The regional director APAC of Rolls-Royce Motor Cars on the joy of breaking boundaries and inspiring greatness

This story is one of nine on The Peak Singapore’s Power List. The list is an annual recognition that celebrates and acknowledges individuals who have demonstrated exceptional leadership, influence, and impact within their respective fields and the broader community. 

Our theme for this year is Joy, honouring business leaders who have contributed to spreading happiness, enhancing well-being, and uplifting the spirits of those around them. This theme responds to recent global challenges, highlighting the need for resilience, compassion, and, most importantly, joy in our lives to navigate uncertainties with grace and efficiency.

Can a luxury product bring joy? Many in the luxury business wrestle with this existential question, and Irene Nikkein, regional director Asia-Pacific of Rolls-Royce Motor Cars, is no exception.

“I'm always careful with this statement because, despite the brand I manage, I don't believe material things should be the ultimate output of joy or happiness,” she says. It is a delicate sentiment indeed, particularly when you helm the world’s most venerated British marque at the pinnacle of luxury, whose name alone invokes an inarguable peerlessness known to modern man. 

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For Nikkein’s clients, taking delivery of a Rolls-Royce is often the culmination of a lifelong dream or aspiration, signalling that one has arrived. It is the ultimate symbol of achievement and a bespoke masterpiece of craftsmanship that speaks to one’s taste and pedigree. Essentially, a Rolls-Royce symbolises a life story personified, a legacy immortalised.

“I’ve seen clients get an immense level of happiness, joy, satisfaction and fulfilment when they see the product of their car because that car represents a certain story of their life,” she says. Intriguing, therefore, that Nikkein has, at times, also observed the question of worthiness threatens to steal that joy. “Some very rich, high-level clients will often say, ‘Do I deserve this?’, which is shocking to me because how humble is that?”

The obstacle to joy

“So it's not about the wealth or money,” she continues. “At its core, joy is a deep sense of satisfaction,” Nikkein believes. “There’s some crossover with happiness, but happiness feels like a lighter version, a more fleeting emotion, whereas joy has a more lasting state on our being — it’s at a deeper level down in your heart, and it relates to a sense of fulfilment, contentment and feeling blessed,” she discerns.

“Joy is a very personal emotion,” Nikkein adds. “Life experiences have taught me that joy can only be found within oneself; other people can't bring joy to you. You find it in the simplicity of life or the most complicated things in life. So if there are any obstacles (to experiencing joy), you don’t allow yourself to experience it.” 

The other joy-blocker, she believes, is the tendency to compare ourselves to others. “I find more individuals comparing themselves to neighbours, colleagues, etc. You can’t be joyful or happy if that journey always continues. I've seen the poorest individuals and less privileged people still feel happy versus the very rich, who are never happy. Why is that? So (the ability) to manage oneself is important,” she elaborates.

The joy of inspiring greatness

A self-described perfectionist, Nikkein’s 17-year career with the BMW Group has spanned all three brands under its umbrella, starting as regional experiential & sponsorship manager with BMW, followed by a decade with MINI, including a five-year stint in Japan as head of brand communication & product management.

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In her current role as regional director of Rolls-Royce’s Asia-Pacific business for the past three years, upholding the stringent standards of excellence synonymous with the Rolls-Royce brand and embodied in its “Inspiring Greatness” slogan is par for the course.

Nikkein reflects on the company's German roots and its process-oriented approach. "As a German-based company, we are a company that likes processes," she explains. Regarding brand management, Nikkein emphasises the need to "orchestrate and deliver what is required from the brand," whether joy, satisfaction, or inspiring greatness for their clients.

She speaks highly of the leadership she’s experienced, noting, "I've worked with great bosses and management teams that are as strict as ever, but that strictness comes with a great sense of humanity."

This balance, she believes, provides context and purpose, helping everyone understand the reasons behind their exacting standards. When someone comes to work with us, they can get a sense of joy and satisfaction out of their work while delivering a high-standard approach for our business and the client."

Breaking boundaries 

Creating a sense of camaraderie amongst her stakeholders is important, too. In the first quarter of each year, a business conference is held to bring together Rolls-Royce dealers around the region. One country was selected to host the event, with team-building activities and a distinct local flavour organised to break the ice.

This year, for instance, it was held in South Korea, and participants had to compete in a mini version of the immensely popular Korean Netflix series Squid Game, recreated as a surprise for all who turned up.

“Everyone was split into groups and had to wear that iconic jacket to compete in a multi-country approach to challenge themselves beyond their language, culture, and race boundaries, and come together as a team to strategise to win this game,” she shares. 

On a personal level, the opportunity to challenge herself and break through her boundaries sparks the most joy for Nikkein. “Ultimately, it’s very satisfying to see myself grow in terms of experience, mindset and maturity. Knowing I’ve made a contribution and will leave a better version of the business than when I entered is a good measurement of my satisfaction.”

For more stories on The Peak Power List, visit here.