Bernd Koerber Appointed Chief Marketing Officer of BMW

The BMW group has appointed Bernd Koerber as CMO of BMW / SVP Brand Management, Customer and Digitalisation, following BMW’s launch of the Neue Klasse. 

Having been with the company for more than 23 years, Bernd will support the development of a more streamlined experience for BMW customers. 

“For me, this role is about combining the strength of our brand, the power of our ecosystem and the opportunities of AI to deepen customer relationships,” Bernd says, commenting on his appointment on LinkedIn.

“I am excited to shape this next chapter together with our teams and continue creating experiences that feel unmistakably BMW.”

Leadership through a brand evolution

Bernd first joined BMW in 2003, as a Manager for MINI, where he supported the brand’s marketing strategy. 

From there, he has held various leadership roles throughout the group – both at MINI, where he progressed to a role as Senior Vice President, and also at BMW, where he most recently served as the Senior Vice President of BMW Brand and Product Management.

“In my previous role leading Brand and Product Management at BMW, my focus was bringing the Neue Klasse to market,” he says.

“Seeing the first models already reaching customers is a milestone I am particularly proud of. I would like to sincerely thank everyone who has contributed to making this transformation a reality.”

BMW has been on a significant marketing push for its Neue Klasse range, which BMW says marks a “new era” for the company – and its all-electric offering is central to BMW’s Net Zero roadmap. 

The BMW iX3, the company’s first production model in this range, was recently featured in the movie Spider-Man: Brand New Day as part of this marketing push. 

“The launch of the Neue Klasse and Spider-Man: Brand New Day could not be more fitting,” Bernd said of the collaboration.

“Both stand for a bold new beginning and the confidence to shape what comes next. We are proud to accompany this new Spider-Man chapter with the BMW iX3, our first model of the Neue Klasse.”

Improving customer experience

But with the launch of Neue Klasse underway, Bernd says the company is moving “to new priorities”.

“We brought together responsibilities across the entire customer journey,” he says. “From the first interaction with our brand to long-term loyalty, our ambition is to create a seamless BMW experience across every touchpoint.”

In particular, the company has been using AI in sales and customer communications, in order to improve the overall customer experience. 

BMW and MINI are using an AI-based assistant, which can respond to customer’s queries 24/7 about products, services and vehicle-related issues with verified information. In the future, the company says it plans to roll this out in further markets as a “complement” to personal customer service. 

“I strongly believe that the future lies in connecting brand, customer experience, digital services, data and technology into one integrated ecosystem,” Bernd explains.

“Our goal is a One Customer Interface: one unmistakable BMW experience across every interaction, from vehicle purchase and financing to ownership and service. AI will be a key enabler, helping us create more relevant and intuitive customer experiences.”