Dreher succeeds former marketing director Chris Brownridge who has now moved on to become the director for Mini UK.
Dreher, 39, was previously head of marketing for the BMW i brand, a post he held since 2010, where he had the responsibility for the worldwide co-ordination of the brand and its model launches.
Tim Abbott, managing director of BMW Group UK, said: ‘The UK is a key strategic market for BMW and Uwe brings with him a wide range of marketing expertise which will enhance and strengthen the appeal of the BMW brand and our expanding model portfolio.’
Dreher added: ‘This is a great opportunity for me to lead the marketing activities in one of the BMW Group’s largest markets and I am really looking forward to working with the team to build innovative and creative marketing campaigns which will attract our existing and also new customers.’
Matt Bristow has also been appointed as the new general manager, corporate sales for BMW UK with immediate effect.
He succeeds Steve Chater who is now general manager, product and market planning.
Bristow, 38, moves to the role having been general manager, used cars and internal sales since 2010. He has more than 13 years experience operating at a senior management level for BMW Group in the UK.
Richard Hudson, sales director for BMW UK, said: ‘Matt brings with him a wealth of experience in retail financial services and leasing and will be working directly with our corporate customers and leasing companies as we enter a period of growth through exciting new model launches.’
Bristow added: ‘Corporate sales is essential to our success and our dealers’ success so ensuring we give the best service to our corporate customers and leasing customers is going to be my focus. It’s also an exciting time to be joining the team with the growing range of BMW models offering even wider choice for fleets. I look forward to strengthening BMW’s position in the fleet sector and attracting new business customers to BMW.’