BMW names Uwe Dreher, a 17-year veteran, to top N.A. marketing post

Uwe Dreher, who led the launch of BMW’s i electrified vehicle subbrand, has been elevated to marketing chief for BMW of North America.

Dreher takes over as vice president of marketing effective July 1. He succeeds Trudy Hardy, who is to become vice president of BMW Motorrad of the Americas on the same date.

Dreher, in his new role, will oversee marketing communication and product planning for BMW brand in the U.S. He will report to BMW of North America CEO Bernhard Kuhnt.

Dreher’s most recent post was at BMW Group headquarters in Munich, where he was vice president for global BMW, BMW i and BMW M brand communications.

The 17-year BMW veteran takes control of North American marketing as the brand undertakes what Kuhnt describes as “the largest product offensive in our history.” The product rollout, which includes the seventh-generation 3 series, the first-ever X7 crossover and the new Z4 roadster, helped BMW edge past rival Mercedes-Benz in U.S. sales in the first quarter. BMW…