B2B News | Zero Motorcycles has appointed Jarno Middelbosch as Senior Director of Global Marketing, a strategic hire that signals the electric motorcycle pioneer’s ambitions as it marks its 20th anniversary in 2026.
Image: © Zero Motorcycles
Middelbosch arrives with an unusually well-rounded résumé for the role. He launched his career in the motorcycle sector, leading marketing for North Europe at Ducati, before spending over seven years at Harley-Davidson across marketing and leadership positions in EMEA, the Americas and APAC. He later moved into brand strategy as Head of Brand at Red Bull, then pivoted to the EV space as Director of Marketing & Communications for Lucid Motors in Europe, where he helped introduce the premium electric car brand to the region. Most recently, he served as Director of Marketing Europe at Valvoline.
“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.”
— Jarno Middelbosch, Senior Director of Global Marketing, Zero Motorcycles
In his new position, Middelbosch will oversee Zero’s global marketing strategy with a mandate focused on brand visibility, commercial growth and demand generation across key markets worldwide, areas that will be critical as competition in the electric two-wheeler segment continues to intensify.
CEO Pierre-Martin Bos welcomed the appointment, pointing to Middelbosch’s dual profile as both a rider and a seasoned brand strategist as a key differentiator: “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 twenty years in business.”
