Long-time BMW executive Uwe Dreher is replacing Trudy Hardy at the top of the BMW marketing department in North America. Hardy, as previously announced, will be assuming the role of vice president of BMW Motorrad of the Americas.

Reporting directly to Bernhard Kuhnt, president and CEO of BMW of North America, 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, where he served in the central marketing department as the vice president for global BMW, BMW i and BMW M brand communication.

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“We thank Trudy for all her great work over the years and are excited to welcome Uwe to the U.S., one of the biggest BMW markets in the world, to build upon that momentum,” said Bernhard Kuhnt, president & CEO of BMW of North America. “His passion for the brand, combined with his varied global marketing experience makes him a great addition to our leadership team. 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.”

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. He started with the company in 2002 working on brand management with MINI at the time of the relaunch of the brand. In 2007, Dreher transitioned within the global marketing department to a position with BMW brand management, as the head of all motorsport marketing and product placement. Three years later, he became the global head of marketing for BMW i, where he led the launch of the brand. In 2013, he moved to the UK on an expat assignment where he took over as marketing director for BMW in the market until 2015.

Dreher studied at the University of Ravensburg, Germany, where he received a business administration degree.