BMW Appoints Brussels Airlines CEO Dorothea von Boxberg as New HR Chief

BMW has appointed Dorothea von Boxberg, the current CEO of Brussels Airlines, as its new Board Member for Human Resources, effective September 1, 2026.

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The appointment comes as the German luxury carmaker continues its transformation efforts amid industry-wide challenges, including the shift to electric vehicles, global competition, and cost pressures.

Von Boxberg will succeed Ilka Horstmeier, who has served as BMW’s HR Board Member. The company’s Supervisory Board approved the appointment.

Brings Transformation Experience

Currently leading Brussels Airlines, von Boxberg has previously held several senior leadership positions within the Lufthansa Group. BMW said her experience in leading transformation initiatives and managing organisational change made her a strong choice for the role.

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Commenting on the appointment, Nicolas Peter, Chairman of BMW’s Supervisory Board, said she brings not only extensive transformation experience but also an “outside-in perspective” that will benefit the company as it adapts to changing market conditions.

BMW CEO Milan Nedeljkovic said the company faces new challenges that require continuous adjustments to its organisational structures and ways of working.

He expressed confidence that von Boxberg would strengthen the leadership team and support BMW’s ongoing transformation.

Appointment Comes Amid Industry Challenges

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The leadership change follows BMW’s recent profit warning and plans to improve operational efficiency further.

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The European automotive industry continues to face significant pressure from the transition to electric vehicles, rising competition from Chinese automakers, U.S. tariffs, and broader geopolitical uncertainty.

Despite these challenges, BMW has so far avoided the large-scale workforce reductions announced by some of its German competitors, including Volkswagen and Mercedes-Benz.

Following its revised financial outlook, BMW has also begun discussions with employee representatives on measures to improve efficiency while preparing the company for long-term growth.

Key Takeaway for HR Leaders

BMW’s decision to appoint a leader with proven transformation experience reflects the evolving role of HR in business strategy.

As the company adapts to industry disruption and changing workforce needs, the appointment shows the growing importance of HR leadership in driving organisational change, strengthening workforce capabilities, and supporting long-term business transformation.

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