SMU Community Chat with Brent Wilson of Bilstein Cold Rolled Steel

Bilstein Cold Rolled Steel makes cold-rolled steel strip for a range of applications – everything from automotive and construction products to tools. It’s a subsidiary of Hagen, Germany-based Bilstein Group, a family company established in 1911.

Bilstein Cold Rolled began production from a new plant Bowling Green, Ky., in 2017. Wilson joined the company in 2019 and advanced to COO before becoming CEO. Prior to joining Bilstein, he served as director of supply chain management at ThyssenKrupp (which later became Outokumpu Stainless USA).

Wilson has a different biography than most CEOs. He was born in Germany to American parents, grew up in downtown Cologne, and went on to play professional basketball in Germany. He is fluent in both English and German.

What we talked about

The tension between headquarters (HQ) and subsidiaries is more than a matter of geography. It’s a leadership challenge. We explored the complex dynamics of aligning leadership between HQ and international subsidiaries – where cultural expectations, strategic priorities, and operational realities often collide.

We also unpack real-world challenges such as misaligned KPIs, communication breakdowns, cultural blind spots, and power imbalances that undermine trust and execution. The conversation also offered practical insights on building mutual respect, creating shared leadership frameworks, and equipping leaders at both ends with the emotional intelligence and cross-cultural agility needed to thrive.

Finally, we talked about how these skills are more critical than ever now with trade tensions between Europe and the US mounting. How does a global company navigate an increasingly unpredictable trade and tariff landscape? We also talked about the latest market dynamics.