A narrative history of BMW Motorrad’s senior management leadership over the past two decades, now contextualised around the appointment of Boris Weletzky as the new Vice President of Customer, Brand and Sales and the surprise exit of Stephan Reiff.
A Two-Decade Story of Leadership, Change & Brand Evolution
In the world of premium motorcycles, BMW Motorrad stands as a legend — a brand built on engineering precision, innovation, and a deeply cultivated connection with riders across the globe. But behind every breakthrough machine — from the iconic GS adventure bikes to the high-performance M models — is a story of leadership, strategic pivots, and management evolution.
With December 2025 marking the announcement that Boris Weletzky will take the helm as Vice President Customer, Brand and Sales, succeeding Stephan Reiff, it’s a perfect moment to look back at how BMW Motorrad’s leadership has shaped the division through growth, transformation and global positioning.
Early 2000s to 2010s: The Foundations of Modern Motorrad Leadership
The first decade of the 21st century was about structuring BMW Motorrad as a focused global business unit. After years of being part of the broader motorcycle operations, the early 2000s saw BMW formalise its leadership for the motorcycle division with specialised senior roles — a reflection of the brand’s rising ambitions.
In the late 2000s, Hendrik von Kuenheim took the reins as General Director, following the tenure of Herbert Diess — later a household name in the automotive world. These leaders steered Motorrad during a period of consistent refinement in brand strategy, portfolio expansion and market growth.
Stephan Schaller: A New Era (2012–2018)
By the early 2010s, BMW Motorrad had firmly established itself in the premium sector, and in 2012 Stephan Schallerstepped in as the division’s President. Schaller brought deep experience from within the BMW Group and was instrumental in strengthening the motorcycle brand’s global identity. Under his leadership, BMW Motorrad not only reinforced its position in the adventure and touring segments but also began to explore new product categories. Sales networks expanded and brand engagements grew, laying the groundwork for the decade to come.
In 2018, Schaller handed over leadership to Dr. Markus Schramm, marking another pivotal chapter. (BMW Motorrad, a centenary as a manufacturer in 2023)
Markus Schramm: Record Sales & Product Innovation (2018–2023)
Dr. Markus Schramm’s era as Head of BMW Motorrad was defined by exceptional growth and product diversification. Between 2018 and 2023, BMW Motorrad reached record sales figures, introduced the electrified CE range, and celebrated strategic milestones such as global expansion and cultural brand experiences. The pivotal GS platform continued its ascent, and the brand made bold moves into performance and lifestyle segments — such as the M-branded bikes — broadening BMW Motorrad’s appeal beyond traditional touring and adventure customers.
Schramm’s leadership coincided with the brand’s 100th anniversary and some of its most successful commercial years ever. When he retired in late 2023, the baton passed to Markus Flasch — an executive with a proven track record in product innovation and brand leadership from other corners of the BMW Group.
Markus Flasch: Leadership in a Transformative Era (2023–Present)
Assuming the role of Head of BMW Motorrad in November 2023, Markus Flasch inherited a division at the peak of its global competitiveness. With a background that spans performance cars, product planning and strategic leadership across the BMW Group, Flasch represents a new type of leader — one steeped in deep product knowledge and cross-brand expertise. (Australian Motorcycle News)
Under Flasch, BMW Motorrad has continued to balance tradition with innovation, pushing further into electrification, digital engagement and experiential brand extensions while maintaining strength in core segments like adventure, sport and touring.
The Sales & Brand Leadership Thread: Reiff to Weletzky (2022–2026)
Parallel to the overall leadership changes at BMW Motorrad, a critical thread has been the evolution of the sales, customer and brand strategy leadership — roles that directly shape how the brand connects with riders and markets worldwide.
In July 2022, Stephan Reiff was appointed Vice President Customer, Brand and Sales — a global role responsible for BMW Motorrad’s sales strategy, customer engagement and brand positioning — bringing with him years of experience across BMW and MINI in sales and product roles. Reiff’s tenure coincided with a strong period for Motorrad’s global sales and dealer network expansion. (Fresh BMW Motorrad Management)
But in late 2025, BMW Motorrad announced a sudden change: Reiff is leaving the BMW Group at his own request, and will hand over leadership of customer, brand and sales to Boris Weletzky starting January 1st, 2026.
Weletzky arrives with over 20 years of experience in sales, product management and brand leadership within the BMW Group, including extensive international roles (from MINI to Rolls-Royce and global sales leadership responsibilities).
His appointment reflects a strategic emphasis on brand strength, customer centricity and market sophistication as BMW Motorrad navigates a rapidly changing global landscape. (BMW Motorrad Record Sales)
Executive Team Beyond the Headlines
It’s also worth remembering that the wider BMW Motorrad executive team includes influential leaders whose names may not always headline press releases, but who shape critical functions — from regional operations to customer engagement, from brand marketing to aftersales. Executives like Timo Poser and Stefan Stark occupy senior roles in the broader management team, contributing to how BMW Motorrad connects with riders around the world.
Looking Ahead
From von Kuenheim to Schaller, from Schramm to Flasch — and now with Boris Weletzky poised to steer global sales, brand and customer strategy — BMW Motorrad’s leadership journey reflects a brand in constant evolution. It’s a narrative of heritage meeting innovation, of premium engineering meeting modern market acuity.
For riders and enthusiasts watching closely, these changes aren’t just corporate restructures — they shape how the bikes are sold, the experiences riders have with the brand, and how BMW Motorrad positions itself for the next decade of growth.
As Boris Weletzky prepares to take the reins of global sales and brand strategy in 2026, BMW Motorrad’s story remains one driven by passion, precision and the pursuit of the ultimate ride.
Credits | Images courtesy of BMW AG, Munich (Germany).
