Bernd Pichler

Bernd Pichler brings more than 30 years of global leadership to the AIA China Management Committee, blending military discipline, strategic vision, and deep market expertise. As Managing Director of Aston Martin Greater China, he spearheads the brand’s growth in one of its most dynamic regions, driving innovation and commercial success in the ultra-luxury automotive sector.

Bernd began his career with 12 years as an officer in the German Army and Air Force, building a foundation of resilience and leadership. He then transitioned into the automotive industry, where he held senior roles at Volkswagen, Jaguar Land Rover, Bentley, ICONIQ Motors, and now Aston Martin. His portfolio includes positions such as Finance Director, CFO, EVP Sales, CMO, Regional Director, and Managing Director, demonstrating his versatility and strategic impact across global markets.

Since relocating to Asia in 2005, Bernd has developed a deep understanding of the Chinese business landscape. At Bentley Motors, he led operations across mainland China, Hong Kong, and Macau, overseeing growth in the company’s second-largest global market. His leadership consistently delivered brand elevation, customer engagement, and commercial performance.

An economist by training, Bernd holds an EMBA and a Doctorate in Business Administration from KEDGE Business School. His doctoral research explored leadership effectiveness through both Asian and Western lenses, reflecting his passion for cross-cultural leadership and organisational development.

As a member of the AIA China Management Committee, Bernd contributes strategic insight and market intelligence, supporting AIA’s mission to advance professional standards and global recognition.

Fluent in four languages and embedded in the region’s business ecosystem, he is a valuable asset to AIA’s governance and advocacy in China.