MHS Holding AG and Automobile Bavaria have announced a new leadership structure for their auto & moto division, introducing strategic changes across Romania and Germany.
Starting April 1, 2026, Michael Röck has been appointed CEO of the passenger cars and motorcycles division, taking responsibility for the group’s strategic development at international level. His background includes leadership roles at Toyota, Lexus, General Motors and McLaren.
New leadership across key markets
At the same time, Elmar Geisler has taken over the leadership of Automobile Bavaria Group in Romania and MHS Gruppe in Germany, overseeing strategy implementation and local operations.
With more than 20 years of industry experience, Geisler previously served as Managing Director at Porsche Holding, managing operations across Central and Eastern Europe.
“Romania is a high-potential market, and Automobile Bavaria benefits from a strong, experienced team. My goal is to accelerate growth and strengthen our position in the premium mobility segment,” said Geisler.
Michael Schmidt, founder and chairman of the group, emphasized that the new leadership will support further market consolidation and long-term growth.
Market context
Founded in 1994, Automobile Bavaria Group operates 18 locations across Romania and is a key dealer for BMW and MINI.
In 2026, the group is set to open the region’s only Rolls-Royce Motor Cars showroom in Bucharest, further expanding its premium offering.
Photo: BMW Group
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