – Simon Sinek. Simon Oliver Sinek is a British-American writer and motivational speaker. She respects him for his motivational leadership discussions, emphasizing leadership conduct and teamwork over performance discrepancies between genders in the workplace. Rather, it pertains to the distinct methods employed by each sex to attain same objectives. She believes that women leaders may excel in demonstrating greater empathy than their male colleagues. In a world where the prevalence of extremely successful female entrepreneurs is rising and the super-luxury market encompasses an increasingly diverse audience, the established norms are undoubtedly being redefined.