Zurich, Switzerland, June 2026 – BMW Group has announced the appointment of Sylvia Neubauer as President and CEO of BMW (Schweiz) AG, effective July 1, 2026, subject to official approvals. She succeeds Sergio Solero, who will assume the role of President and CEO of BMW Italia S.p.A.
A seasoned executive with more than 25 years of international experience spanning strategy, marketing, sales, customer relationship management, customer experience, digital transformation, and brand leadership, Neubauer will lead BMW’s operations in one of Europe’s most innovative and customer-focused automotive markets.
Commenting on her appointment, Neubauer noted that Switzerland represents one of the most dynamic and demanding automotive markets in Europe and holds strategic importance for the BMW Group due to its strong customer orientation and innovation-driven environment.
Prior to her appointment as President and CEO of BMW (Schweiz) AG, Sylvia Neubauer served as Vice President Customer, Brand & Sales at BMW M GmbH, where she held global responsibility for the BMW M brand. In this role, she led the strategic transformation of the brand, guided global sales planning and performance management, oversaw premium customer engagement initiatives, and played a central role in shaping the future retail and distribution model for BMW M. She also spearheaded the international rollout of the “GEN M” brand initiative and the strategic evolution of BMW M Driving Experience programs.
Before joining BMW M GmbH, Neubauer served as Vice President Corporate Strategy – Brand Portfolio Strategy, Market Research and Competitive Analysis at BMW Group. She was responsible for shaping the future positioning of the BMW Group’s brand portfolio, including BMW, MINI, Rolls-Royce, and BMW Motorrad. Her work focused on brand transformation, customer segmentation, market intelligence, competitive analysis, and strategic planning across major global markets including Europe, China, and the United States.
Earlier, she held several senior leadership positions within BMW Group focused on customer-centric transformation. As Vice President Customer Interaction Management, she led global customer data management, customer lifecycle management, CRM transformation, customer analytics, and the implementation of personalized engagement platforms across worldwide markets. Prior to this, she served as Vice President Customer Experience, Data & Analytics and Vice President Customer Lifecycle Management, where she played a key role in advancing BMW Group’s customer experience strategy, data-driven marketing capabilities, loyalty programs, predictive analytics initiatives, and customer engagement platforms.
Before joining BMW Group, Neubauer gained entrepreneurial and executive leadership experience as Founder and Managing Director of Caremondo GmbH, a healthcare marketplace startup. She also served as Managing Director ProSiebenSat.1 Digital & Adjacent GmbH and Senior Vice President Group CRM at ProSiebenSat.1 Media AG, where she developed group-wide CRM and digital customer engagement strategies for the company’s expanding digital businesses.
Earlier in her career, she spent nearly six years with E-Plus Mobilfunk, where she progressed through several leadership positions, ultimately becoming Member of the Board of Management and Director CRM & Online. During this period, she led customer relationship management, customer intelligence, loyalty programs, online marketing, sales, customer experience initiatives, and digital transformation programs. Prior to E-Plus, she spent six years with Deutsche Lufthansa, holding leadership roles across CRM, customer analytics, e-commerce, business development, marketing, and controlling, helping to shape customer engagement and digital commerce strategies for one of Europe’s leading airline groups.
About BMW Group
BMW Group is one of the world’s leading manufacturers of premium automobiles and motorcycles, operating through its iconic brands BMW, MINI, Rolls-Royce, and BMW Motorrad. In addition to its automotive operations, the company provides premium financial services and maintains a global production and sales network spanning more than 140 countries.
In 2025, BMW Group delivered approximately 2.46 million passenger vehicles and more than 202,500 motorcycles worldwide. The company generated revenues of €133.5 billion and profit before tax of €10.2 billion, while employing more than 154,000 people globally. Sustainability, innovation, customer centricity, and responsible business practices remain central pillars of the BMW Group’s long-term corporate strategy.
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