Byton, the China-based premium electric vehicle maker, announced the appointment of Andreas Schaaf as chief customer officer with immediate effect.

True to its "user-centric" philosophy, Byton established the new position to drive outstanding customer experiences across all sales and marketing channels, products and services.

Schaaf will be responsible for global go-to-market activities including sales, marketing, digital services, aftersales and customer operations.

CEO Daniel Kirchert said: "Byton is committed to creating distinctive and intelligent vehicles that will become true mobility companions to users.

"The creation of the chief customer officer role will deliver a holistic, user-centric approach as the company solidifies its global market layout. With his strong industry background and diversified market experience, Andreas will be an important addition to the team to ensure that we truly listen to customer needs and create enjoyable experiences and services for them."

Schaaf is a seasoned executive with more than 20 years of experience in the automotive industry. Prior to joining Byton, he was vice president of Cadillac Europe and China successively and led a rapid growth of the brand in the Chinese market.

Previously, Schaaf worked at the BMW Group for nearly 18 years, responsible for businesses in Asia, Africa and Eastern Europe, accumulating extensive experience in product planning, marketing, sales, dealer network development, customer relationship management and new mobility services.

Schaaf said: "I am excited to join the team to help Byton achieve its goal to become a global player in the emerging mobility racetrack by creating customer-centric experiences."

Currently, more than 50,000 people worldwide have ordered Byton's M-Byte which will make its world premiere in the third quarter and will start production at the end of this year.