(SINGAPORE) In a move unprecedented in BMW's history, the German automaker has appointed a woman to head its Asian head office here. Birgit Maier, 42, is expected to assume the post of managing director of BMW Asia in April.
Ms Maier takes over from Felix Herrnberger, 53, who has been regional chief since January 1999. Mr Herrnberger - a 30-year BMW veteran - returns to Germany to head the company's motorcycle centre in Munich.
Ms Maier is the first woman to lead a BMW subsidiary, and one of its youngest managing directors in the group. She would also be one of the very few women to command such a high post in the male-dominated car industry. In Singapore, she will join the small but growing ranks of women chief executives. 'I'm very proud of her,' BMW senior vice-president Luder Paysen told BT. 'I picked her, and I trained her. She's very capable.'
Ms Maier started her career in the car industry as a Mercedes-Benz saleswoman in 1983. In 1986, she crossed over to BMW to become a sales trainer, rising to the position of sales training manager in 1991.
Three years later, she began training BMW dealers, until she was posted to be area manager of the African-Caribbean markets in 1997. And since June 1999, she has been sales and marketing director of BMW Thailand - a No 2 position in one of the group's newest units. 'The position is a frontline one,' said a BMW spokesman. 'BMW Asia is a sales subsidiary. It's a profit centre.'
Ms Maier's appointment comes on the eve of BMW's most crucial foray in Asia: a manufacturing venture in China with Brilliance Shenyang.