FRANKFURT -- BMW named former Daimler executive Jens Thiemer as its new head of brand management.
A veteran with many years of experience in automotive brand management and marketing, Thiemer took up the role on Jan. 1. Thiemer succeeds Sven Schuwirth, who left BMW in May. German media reports said Schuwirth is returning to Audi, his former employer
The appointment comes as the automaker and its rivals undergo seismic changes as they move away from combustion engines toward electrification, embrace the development of self-driving cars and adapt to future mobility demands.
"I am delighted that Jens Thiemer, a highly experienced marketing specialist, is joining us at this time. Our joint goal is to achieve a seamless brand experience for our customers, across all touchpoints," Pieter Nota, BMW brand sales boss, said in a statement.
Thiemer, 46, began his career in 1998 at DaimlerChrysler, where he held several senior roles in marketing and strategy. In 2007, he moved to CNC consulting services in Munich, where he served as partner and managing director.
In 2013, he returned to Daimler as vice president of brand communications at Mercedes-Benz, before becoming vice president of marketing at the brand in 2014, a role held until this year.