BMW Group announced leadership changes for its Swiss subsidiary and its M performance division, effective July and August 2026 respectively, according to a press release on the company's official press portal.
Sylvia Neubauer will assume the role of President and Chief Executive Officer of BMW (Schweiz) AG effective July 1, 2026, succeeding Sergio Solero, who will return to Italy to again serve as President and CEO of BMW Italia S.p.A.
Neubauer brings more than 25 years of international experience in brand management, sales, customer experience and transformation to the position. She most recently served as Vice President Customer, Brand and Sales at BMW M GmbH, where she held global responsibility for marketing, sales, product management and the M driving experience programme. In that role, she helped shape the continued development of the BMW M brand with an emphasis on electrification, digitalization and changing customer expectations.
"The Swiss market is one of the most innovative and demanding automotive markets in Europe," Neubauer said in the announcement. "I am very much looking forward to working together with the team and our partners to actively shape the future of individual mobility."
Previously, Neubauer held several leadership roles within BMW Group, including positions in Corporate Strategy, Customer Experience and CRM, and brings cross-industry experience from aviation, telecommunications and media sectors.
Michelle Roberts will succeed Neubauer as Vice President Customer, Brand and Sales at BMW M GmbH as of July 1, 2026. Roberts brings extensive international experience within BMW Group and strong expertise in brand management, sales and customer strategy. She most recently served as Managing Director of BMW Group's flagship retail location Park Lane in London, one of the company's most important retail sites globally. Prior to that, she was Marketing Director at BMW UK, where she led brand management and drove digital transformation and the brand's positioning in electromobility.
The leadership changes come as BMW Group continues to strengthen its international organization, with a focus on electrification and digital transformation across its core brands and markets.
According to BMW Group, the Swiss market is considered one of the most innovative automotive markets in Europe, making the appointment of an experienced executive a strategic priority for the company.
Source: press.bmwgroup.com
