Zero Motorcycles Appoints New Global Marketing Head

Zero Motorcycles names Jarno Middelbosch as senior director of global marketing to strengthen brand visibility and drive international growth.

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Zero Motorcycles has appointed Jarno Middelbosch as senior director of global marketing, reinforcing its leadership team as the company prepares for its next phase of growth in the electric mobility sector.

Middelbosch brings more than 20 years of international marketing and leadership experience across the motorcycle, electric vehicle, FMCG and premium automotive industries. He began his career in the motorcycle sector with Ducati, where he led marketing efforts for Northern Europe, before joining Harley-Davidson. During his tenure there, he held a range of marketing and leadership roles across EMEA, the Americas and the Asia-Pacific region.

He later transitioned to Red Bull as head of brand, further strengthening his expertise in global brand building. Middelbosch subsequently moved into the electric vehicle segment as director of marketing and communications for Lucid Motors in Europe, where he played a key role in launching the brand in the region. Most recently, he served as director of marketing for Europe at Valvoline.

In his new role at Zero Motorcycles, Middelbosch will oversee the company’s global marketing strategy. His responsibilities will include enhancing brand visibility, supporting commercial expansion and driving demand across key international markets.

Middelbosch said he is joining the company at a pivotal time, as Zero Motorcycles approaches its 20th anniversary in 2026. He highlighted the brand’s position as a pioneer in electric two-wheel mobility, noting its comprehensive product lineup and established distribution network. He also expressed his intention to work closely with the team to strengthen global brand recognition and accelerate growth.

Chief executive officer Pierre-Martin Bos welcomed the appointment, stating that Middelbosch’s combination of industry experience, marketing expertise and passion for motorcycling would contribute to elevating the brand’s market presence. He added that the company aims to build greater awareness and recognition as it marks two decades in operation.

The appointment reflects Zero Motorcycles’ continued focus on strengthening its global positioning and expanding demand as competition intensifies in the electric motorcycle market.