New boss for MINI as Stefanie Wurst steps down

“From 1 August 2024, Stefan Richmann will take over MINI’s management from Stefanie Wurst, who has held this position since 1 February 2022,” BMW Group announced Monday. Why Stefanie Wurst is stepping down after only two years at the helm is not clear. As it is understood, she will get a new role within the BMW Group, which will be announced later.

“It’s with a bittersweet heart that I announce my transition from my role as Head of MINI. As of August 1st, I’ll be passing the torch to Stefan Richmann, who will steer MINI toward new heights. For the next 80 days, we will maintain our focus and stay at full throttle to make the New MINI Family a resounding success.” Wurst writes on her LinkedIn page.

“The past two years at MINI have been nothing short of extraordinary. From the exhilarating launch of the New MINI Family to the countless unforgettable moments with our incredible team around the world, it’s been a privilege to lead such a special brand and such a passionate organization.”

CEO of BMW Netherlands

Stefanie Wurst, who was CEO of BMW Group Netherlands from 2018 to 2021, took the role of Senior Vice President MINI in October 2022 after a short period as a Project Lead of Customer Brand and Sales, back at BMW’s Munich headquarters. In 2014, she joined BMW in Munich as Head of Marketing.

Stefanie’s departure comes just two weeks after she revealed the new Mini Aceman in Beijing, the third model to be renewed under her leadership. Earlier, Cooper and Countryman had undergone a complete overhaul. A new five-door hatchback is next to come.

Wurst will be replaced by Stefan Richmann, who currently heads BMW’s Corporate Strategy Division, from August 1st. Richmann’s palmares are rather difficult to trace on the internet. According to BMW’s press release, he served five years as CFO for BMW in America.

Stefan Richmann /BMW Group

“He began his career at the BMW Group in 1997. Since then, he has held numerous managerial positions within the company. In 2000, he moved to Corporate Strategic Planning and, in 2004, was appointed head of Sales Controlling. From 2008, Richmann was responsible for the finances of BMW Spain as CFO.”

“He returned to Munich at the end of 2010, where he fulfilled several further management roles in the Finance and Controlling division and Product Management at BMW Group headquarters.” Is it a meaningful sign that a finance guy takes the helm when Mini is undergoing one of its most important model strategy changes in its history? The future will tell. Apparently, the BMW board didn’t see Stefanie Wurst fit anymore as the right person to handle this.

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