Sylvia Neubauer Appointed CEO of BMW Switzerland; Michelle Roberts Takes BMW M Role
BMW Group announces leadership changes: Sylvia Neubauer named President and CEO of BMW (Schweiz) AG, and Michelle Roberts becomes Vice President Customer, Brand & Sales at BMW M GmbH.
25+ years
What Happened
BMW Group announced leadership changes effective July 1, 2026. Sylvia Neubauer becomes President and CEO of BMW (Schweiz) AG, and Michelle Roberts takes over as Vice President Customer, Brand & Sales at BMW M GmbH.
“The Swiss market is one of the most innovative and demanding automotive markets in Europe. I am very much looking forward to working together with the team and our partners to actively shape the future of individual mobility.”
Sylvia Neubauer brings over 25 years of international expertise in brand management, sales, customer experience, and transformation. She previously served as Vice President Customer, Brand & Sales at BMW M GmbH, where she focused on electrification, digitalization, and evolving customer expectations. She also held leadership roles in Corporate Strategy, Customer Experience, and CRM at BMW Group, and has cross-industry experience from aviation, telecommunications, and media.
Michelle Roberts brings extensive international experience within BMW Group, most recently as Managing Director of the flagship retailer Park Lane in London. She previously served as Marketing Director at BMW UK, leading brand management and driving digital transformation and electromobility positioning. In her new role, she will drive brand, customer, and sales globally for BMW M GmbH, focusing on performance, innovation, and transformation.
Why this matters
These appointments bring experienced executives to key markets and brand divisions, strengthening BMW's international leadership and focusing on electrification and digitalization.
Terms in This Story
- EV
- Electric vehicle, a vehicle powered fully or partly by electricity.
- ICE
- Internal combustion engine, the conventional petrol or diesel engine type.
Summarised from the linked release; details can be imperfect — always verify against the original source.