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The arrival of the new CEO, René Neumann, just before the 140th anniversary of the global brand's history, marks a strategic turning point for Mercedes-Benz in Vietnam. This is not simply a high-level personnel change, but also signals a breakthrough period in both customer experience and luxury product portfolio in 2026.
After more than three decades of dedication to the group, Mr. Gerd Bitterlich officially stepped down as CEO to retire at the end of 2025. His successor, chosen to lead MBV in this new chapter, is Mr. René Neumann, a seasoned management expert with extensive experience in diverse markets from Europe to North America.
Mr. René Neumann - the new General Director of Mercedes-Benz Vietnam
Joining Mercedes-Benz in 2002, René Neumann boasts an impressive resume, having held key positions in Germany, Russia, Malaysia, and Canada. Notably, his previous role as CFO for the Eastern European and Southeast Asian (SEA2) market cluster demonstrates a sharp financial management mindset combined with a strategic vision for emerging markets.
To realize its "accelerated year" goal, MBV is aggressively pushing forward with the standardization of its distribution system according to the MAR20X standard. This is the company's most modern retail model, focusing on blurring the lines between digital space and in-person experience. The goal of upgrading the majority of its distributor network by the end of 2027 is the clearest commitment to its long-term investment in the Vietnamese market.
The patent for the world's first automobile, filed by Carl Benz in 1886, is now protected by UNESCO and inscribed in the Memory of the World program for its global historical value, alongside documents such as the Gutenberg Bible or Shakespeare's manuscripts.
2026 promises to be a year of big names. The return of the "king of off-road" Mercedes-AMG G 63 and the new G 500 will surely delight those who love freedom and exploring new lands with their powerful and proud presence. If you dream of a road trip along the sun-drenched central coast, the limited-edition Mercedes-Maybach SL 680 is the symbol of pure luxury, where every mile is an artistic experience.
In particular, the anticipated launch of the all-electric CLA – "European Car of the Year 2026" – opens a new chapter for sustainable travel while also quickly aligning with the green transition trend and targeting younger customers who demand a combination of futuristic technology and brand identity.
The all-new CLA model won the “Car of the Year 2026” award in Europe.
With a new leadership team and a strategy built on a solid heritage, Mercedes-Benz Vietnam is demonstrating a new development path. The combination of optimizing the retail network and refreshing the product portfolio aims not only to maintain sales but also to reaffirm the position of the "three-pointed star" brand in shaping a luxurious lifestyle in Vietnam.
