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This paper increases understanding of the concept of smart factories system and its implementation in the automotive industry in terms of addressing necessary changes in human aspect of system, namely, employees' competencies, as well as to new job profiles. A qualitative research approach was used by utilizing a case study of the automotive industry in Slovenia. For the purpose of data collection, we used a semistructured interview on a sample of experts from governmental, educational, and private automotive sectors. In order to analyse gathered data, we used the method of content analysis. Research results indicate that significant changes are essential in the transformation from traditional to a smart factory system, especially regarding organizational mindset, the architecture of system and its processes, and the inclusion of Industry 4.0 technologies at all levels. Also, results indicate changes are essential regarding future job profiles and competencies. Although there are different perceptions about future jobs and competencies needed for Industry 4.0‐induced changes, depending on the sector in which the expert is employed, there is an overall agreement that job profiles related to programming, mechatronics, robotics, data analysis, Internet of Things, design, and maintenance of smart systems, process analysis, and bionics are the new job profiles needed in smart factory systems. In addition to the high emphasis on technical skill and knowledge, soft competencies are considered important, as well as competencies of continues learning, flexibility, creativity, problem solving, critical, and analytical thinking. Our findings possess important implications for conceptualizing job profiles and competencies in smart factories systems and practical implications for managers concerned with human resource management activities. We provide an outlook to the future job profiles that are underresearched, especially in the field of smart manufacturing. As well, our paper provides insight into the importance of different competencies recognized as crucial for complete functioning and optimal performance of smart factories system. This study provides a starting point for further research regarding human resource management issues in smart factories in the automotive sector, especially related to future job profiles and employee competencies, and their role in system performance. [ABSTRACT FROM AUTHOR]