BMW is in deep trouble: 7,500 jobs are at risk, deep changes will cost them a billion euros

The Rijeka Port terminals have recently become an unexpected stage for a high-profile automotive advertisement campaign. The port, which has long been a hub for maritime trade and vehicle transportation, was chosen as the backdrop for a promotional video highlighting the new BMW M2xDrive, one of the most powerful models in the Bavarian automaker's lineup. This decision underscores the growing importance of strategic locations in modern advertising, where natural landscapes and urban environments can serve as compelling visual elements to enhance brand messaging.

The video was filmed over two days, specifically on March 7th and 8th of this year, according to Marinko Jusup, who leads the development and asset management sector at Rijeka Port. He confirmed that preparations for the shoot began three days prior, ensuring all necessary areas within the port were accessible and ready for use. The filming took place along Orlandov Street, near warehouse number 9, known as FrigoRi, located on the Budimpesta shore, close to grain silos and the container depot at Škrljevo Terminal. These locations were selected due to their unique architectural features and open spaces, which provided ideal conditions for showcasing the car’s performance capabilities.

According to Jusup, the production team started shooting early in the morning when lighting conditions were optimal. The choice of these specific locations was also influenced by the need to capture the car's dynamics effectively, emphasizing its power and maneuverability under various weather conditions. The production company responsible for the video was 2.0 Film d.o.o., based in Ljubljana. One of the crew members, who wished to remain anonymous, expressed satisfaction with the overall experience in Rijeka, noting that both the location and the support from local authorities contributed positively to the project.

Marko Mišković, a member of the Rijeka Port management team, highlighted the significance of having such a prominent brand choose the port as the setting for its advertisement. He stated that the collaboration with the automotive industry had already begun with the transportation of vehicles but now extends into promoting a product directly associated with the region. This dual role of the port—both as a logistics center and a media platform—has brought additional visibility to Rijeka and its infrastructure.

In contrast to the positive publicity surrounding the BMW advertisement, the broader landscape for the automotive giant is fraught with challenges. According to recent reports, BMW is facing significant difficulties, particularly on the Chinese market, where sales have plummeted dramatically. As a result, the company has issued warnings about reduced earnings and is planning substantial restructuring efforts aimed at improving efficiency and reducing costs. These measures are expected to involve a significant financial investment, potentially reaching around one billion euros in the second half of 2026.

The restructuring plans include workforce reductions, although the company avoids using the term "layoffs" in official statements. Instead, they emphasize initiatives such as partial pensions for older employees, early retirement options, and natural attrition through contract expirations. In Germany, workers benefit from legal protections under permanent collective agreements that prevent sudden mass layoffs. However, the trend of decreasing workforce numbers has already begun, with a drop of approximately 3,000 employees last year, primarily affecting plants in Germany and China.

These developments come at a time when the global automotive industry is undergoing rapid transformation, driven by shifts in consumer preferences and technological advancements. While BMW aims to stabilize its operations in China and the United States, the success of these strategies will determine whether the company can maintain its position as one of the leading producers of luxury vehicles worldwide. The situation highlights the complex interplay between corporate strategy, labor relations, and market dynamics in the contemporary automotive sector.

As the company navigates these challenges, the spotlight remains on how it balances innovation with operational sustainability. The recent advertisement campaign in Rijeca serves as a reminder of the brand's ability to leverage iconic locations to reinforce its image, even amidst internal transformations and external pressures. What lies ahead for BMW—and indeed for the entire automotive industry—will depend heavily on how effectively these multifaceted issues are addressed.