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BMW Names Airline Executive Dorothea von Boxberg as New HR Chief Amid Restructuring
BMW announced on Thursday it has appointed Dorothea von Boxberg as its new board member for human resources, effective September 1. The move comes as the German luxury carmaker navigates a challenging period of restructuring and seeks to accelerate efficiency measures following a recent profit warning.
A Focus on Transformation
Von Boxberg, currently the CEO of Brussels Airlines, will replace the outgoing HR chief Ilka Horstmeier. In a company statement, Supervisory Board Chair Nicolas Peter highlighted her background, stating, "Dorothea von Boxberg not only brings extensive experience in implementing transformation processes, but also an outside-in perspective on our industry."
BMW CEO Milan Nedeljkovic added that the company faces "new challenges that require consistent adjustment of our structures and ways of working." He expressed confidence that von Boxberg's appointment would help address these tasks.
AdStrategic Context and Cost Pressures
The executive change follows a profit warning issued by BMW last month under its new CEO. The company is now preparing for talks with staff representatives to intensify its efficiency drive, with profit margins for the year projected to be as low as 1%.
Like its German peers, BMW is contending with multiple headwinds, including the costly transition to electric vehicles, intensifying competition from Chinese automakers, and uncertainty from U.S. tariffs. However, the source noted that BMW has so far managed to avoid the large-scale job cuts implemented by rivals such as Volkswagen and Mercedes-Benz.
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