Uwe Dreher is the new vice president of marketing at BMW of North America, effective July 1.
The German native succeeds Trudy Hardy, who will be assuming the role of vice president of BMW Motorrad of the Americas on the same date.
Dreher will serve as a member of the company’s executive management team and will oversee all marketing communication and product planning for the BMW brand within the U.S. market.
His most recent post was at the BMW Group headquarters in Munich, Germany, where he served in the central marketing department as the vice president for global BMW, BMW i and BMW M brand communication.
Dreher will report directly to Bernhard Kuhnt, president and CEO of BMW of North America.
BMW North America is one of the automaker’s biggest markets and the hope is that Dreher can build on Hardy’s momentum, Kuhnt says.
Hardy led the agency search last year that resulted in Goodby, Silverstein & Partners landing the position of lead creative agency in the U.S., following a competitive review. Besides Goodby, the finalists in the pitch, which was handled by Roth Ryan Hayes, included Droga5, Wieden & Kennedy, Hill Holliday and Anomaly.
“As BMW continues the largest product offensive in our history, we look forward to working together with Uwe to further sharpen our customer focus and solidify our brand position,” Kuhnt states.
A 17-year employee of the BMW Group, Dreher has a wide range of marketing expertise with positions both at headquarters in Munich and abroad.