BMW Group Latin America announces organizational changes: local talent for regional management

Mexico City. May the 26^th 2025. Reiner Braun, President and CEO of BMW Group Latin America announces that effective on July 1^st, 2025,Hernando Carvajal is appointed Regional Head of Sales Operations for BMW Group LatAm. He will succeed Alexander Luhn, who has held the position since 2018 and will support the transition before returning to Germany in September.

Luciana Francisco is now appointed Head of Marketing for the BMW brand at BMW Group Latin America starting July 1^st 2025.

Hernando Carvajal is originally from Colombia and has an extensive background in the Group. He began his career at BMW Group in 2000 at BMW North America as part of the Product Strategy and Planning team. From 2007 to 2012, he worked in Munich at BMW AG as Marketing and Communication Manager for the Americas region. Subsequently, as Product Manager, he was responsible for the profitability of the BMW Series 7 globally from 2010 to 2012. In 2012, he arrived in Mexico where he has led Sales areas for the Importer Markets in LatAm and Marketing for BMW brand. Hernando holds a Bachelor of Science in Aerospace Engineering from Worcester Polytechnic Institute, as well as a Master of Business Administration from the F.W. OLIN Graduate School of Business at Babson College.

Luciana Francisco is originally from Brazil and has extensive experience in the automotive sector, bringing a strong track record in strategic marketing leadership. She began her career at BMW Group Brazil in 2014, where she served as Sr. Manager of Marketing and Product for BMW Motorrad. Since 2018, she has held the position of Head of Marketing and Product for BMW Motorrad North America, where she has been responsible for directing  the national marketing strategy, brand positioning  and strategic product planning for the U.S. market. She acted as a consultant for the implementation of the regional structure of BMW Motorrad Latin America. Prior to her career with BMW, Luciana dedicated over 15 years on premium automotive brands in Brazil, where she had significant experience across various departments, including Sales and Marketing for Commercial Vehicles in the Latin America and Caribbean markets, before moving over to Marketing department for passenger cars. This diverse experience highlights her strategic acumen and versatility in driving brand success across regions.

She holds a degree in Business Administration from the Municipal University of Sao Caetano do Sul; a specialization in Marketing Management from Mackenzie Presbyterian University; and a Master of Business Administration (MBA) from the Getúlio Vargas Foundation.

Both executives will be located in Mexico City at the BMW Group Latin America Regional Headquarters and will report to Reiner Braun.

“I am thrilled that two regional talents (out of Colombia and Brazil) will be leading operations in Latin America; with their extensive market knowledge and broad professional background, I have no doubt that jointly they will boost the BMW business and brand as a whole to the next level.

Hernando Carvajal’s extensive experience and leadership will ensure continuity of our successful strategy and continue to build on our strong momentum in sales. Luciana Francisco will add very valuable experience, creativity and strategic vision to our marketing team and further enhance our regional BMW marketing strategy and customer focus.

I would like to sincerely thank Alexander Luhn for his dedication and leadership in strengthening our regional sales operations, boosting the point-of-sale experience for our customers and for growing our business across all sales channels to new highs during the last years”, said Reiner Braun, President and CEO of BMW Group Latin America.