As Mercedes-Benz prepares to mark 140 years since the invention of the world’s first automobile, Mercedes-Benz Vietnam (MBV) has announced a significant transition in its senior leadership, while outlining a clear strategic direction for 2026, a year defined by the company as a period of acceleration for its next phase of development in the Vietnamese market.

Mercedes-Benz Vietnam confirmed that Gerd Bitterlich, former Chief Executive Officer of MBV, officially retired in December 2025, concluding a 35-year career with Mercedes-Benz globally. Succeeding him is René Neumann, who assumes the role of CEO of Mercedes-Benz Vietnam from January 2026.

Neumann joined Mercedes-Benz in 2002 as a member of the Associate Management Consulting Team. Over more than two decades, he has held a wide range of positions across multiple business units, functions, and international markets, including Germany, Russia, Romania, Malaysia, and Canada. During his tenure in Romania, he played a key role as Chief Financial Officer in establishing and developing the Eastern Europe market cluster.

In 2020, Mr. Neumann was appointed CFO for the SEA2 region, covering Malaysia, Indonesia, and Singapore, where he successfully implemented several critical business strategies. Prior to joining MBV, he served as CFO of Mercedes-Benz Canada, leading the organization and its dealer network through a challenging period shaped by global macroeconomic pressures and tariff-related uncertainties. His track record underscores a strong foundation in financial stewardship, organizational leadership, and long-term strategic thinking.

The appointment of René Neumann reflects Mercedes-Benz’s strategic direction and reinforces its commitment to sustained growth in the Vietnamese market.

Commenting on his new role, Neumann said that 2026 carries special significance for Mercedes-Benz, both globally and in Vietnam. The year marks 140 years since Carl Benz invented the world’s first automobile in 1886, a breakthrough that laid the foundation for the Mercedes-Benz brand and helped shape the global automotive industry.

He noted that taking on the role of CEO of Mercedes-Benz Vietnam at such a symbolic moment is both an honor and a responsibility. Beyond the 140-year milestone, 2026 also commemorates 100 years since the Mercedes-Benz brand name was officially established in 1926, following the historic merger of Daimler-Motoren-Gesellschaft and Benz & Cie. This union gave rise to one of the world’s most recognized luxury automotive brands.

Alongside its product and brand initiatives, Mercedes-Benz Vietnam continues to advance the standardization of its dealer network in line with the global MAR20X retail concept. MAR20X represents Mercedes-Benz’s latest retail model, emphasizing customer experience, brand consistency, and operational efficiency.

According to MBV’s plans, the majority of its authorized dealers in Vietnam are expected to be upgraded to MAR20X standards by the end of 2027, reaffirming the company’s long-term investment and development commitment in the market.

In 2026, MBV plans to further expand its domestic product portfolio with a range of special models across multiple segments. Highlights include the G 500, AMG GT 63 4MATIC+ Coupé, the limited-edition Mercedes-Maybach SL 680, and the new Mercedes-AMG G 63. These vehicles are positioned to reflect the brand’s 140-year heritage, high-performance engineering, and ultra-luxury credentials across Mercedes-Benz, Mercedes-AMG, and Mercedes-Maybach.