Stroehle Ulrich
Director, Automotive Design, Shanghai

Ulrich Stroehle is Director of Automotive Design at BMW Group Designworks Shanghai Studio, bringing over 20 years of experience in automotive design across BMW Group brands.

Throughout his career, Ulrich has led and contributed to a wide range of production and future vehicle projects, with deep expertise in interior design, premium mobility experience, and brand-specific design expressions.

Before joining Designworks, he served as Interior Design Project Leader at Roll-Royce Design, where he worked on future model development. Prior to that, he was leading Interior Design Projects for MINI Design in Europe and China, contributing to key projects including MINI Countryman and MINI Aceman.

From 2004 to 2019, Ulrich grew in the BMW Design team, from 2016 holding the role as Head of Interior Design. During this period, four of his design proposals were selected and carried out for production, including the BMW X3, X4, X5, and X6.

With extensive experience across luxury, premium, and future-oriented mobility, Ulrich brings a strong understanding of design leadership, production development, and the creation of meaningful automotive experiences.