Shocking news from Zero Motorcycles: As the company celebrates its 20th anniversary, the European-based team welcomes Jarno Middelbosch as the new Senior Director of Global Marketing. “His passion and extensive experience as a rider, combined with his strong background in brand management and marketing strategy, will help elevate our brand to the level of awareness and recognition it deserves after 20 years in business,” claims CEO Pierre-Martin Bos.
Middelbosch brings over two decades of global experience across motorcycles, EVs and premium brands, from Ducati and Harley-Davidson. After 7 years with The Motor Company, he served as Head of Brand at Red Bull, before moving into the electric vehicle sector as Director of Marketing & Communications for Lucid Motors in Europe, where he helped launch the brand in the region. Most recently, Middelbosch was Director of Marketing Europe for Valvoline.
“I am thrilled to be joining Zero Motorcycles at this exciting time for the brand, celebrating its 20th anniversary in 2026,” adds Middelbosch. “Zero is a true pioneer in electric, two-wheel mobility with a very complete model line-up and a well-established distribution network. I look forward to working with the team to put the Zero brand firmly on the map and driving global demand for its products.”
With a strong foundation built over 20 years, from cutting-edge powertrains to a growing global network, we’re ready to scale the impact of electric mobility worldwide,” concludes Bos.
