Zero Motorcycles appoints former Harley-Davidson employee as new Senior Director

Zero Motorcycles’ global marketing strategy has a new face leading its operations, after the company confirmed the appointment of Jarno Middelbosch as its new Senior Director of Global Marketing.

Middlebosch might not be a household name to many of you, but his appointment is worth explaining in more detail, as he was formerly in charge of managing marketing for North Europe at Ducati.

After that Middelbosch spent more than seven years at Harley-Davidson in a range of marketing and leadership roles across the EMEA (Europe, the Middle East, and Africa), the Americas and APAC (Asia-Pacific) markets.

He later served as Head of Brand at Red Bull, before switching to the electric vehicle sector as Director of Marketing & Communications for Lucid Motors in Europe.

Speaking about his new position with Zero Motorcycles, Middelbosch said: 

“I am thrilled to be joining Zero Motorcycles at this exciting time for the brand, celebrating its 20th anniversary in 2026. 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.”

Middelbosch's new role will see him focus on strengthening brand visibility, supporting commercial growth and accelerating demand across key markets worldwide, according to Zero.

Pierre-Martin Bos, CEO at Zero Motorcycles, added: 

“We are thrilled to welcome Jarno to Zero Motorcycles in this new role, where 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.”

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