Bowker creates new group director role to accelerate data, A.I. and aftersales strategy

Bowker Motor Group has appointed Jonathan Rogan as its new group aftersales, data and innovation director, a newly created role designed to align the group’s aftersales performance with emerging technologies and data-led strategy.

Jonathan leaves his position as head of business at Bowker BMW and MINI in Preston to take up the role, which will focus on integrating aftersales operations with data analytics, automation and artificial intelligence across all Bowker dealerships.

The position reflects Bowker’s long-term strategy to modernise core operations and prepare for changing consumer and manufacturer expectations around vehicle servicing, connectivity and customer engagement. Jonathan will work jointly with Chris Eccles, who oversees BMW, MINI, Changan and Chery operations, and Tom Fox, who leads Bowker’s Porsche Centre business.

Jonathan Rogan said: “The industry is shifting fast, and we need to be ahead of that curve – not just keeping pace. From predictive maintenance to smarter customer journeys, the opportunities to improve through data and technology are huge. I’m excited to get started.”

Jonathan has held senior roles within Bowker for over a decade, including Head of Business and Managing Director positions. His move into the new group-wide director role signals a shift in operational priorities, recognising the growing importance of scalable digital tools and integrated aftersales solutions in the retail motor sector.

The Group Aftersales, Data and Innovation Director role will lead technology adoption, data strategy, and operational efficiency across the wider business. This includes exploring A.I.-driven tools for diagnostics, customer interaction, and inventory planning, while maintaining manufacturer standards, and overseeing Aftersales strategy across all represented brands.

Tom Fox, managing director at Bowker Porsche, said: “Jonathan understands both the people side and the data side of the business. This new role gives him the scope to bring those worlds together and help shape how we operate in the years to come.”

Jonathan’s appointment marks the latest step in a broader leadership restructure within Bowker Motor Group as it adapts to technological change and prepares for its next phase of growth across all brand franchises.