BMW hires Brussels Airlines CEO Dorothea von Boxberg to lead HR from September 1

BMW has appointed Dorothea von Boxberg, the current Chief Executive Officer of Brussels Airlines, as its new Board Member for Human Resources, effective September 1, as the German luxury carmaker reshapes its leadership team during a period of mounting industry challenges.

According to Reuters, the appointment was approved by BMW's supervisory board and comes weeks after the company lowered its profit outlook under new Chief Executive Officer Milan Nedeljkovic while committing to further cost-cutting and efficiency initiatives.

Leadership change comes during industry transformation

Von Boxberg will succeed Ilka Horstmeier, who currently oversees BMW's human resources function.

BMW said the incoming HR chief brings extensive experience in managing organisational transformation. She is currently leading Brussels Airlines and has previously held senior leadership positions at Lufthansa.

Commenting on the appointment, Nicolas Peter, Chairman of BMW's Supervisory Board, said von Boxberg offers both significant experience in transformation processes and an external perspective on the automotive industry.

Nedeljkovic added that BMW is facing new challenges requiring continued adjustments to its organisational structures and ways of working, expressing confidence in von Boxberg's ability to support those efforts.

Appointment comes as BMW tightens operations

The leadership transition takes place as BMW responds to growing pressures across the global automotive sector.

According to Reuters, the company recently issued a profit warning and has begun discussions with employee representatives on accelerating efficiency measures after forecasting operating margins could fall to as low as 1% this year.

Key developments include:

• Dorothea von Boxberg will join BMW's Board of Management as Board Member for Human Resources from September 1.
• She currently serves as CEO of Brussels Airlines.
• She previously held leadership roles within Lufthansa.
• She replaces Ilka Horstmeier, the outgoing HR board member.
• The appointment received approval from BMW's supervisory board.

Auto industry faces mounting pressures

European carmakers continue to navigate one of the industry's biggest structural shifts in decades.

Manufacturers are balancing the transition towards electric vehicles while responding to intensifying competition from Chinese automakers. The sector is also dealing with higher costs linked to US tariffs and continued geopolitical uncertainty following tensions involving Iran, Reuters reported.

Several major European manufacturers, including Volkswagen and Mercedes-Benz, have announced significant workforce reductions as part of restructuring efforts. BMW has so far avoided similar large-scale job cuts, although it has pledged tighter cost controls.

Against this backdrop, appointing a senior executive with experience leading organisational change signals BMW's focus on strengthening its people strategy alongside broader business transformation.

HR takes centre stage in business transformation

The appointment highlights the increasingly strategic role of human resources as manufacturers redesign operating models to adapt to changing market conditions. Beyond talent management, HR leaders are playing a larger role in organisational restructuring, workforce planning and supporting business transformation programmes.

With von Boxberg joining the executive board in September, attention will turn to how BMW aligns its workforce strategy with its broader efficiency agenda while navigating continued disruption across the global automotive industry.