Since the acquisition of the BMW brand in Jamaica by the ATL Automotive Group in 2016 it has become Jamaica’s number-one selling premium car brand, having sold the most vehicles annually for a record-breaking five out of seven years.

At the heart of this success story is a woman instrumental in steering the brand to the top: Jeanel Bowla, sales manager at BMW Jamaica, Kingston.

“It’s a very dynamic group,” she said

BMW runs in her family, so much so that the Bowla name has been synonymous with the brand in Jamaica for over 30 years. Some of her earliest memories include her father’s 1972 BMW 2002 and watching him fix BMWs at their family home.

Growing up surrounded by the brand, Bowla developed a deep appreciation for BMW’s long-standing, driver-centric philosophy and unmistakable road feel. She shared that BMW is more than a car brand; it’s a feeling, how it handles, how it responds.

“It reminds you that driving can be a joy,” she said.

Despite her family’s deep ties to the automotive world, Bowla didn’t initially envision herself in car sales. That changed when she joined ATL Automotive in February 2018. Within seven months the company expressed interest in promoting her to sales manager for BMW Jamaica, believing her to be the best fit — a challenge she readily accepted.

Her early days weren’t without hurdles. Bowla began her Master in Business Administration (MBA) at the Mona School of Business and Management shortly after joining ATL Automotive. Balancing sales targets and academic deadlines was demanding, but with careful time management — and a supportive boss — she completed her MBA with a concentration in international business.

Now more than seven years into her journey at ATL Autobahn, and a new mother, Bowla credits much of her growth to her team.

She has led the BMW Jamaica sales team through several high-profile vehicle launches; the highlights of which include the unveiling of the BMW M2, BMW X3 M, and BMW X4 M.

A standout experience was a road trip organised exclusively for BMW M and M Performance customers, where a convoy of M enthusiasts took to the scenic north-south leg of highway 2000 bound for St Mary. What began as a drive soon became a celebration of the passion that unites the M community.

“I hope that every customer not only drives away satisfied but also feels the dedication, attention to detail, and pride that my team puts into every single delivery,” Bowla added.

There’s no magic formula behind her success. It’s a blend of discipline, mindset, and a deep love for what she does.

As a woman navigating a traditionally male-dominated field, she credits her success to a willingness to learn, an awareness that confidence is built, not necessarily born, and a commitment to showing up consistently.

She believes growth begins with humility.

“I never shy away from asking for help or admitting when I don’t know something. That’s how you keep getting better,” shared the sales manager.

For other young women looking to enter the automotive space, she offers a bit of advice.

“Let your work speak; don’t stay silent. Whether it’s driving business forward, elevating the customer experience, or simply sharing a love for the brand, your voice matters. Protect your peace. This industry moves fast, and it’s easy to start second-guessing yourself. Stay grounded in what matters to you, not what impresses others,” was the sage comment offered.

As BMW continues to push boundaries, Bowla ensures that every customer encounter reflects not only the brand’s legacy, but her own. She finds quiet satisfaction in seeing the results of years of dedication, especially when those results are reflected in her customers’ smiles and her team’s pride.

Jeanel Bowla, sales manager, BMW Jamaica.