Rolls-Royce named Brett Soso, a former executive at China carmaker Chery Automotive, as regional director for the Middle East, Africa and South America, effective June 1.

Rolls-Royce is keen to strengthen its presence in the Middle East where its sales rose 17 percent last year, outpacing 2 percent growth to 3,630 vehicles in the brand’s global volume.

Soso, 42, replaces Geoff Briscoe, who is returning to Australia. Soso will be based in Dubai.

“We look forward to working with Brett Soso who has extensive experience in the automotive business and who joins the Middle East region at an exciting time of business growth,” Rolls-Royce CEO Torsten Mueller-Oetvoes said in a statement.

Soso, who is a South African, joins Rolls-Royce after working in automobile retailing in South Africa. He was previously head of Chery’s South African operations.