There’s something unexpectedly refreshing about speaking to Rene Gerhard. You sit down expecting another carefully polished corporate interview about electrification, premium mobility and the future of the automotive industry. Within minutes, the conversation drifts into Iron Maiden concerts, USB sticks full of ripped CDs, dogs, family memories, old BMWs and why he still refuses to stream music.
He may be decked out in a suit, but Gerhard already feels less like a corporate executive and more like the sort of enthusiast you would meet over beers at a rock bar after a late-night drive. It probably helps that he carries the calm intensity of a younger Michael Fassbender, complete with the slightly mischievous smile and easygoing confidence to match.
Gerhard has only recently stepped into his role leading BMW Group Asia across 14 markets, although he already sounds deeply immersed in the region. He speaks warmly about Singapore, enjoys local food, prefers hawker centres to formal restaurants, and carries himself with a casual openness that immediately lowers the temperature in the room.
Naturally, the conversation eventually turned to the topic hanging over the entire automotive industry right now: the rapid rise of Chinese EV brands and the pressure on traditional premium manufacturers. For BMW, the answer arrives in the form of Neue Klasse.
“For us, it’s not a new car model or just a new generation. It’s really a technology leap for us.”
What stood out throughout the conversation was how openly he acknowledged the uncertainty surrounding the industry transition. Gerhard spoke candidly about BMW’s decision to push ahead with massive investment during COVID, when many brands were becoming more cautious.
That gamble now appears to be paying off.
According to Gerhard, early demand in Europe has already exceeded expectations, with customers responding strongly to the blend of advanced technology and emotionally appealing design.
“In times like Covid, BMW took the approach to invest billions of euros into developing what we know nowadays as Neue Klasse.”
That willingness to commit during an uncertain period is something he clearly sees as part of BMW’s identity. Competition, in his view, is not something to fear. It sharpens brands, drives improvement and advances development.
“Do I see a challenge? Yes. But we need the challenge in order to improve.”
Interestingly, Gerhard never sounded dismissive of the newer players entering the market either. He acknowledged the speed at which Chinese brands are evolving and even welcomed the way they are accelerating wider EV adoption. At the same time, he remains very clear about where BMW positions itself.
“You shouldn’t dilute your brand by trying to do everything.”
For him, premium is not determined by feature count alone. He repeatedly returned to ideas such as engineering depth, development time, long-term trust, and emotional connection. He then turned to an earlier conversation we had about dogs, and compared car ownership to buying a dog from a reputable breeder.
At first, it sounded amusing. Then it actually made complete sense.
His point was not about status, but relationship. Trust. Support. Heritage. The reassurance that somebody remains behind the product long after purchase.
That emotional connection, he believes, is something many brands still underestimate.
“That emotional connection is just on a different level.”
It became increasingly obvious throughout the interview that Gerhard views cars in much the same way enthusiasts do. Not simply as machines or transport appliances, but as objects tied closely to memory, personality and experience.
That same mindset appears in the way he talks about music.
The man still carries his music collection physically. CDs are converted onto USB drives for use in his cars, and he proudly admits he has never streamed music in his life.
“I might be the only guy in the world who’s not streaming music.”
Rock and hard rock remain closest to his heart, shaped heavily by growing up around his father’s electric guitar playing. The conversation quickly spiralled into discussions about AC/DC, watching Iron Maiden live with his dad when he was 9, more live concerts, and old-school musicianship. Before Gerhard casually revealed that life would come full circle when he flies off to Sydney with his 10-year-old son to watch Iron Maiden together at the end of the year.
“No money in the world can buy these memories I had with my dad.”
That sentence lingered with me long after the interview ended.
Perhaps because it also quietly explains how he approaches cars, brands, and even leadership itself. There’s a recurring emphasis on authenticity, relationships and experiences that stay with people long after specifications and trends fade away.
When asked which BMWs he would keep in his dream garage, Gerhard did not hesitate.
An E30 M3. A Z8. And one future Neue Klasse-based M car.
The choices felt revealing.
The E30 M3 represents BMW’s motorsport purity and analogue roots. The Z8 captures the bridge between heritage and modernity. Neue Klasse represents the future.
Three eras. One philosophy.
Gerhard also made an interesting point about why some icons should remain products of their time rather than be recreated endlessly.
“There won’t be another Black Sabbath.”
He was referring to classic cars during that part of the conversation, although the statement probably applies just as well to great music, memorable road trips and iconic BMWs.
Some things belong perfectly to their era. The trick is knowing how to carry their spirit forward without losing what made them special in the first place.
