Mercedes-Benz Vietnam names René Neumann as its new CEO from 2026. Discover the leadership shift, upcoming model launches, and centennial plans. Read more now.
Mercedes‑Benz Vietnam (MBV) announced that René Neumann will assume the role of Chief Executive Officer from January 2026, marking a fresh chapter for the luxury automaker in the country.
Leadership transition
Long‑time head Gerd Bitterlich, who steered MBV for 35 years, retired in December 2025. His departure closes a three‑decade tenure that helped cement Mercedes‑Benz as a leading premium brand in Vietnam.
Who is René Neumann?
Neumann joined Mercedes‑Benz in 2002 as a member of the Management Consulting Team. Over the past two decades he has held a variety of senior positions across different markets and functions.
Key milestones
- Romania – CFO: Played a pivotal role in building the Eastern‑European market cluster.
- SEA2 – Regional CFO (2020‑2025): Oversaw operations in Malaysia, Indonesia and Singapore, driving growth in the fast‑moving Southeast Asian region.
- Mercedes‑Benz Canada – CFO: Guided the Canadian distribution network through a turbulent macro‑economic environment and shifting tariff regimes.
Strategic plans under the new CEO
In 2026 MBV will accelerate the rollout of the global MAR20X distribution standard, aiming to upgrade the majority of its dealer network by the end of 2027.
Neumann also unveiled an ambitious product pipeline. The 2026 lineup is expected to include:
- G 500
- AMG GT 63 4MATIC+ Coupé
- Mercedes‑Maybach SL 680 (limited edition)
- Mercedes‑AMG G 63 (new generation)
Additionally, the new CEO hinted at the possibility of introducing an all‑electric CLA model to Vietnamese customers in the near future.
Market outlook
Mercedes‑Benz’s leadership change comes as the brand prepares for its 100‑year anniversary in 2026, the centennial of the official Mercedes‑Benz name. With intensified competition from BMW and other premium rivals, MBV aims to “change the game” by leveraging Neumann’s international experience and the upcoming model releases.
Industry observers expect the fresh direction to boost sales, enhance brand perception, and strengthen Mercedes‑Benz’s foothold in Vietnam’s high‑end automotive market.