BMW shuffles leadership: Sylvia Neubauer takes helm at BMW (Schweiz) AG; Michelle Roberts to lead Brand, Customer and Sales at BMW M GmbH

The BMW Group has announced a pair of high-level leadership appointments that take effect in July and August 2026. Sylvia Neubauer will step into the role of President and CEO of BMW (Schweiz) AG starting July 1, 2026, succeeding Sergio Solero, who moves to Italy to become 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, most recently serving as Vice President Customer, Brand & Sales at BMW M GmbH where she oversaw marketing, sales, product management and driving experience (Area M). Her responsibilities included shaping the BMW M brand’s development with a focus on electrification, digitalization and evolving customer expectations. Neubauer’s background also includes leadership roles in Corporate Strategy, Customer Experience and CRM, plus cross-industry experience from aviation, telecommunications and media. “The Swiss market is one of the most innovative and demanding automotive markets in Europe,” Neubauer said. “I am very much looking forward to working together with the team and our partners to actively shape the future of individual mobility.” Michelle Roberts will take over as Vice President Customer, Brand & Sales at BMW M GmbH on August 1, 2026, succeeding Neubauer. Roberts joins from her role as Managing Director of the BMW Group’s Park Lane flagship retailer in London, where she led one of the company’s most important global retail locations. Prior to that, she served as Marketing Director at BMW UK, spearheading brand management in a core market and driving digital transformation and electromobility positioning. Earlier in her career, Roberts held international leadership roles in brand and communications strategy and marketing at MINI UK. In her new global role, Roberts will oversee brand, customer and sales strategy for BMW M GmbH, steering the brand’s evolution at the intersection of performance, innovation and transformation.