Dreher takes over from Chris Brownridge, who was promoted to director at Mini UK at the start of November. Dreher will be responsible for all marketing campaigns in the UK and will join BMW’s board.
“This is a great opportunity for me to lead the marketing activities in one of the BMW Group’s largest markets and I am really looking forward to working with the team to build innovative and creative marketing campaigns which will attract our existing and also new customers,” he says.
Dreher joined BWM Group in 2002 as brand manger responsible for partnerships and product placement before taking on the role of BMW motorsport’s marketing chief in 2007.
Most recently he headed up the marketing team at BMW i, the car marque’s new electric mobility and mobility services brand. In that role he was responsible for the global co-ordination of the BMW i brand and its first model launches.
Tim Abbott, managing director of BMW Group UK, says: “The UK is a key strategic market for BMW and Uwe brings with him a wide range of marketing expertise which will enhance and strengthen the appeal of the BMW brand and our expanding model portfolio.”