A Conversation with Daniela on Responsibility, Equal Opportunities, and Her Personal Journey at BMW.
Daniela has been part of the BMW Group for many years, actively shaping the company culture through her mindset and creative drive. As a passionate designer specialising in sustainability within product development, her focus lies not only on the product itself, but also on the people who make it possible. In this conversation, she shares personal insights into her career journey, values, and the experiences she’s gained at BMW – highlighting the importance of openness, responsibility, and looking beyond one’s own perspective.
WHAT DO YOU LOVE ABOUT YOUR JOB?
"What I love about working at BMW is the opportunity to grow alongside the company – even if that might sound a bit sentimental. What I particularly value is that every opinion truly matters and is heard. When you actively contribute with your ideas, you not only have the chance to develop personally, but also to help shape and drive BMW forward. That feeling of being a ‘small part’ of a huge organisation while still making a dynamic impact is incredibly motivating."
DESCRIBE YOUR TEAM IN A FEW WORDS.
"My team is full of highly motivated, professional individuals who dive deep into their areas of expertise, yet constantly broaden their horizons and connect with one another. Each person brings an incredible passion to their work – and it’s truly infectious."
IS THERE A COLLEAGUE WHOSE JOB YOU WOULD LOVE TO SWAP WITH FOR A DAY?
"If I had the chance to explore a completely different area for a day, I’d love to spend it in the canteen, working alongside the chef of 'NAHtürlich' and observing the team in action. I’m genuinely impressed by how the 'NAHtürlich' kitchen in our company canteen uses fresh, regional ingredients while also focusing on sustainability and mindful enjoyment. The idea of contributing to responsible resource use through good food – even in catering – really resonates with me and shows how we approach the topic of responsibility in a truly circular way."
LOOKING BACK A FEW YEARS, WHAT ADVICE WOULD YOU GIVE YOUR YOUNGER SELF?
"Today, I’d probably switch departments even earlier, as I tended to stay in one area for quite a long time. But BMW offers the chance to discover a completely new world within the company, and I believe it’s only then that you truly begin to understand how the organisation works."
WHAT'S BEEN YOUR BIGGEST LEARNING HERE AT BMW?
"I find the topic of women in technical roles both fascinating and important. Equal opportunities have always been close to my heart. What I’ve learned, however, isn’t that women at BMW have been disadvantaged – but rather that we, too, need to evolve our mindset and how we present ourselves. As long as we squeeze into a ‘traditional’ role model, others won’t truly see what we’re capable of or who we are. It’s not about copying men, but about forging our own path – and the BMW Group has always encouraged me in that. I used to be the only woman in meetings. Thankfully, that’s changed a lot! This growing awareness and positive development are a real source of motivation and strength for me."
WHICH VALUES ARE PERSONALLY IMPORTANT TO YOU, AND HOW DO THEY SHOW UP IN YOUR DAY-TO-DAY WORK?
"My most important personal values are absolute honesty, taking responsibility for oneself – which also means taking responsibility for the company – and having a clear stance. It’s about moving the BMW Group forward together and recognising that it’s not always just about me as an individual, but about the bigger picture."
HOW HAVE YOU DEVELOPED BOTH PERSONALLY AND PROFESSIONAL DURING YOUR TIME AT BMW?
"My personal development at BMW over the years has been profound. I started here nearly 25 years ago as a young woman, and the company has shaped many phases of my life along the way. From getting married, facing health challenges, to forming genuine friendships – BMW has always been more than just a part of my professional life. On a professional level, I’ve continuously grown, taken on new areas of responsibility, expanded my knowledge, and even managed to balance my professorship, which I’ve held for five years, alongside my role here. BMW has always given me the space and the right impulses to make that possible."
IS THERE A COMMON STEREOTYPE ABOUT BMW THAT YOU THINK DOESN'T REFLECT REALITY?
"I’ve heard the cliché that BMW employees, after a certain number of years, just go through the motions and clock in their hours. I can’t confirm that at all! Quite the opposite – I know so many colleagues who’ve been with BMW for a long time and have no intention of leaving, simply because they’re so passionate about their work."
AT WHAT MOMENT DID YOU FEEL YOU WERE EXACTLY IN THE RIGHT PLACE AT BMW?
"Exactly in moments like this! Because right now, I’ve been asked to speak on behalf of BMW. It shows me that my work is recognised and appreciated – and that I can make a difference through my passion. Moments like these confirm that I don’t just have a job here, but a place where I can grow, thrive, and truly make an impact."
