Home » New Appointment » General Motors Welcomes Jorge Plata as President and CEO of Africa and Middle East Region

Published on
January 4, 2026

General Motors (GM) has officially appointed Jorge Plata as the new president and CEO of GM Africa and the Middle East, with the appointment set to take effect on March 1, 2026. Plata, currently serving as the vice president of Sales, Service and Marketing for GM Mexico, Central America and the Caribbean, will leave his current role to lead GM’s operations across the Africa and Middle East region.

Plata’s appointment reflects over 25 years of dedicated service at General Motors, where he has accumulated extensive experience across various functions, including sales, marketing, advertising and customer engagement. This long-standing career has allowed him to build a solid operational foundation within GM, with significant exposure to different brands and markets under the company’s portfolio.

A Long Career with General Motors

Plata’s journey with General Motors began more than two decades ago in the marketing division. His expertise in commercial operations, brand management and customer engagement allowed him to design impactful strategies that strengthened GM’s dealer network, especially in Mexico. During his tenure, Plata played an instrumental role in enhancing the company’s commercial footprint and forging partnerships to bolster its presence in key markets.

One of Plata’s notable accomplishments includes his leadership of OnStar Mexico, where he oversaw the connected services business for three years. This experience added valuable technological insights to his extensive background, positioning him as a key figure in GM’s regional operations. His contributions to GM’s brands, including Chevrolet, Buick, Cadillac and GMC, are a testament to his deep understanding of the company’s diverse product offerings.

A New Chapter in Dubai

As president and CEO of GM Africa and the Middle East, Plata will be based in Dubai, United Arab Emirates, where he will report directly to Michael MacPhee, president of GM Europe, Middle East and Africa, Australia and New Zealand. The appointment marks a strategic move for GM, positioning the company to strengthen its presence in the Africa and Middle East markets, which encompass a combination of both mature and emerging automotive sectors.

General Motors has emphasized that Plata’s background in commercial operations and brand management will be essential as he oversees GM’s strategic priorities in these diverse regions. His broad experience and leadership skills are expected to drive GM’s growth in Africa and the Middle East while aligning the company’s regional strategy with its global goals.

Leadership Transition at GM

The appointment of Jorge Plata comes as part of a broader executive restructuring within General Motors. As part of this leadership shift, Jack Uppal, the current president and CEO of GM Africa and the Middle East, will transition to a new role as president and CEO of GM Canada. This change signals GM’s commitment to developing and strengthening leadership talent across its international operations.

The company has not yet disclosed further details regarding leadership succession in Mexico, Central America and the Caribbean, where Plata currently holds the vice president role. However, GM’s executive transition in Africa and the Middle East highlights its focus on leadership continuity and maintaining a strong global strategy.

Future Outlook for GM Africa and the Middle East

General Motors’ Africa and Middle East region is known for its unique blend of well-established and emerging markets. GM operates in a competitive landscape that includes both vehicle sales and aftersales services, as well as dealer network management. Plata’s deep expertise in these areas, coupled with his extensive brand management experience, makes him well-suited to drive GM’s operations in this diverse and dynamic region.

Although GM has not shared specific financial targets or operational forecasts related to Plata’s new mandate, the company has confirmed that his leadership will be integral to the company’s alignment with GM’s broader global strategy. As GM continues to adapt to evolving market conditions in Africa and the Middle East, Plata’s appointment positions the company for continued success in these regions.