Even Paris Hilton Couldn’t Save BMW's Boss
Whoever replaces Harald Krueger at the helm of the German car giant will face the same intractable problems.
Beyond influence.
Photographer: David Livingston/Getty Images North AmericaIf BMW AG boss Harald Krueger has a flaw, it’s that he lacks confidence and isn’t much of a showman. Those are criticisms that nobody has ever leveled at the heiress Paris Hilton.
BMW invited Hilton and a host of other “influencers” to Munich last week to help promote the company’s future lineup of electric and autonomous models, an area where BMW is perceived to have become a laggard (somewhat unfairly in my view). If the aim of the visit was to show that the thoughtful, cautious Krueger is as aggressive and ambitious as Tesla Inc.’s Elon Musk, it appears to have failed. Krueger confirmed on Friday that he wouldn’t be seeking a second term of office when his contract expires next year.