BERLIN — German automaker BMW announced Thursday that it has selected Dorothea von Boxberg to join its executive board as the new head of human resources, highlighting her background in guiding companies through major organizational changes.
The appointment, which received approval from BMW’s supervisory board, follows a surprising profit warning issued last month under the company’s new chief executive, Milan Nedeljkovic, along with commitments to pursue additional cost savings.
Europe’s automotive sector — and German manufacturers in particular — have faced significant headwinds as the industry works to transition toward electric vehicles while contending with intensifying competition from Chinese automakers. Those challenges have been compounded more recently by costs tied to U.S. tariffs and uncertainty surrounding the conflict involving Iran.
Despite the turbulent environment, BMW has so far managed to steer clear of the large-scale layoffs that have hit rivals Volkswagen and Mercedes-Benz.
Von Boxberg currently serves as CEO of Brussels Airlines and previously held leadership positions at Lufthansa. She will step into the role on September 1, taking over from departing HR chief Ilka Horstmeier.
Supervisory board chair Nicolas Peter praised the selection, saying, “Dorothea von Boxberg not only brings extensive experience in implementing transformation processes, but also an outside-in perspective on our industry.”
CEO Nedeljkovic also weighed in, stating that “the BMW Group faces new challenges that require consistent adjustment of our structures and ways of working,” and expressing confidence that von Boxberg would be an “excellent addition” to help tackle those demands.
Following the dramatic reduction in its profit forecast — with profit margins potentially falling as low as 1% this year — BMW and employee representatives have been preparing to begin discussions aimed at speeding up efforts to improve operational efficiency.
