Bernhard Raser

Questioner
DISC Type : c

Global Director Product & Business Development Truck & Bus at AVL

Austria

Overview

Bernhard Raser is the Global Director for Product & Business Development in the Truck & Bus division at AVL. With nearly two decades of experience, he specializes in transforming complex powertrain technologies into commercially viable, sustainable solutions for heavy-duty mobility. He is a graduate of FH Joanneum with a degree in Automotive Engineering.

He is a key public voice for AVL on the future of commercial transport, frequently speaking at international conferences on topics like hybrid systems and hydrogen engines.

Personality Overview

Systematic

Price-Sensitive

Not Easily Convinced

They prefer to do thorough analysis of any situation.  They generally do not appreciate an overfriendly approach and prefer to stay to-the-point. It is quite likely of them to ask for pricing or other concessions.

Topics They Care About

Hydrogen Powertrains
He has presented multiple webinars and papers on hydrogen internal combustion engines as a key solution for decarbonizing commercial transport.
Hybrid Commercial Vehicles
Speaks publicly on hybrid architectures for heavy-duty trucks, focusing on overcoming infrastructure gaps, managing TCO, and achieving global scalability.
Sustainable Mobility
His work centers on creating sustainable solutions for heavy-duty mobility with a clear focus on customer value and real-world CO₂ reduction.

Media Appearances

Bernhard has no verified media appearances

Work History

9-2025
Global Director Product & Business Development Truck & Bus at AVL
5-2022 - 9-2025
Vice President / Business Field Leader Commercial Vehicles at AVL
1-2020 - 5-2022
Product Line Manager ICE Powertrain Truck & Bus at AVL
10-2018 - 1-2020
Product Manager Commercial Vehicles On-Road at AVL
3-2014 - 10-2018
Lead Engineer Exhaust Aftertreatment and OBD Commercial Vehicles at AVL

Education

2011 - 2013
Master's degree from FH Joanneum
2003 - 2007
diplom ingenieur (FH) from FH Joanneum

More Information

Social Presence :

Prographics :

Exp : 24 Location : Austria Job Level : Mid-senior Designation : Global Director Product & Business Development Truck & Bus at AVL
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Insights For Selling To Bernhard

During A Call Or A Meeting

DO's

  • Share as much information as possible regarding your product
  • If you have a lower priced product compared to the competition, call out the same
  • Emphasise more on facts and measurable benefits

DONT's

  • Avoid rushing them, be polite and patient
  • Don’t try to be too friendly or informal with them
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Bernhard is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Bernhard

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Bernhard move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Bernhard take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Bernhard

Personality Compatibility


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