Daimler AG has named Wolfgang Bernhard a full member of the board of directors. He will be in charge of manufacturing and purchasing at the company’s Mercedes-Benz car operations in addition to his current responsibilities of heading the unit’s van business.
The appointment puts Bernhard in charge of production and procurement at Mercedes, functions that previously were the responsibility of COO Rainer Schmueckle. Daimler says it is in “discussions” with Schmueckle, and media reports say he will leave the company after taking a hard-line approach to cost-cutting efforts that has irked the company’s unions.
Bernhard, 49, rejoined Daimler a year ago after being ousted in 2004. He had been COO of Chrysler when it was owned by the German automaker and was on the verge of taking over the reins at Mercedes before his departure. But Bernhard also ran afoul of union officials and butted heads with then-Daimler CEO Juergen Schrempp. During his time away, Bernhard headed Volkswagen AG’s namesake brand and helped Cerberus Capital Management acquire a controlling stake in Chrysler in 2007. He also served as an adviser to help Canada’s Magna International Inc. ramp up its operations in Russia.
Analysts are encouraged by Bernhard’s return to Mercedes car operations, noting the unit still needs to greatly improve its manufacturing productivity. Bernhard is credited with making similar advances at VW.