He joins from parent group Volkswagen’s China business, where he was executive vice president for sales, tasked with overseeing Bentley’s “ambitious plans” to increase sales volumes and expand its global reach.
Sales at Bentley have increased 16% in the UK since the start of the year.
Rose, who has also held senior management positions for the business in Russia, North America and Europe as well as at the group’s Seat and Audi brands takes over from Alasdair Stewart who has moved to sister brand Skoda as brand director.
Stewart, who has also held senior marketing roles at Volkswagen’s Bentley and Bugatti brands, replaces Robert Hazelwood at Skoda UK.
Hazelwood will move to Volkswagen Passenger Cars as brand director.
Skoda, which holds a 2.3% market share in the UK, increased sales by 9.2% in 2011.