The executive, who was already the company’s Marketing Director, will also assume the role of Sales Director of BDR Thermea Iberia (BAXI and De Dietrich), a position previously held by Xavier Andreu, who has decided to pursue a new career path.
Madrid, November 21, 2025 –
Starting January 1, 2026, Jaume Alcover will be the new Sales and Marketing Director of BDR Thermea Iberia, BAXI’s parent company. Alcover, who was already the company’s Marketing Director, will also assume the role of Sales Director of BDR Thermea Iberia, a position previously held by Xavier Andreu, who has decided to pursue a new career path. Andreu joined the BDR Thermea Group in May 2023 with the primary objective of coordinating the commercial strategies of BAXI, De Dietrich, and Hitecsa in both the Spanish and Portuguese markets.
With this restructuring, the company, led by Joan Blanch, is entering a period of growth thanks to the capabilities now possessed by BAXI, which acquired Hitecsa in 2021 to become what it is today: a powerful global provider of climate control solutions for all types of commercial and industrial buildings, such as airports, hospitals, hotels, supermarkets, and shops. Starting January 1st, all the solutions previously offered by Hitecsa will be marketed under the BAXI brand.
“We are facing the need to decarbonize the current building stock, not only from a sustainability perspective but also due to the urgent need to reduce the cost of heating and cooling buildings. Having a large team of professionals and the full range of necessary products allows us to offer the complete array of resources and technologies that can help society meet this major challenge,” says Joan Blanch, General Manager of BDR Thermea Iberia.
