Mercedes-Benz Vietnam Appoints New CEO, Poised for Accelerated Growth in 2026

LEADERSHIP TRANSITION – LAYING THE FOUNDATION FOR A BOLD VISION

Mr. Gerd Bitterlich, former CEO of Mercedes-Benz Vietnam, officially retired in December 2025, concluding a remarkable 35-year career with Mercedes-Benz worldwide. Succeeding him is Mr. René Neumann, a seasoned executive with extensive experience across diverse markets, including Germany, Russia, Romania, Malaysia, and Canada, who assumes the role of CEO starting January 2026.

Mr. Neumann joined Mercedes-Benz in 2002 as a member of the Associate Management Consulting Team. Over two decades, he held various roles across business units, functions, and markets. Notably, in Romania, he played a pivotal role as CFO in establishing and growing the Eastern European market cluster.

In 2020, he was appointed CFO for the SEA2 region (Malaysia, Indonesia, Singapore), where he successfully implemented key business strategies.

Prior to joining MBV, as CFO of Mercedes-Benz Canada, Mr. Neumann steered the organization and its distribution network through challenging macroeconomic conditions and tariff fluctuations, demonstrating robust leadership and long-term strategic thinking.

Mr. René Neumann – New CEO of Mercedes-Benz Vietnam

Mr. Neumann’s appointment reflects the company’s new direction and underscores Mercedes-Benz’s commitment to strengthening its presence in Vietnam.

TOWARD THE BRAND’S 140TH GLOBAL MILESTONE

Upon assuming his new role at MBV, Mr. Neumann shared, “2026 holds special significance for Mercedes-Benz—both globally and in Vietnam. It marks 140 years since Carl Benz patented the world’s first automobile in 1886, a milestone that shaped not only our brand but also our role in the automotive industry. I am thrilled to lead Mercedes-Benz Vietnam during this iconic year.”

The patent for the world’s first automobile, filed by Carl Benz in 1886, is now a UNESCO-protected document. Recognized for its “outstanding universal value,” it is preserved in the UNESCO Memory of the World Register alongside Shakespeare’s works, the Gutenberg Bible, and other global treasures.

Additionally, 2026 marks the 100th anniversary of the Mercedes-Benz brand name, which was officially established in 1926 through the historic merger of Daimler-Motoren-Gesellschaft and Benz & Cie.—a milestone that cemented its status as a global luxury automotive icon.

These milestones—140 years and 100 years—not only highlight the brand’s unparalleled historical depth but also celebrate Mercedes-Benz’s proud journey: from pioneering the first automobile to defining luxury standards for over a century.

2026 promises to be a year filled with significant activities honoring these achievements.

STANDARDIZING DEALER NETWORK WITH MAR20X

Beyond products and experiences, MBV continues to standardize its dealer network under the global MAR20X retail model, focusing on customer experience, brand consistency, and operational efficiency.

By the end of 2027, MBV aims to upgrade most dealerships to the MAR20X standard, reinforcing its commitment to Vietnam’s market.

EXCITING 2026 PRODUCT LINEUP

In 2026, MBV will enrich its domestic portfolio with special models across various segments. Highlights include the G 500, AMG GT 63 4MATIC+ Coupé, limited-edition Mercedes-Maybach SL 680, and the new Mercedes-AMG G 63—embodying 140 years of heritage, performance, and ultra-luxury from Mercedes-Benz, Mercedes-AMG, and Mercedes-Maybach.

Mr. Neumann added, “MBV is considering introducing the all-new, fully electric CLA to Vietnam, catering to the diverse preferences of younger customers. This model was recently named ‘Car of the Year 2026’ in Europe, further solidifying Mercedes-Benz’s leadership in the compact luxury segment.”

The all-new CLA named “Car of the Year 2026” in Europe

This is just the beginning. With new leadership, a clear strategy, and concrete initiatives, MBV positions 2026 as a year of acceleration—where 140 years of legacy are celebrated through action, innovation, and commitment to the Vietnamese market.

TH (Tuoitrethudo)