BMW Group Latin America Leadership Announcement: Maru Escobedo appointed President and CEO of BMW Group Latin America.

Mexico City. 29 January 2026. Sebastian Mackensen, Head of Region Americas for BMW Group and President & CEO of BMW of North America, LLC announced today that Maru Escobedo, currently President and CEO of BMW Group Brazil, will succeed Reiner Braun as President & CEO of BMW Group Latin America, overseeing the company’s operations across all 27 markets in the region. Effective March, 1st Maru will be based at the BMW Group Regional Headquarters in Mexico City. She brings over 20 years of international experience in the premium mobility market and began her successful career with BMW Group in 1998.

Maru, born in Mexico City, has built an outstanding international career within BMW Group. In Germany, she held key senior leadership positions for BMW and MINI, strengthening her global strategic vision. In Mexico, she led BMW Group, consolidating BMW and MINI as the number one brands in the premium market. Later, in Brazil, she drove historic growth for BMW Group, achieving sales records that positioned Brazil as the country with the highest BMW sales in all of Latin America. Likewise, BMW became the favorite premium brand in the Brazilian market. In addition, she played a key role in strategic investment decisions to strengthen the development of the Araquari Plant.

A new President and CEO for BMW Brazil will be announced in due course. Until the appointment of her successor, Maru Escobedo will continue to lead market operations for both BMW and MINI in Brazil.

Reiner is an accomplished leader at BMW Group with a remarkable global track record holding senior executive positions in strategic markets across Europe, Middle East, China, Latin America and Canada.

His recent achievements include significant progress in BMW Group’s electrified mobility (electric and hybrid vehicles) offering, leading the digital transformation and boosting the sales performance of BMW and MINI; strengthening leadership in the premium segment and delivering outstanding improvements in operational excellence, while expanding BMW Group’s presence in Latin America. BMW’s total sales in 2025 set a historic record, consolidating the brand’s leadership in the region for the eighth consecutive year as the preferred premium brand in Latin America. Sales records were also achieved for the high‑performance BMW M models, as well as for the high‑luxury range, including the BMW 7 Series, BMW X7, BMW XM, among others. Additional information regarding his next steps will be announced in due course.

“Latin America is a region rich in opportunity, talent and resilience. Maru is the ideal executive to accelerate our sustainable growth, strengthen our footprint and ensure the successful implementation of NEUE KLASSE with a complete customer focus. She is the first Latin American to lead the region and is renowned for her excellence, leadership and dedication to long-term value creation,” said Sebastian Mackensen, Head of Region Americas for BMW Group and President & CEO of BMW of North America, LLC. “I would like to thank Maru and Reiner for their outstanding contributions and wish them every success in their future endeavors.”