- Jarno Middelbosch becomes Senior Director of Global Marketing at Zero Motorcycles
- Previous stations include Ducati, Harley-Davidson, Red Bull, Lucid Motors and Valvoline
- Appointment coincides with Zero’s 20th company anniversary in 2026
Dutch electric motorcycle pioneer Zero Motorcycles has announced the new appointment to a key leadership role, effective April 13, 2026. Jarno Middelbosch takes on the position of Senior Director of Global Marketing and will be responsible for the manufacturer’s worldwide marketing strategy. The personnel decision is part of the growth plans of the company, which has its European headquarters in Noord-Scharwoude in the Netherlands and looks back on two decades of company history in 2026.
Long career in the motorcycle and vehicle industry
Middelbosch holds a degree in business administration and brings a career path that has led him through several industries. He started his working life in the motorcycle industry, where he led marketing for Northern Europe at Ducati. This was followed by a more than seven-year stint at Harley-Davidson, during which he held various marketing and management positions across the EMEA, Americas and APAC regions. This gave him international experience on three continents and in different cultural markets.
After his time at the two classic motorcycle manufacturers, he moved into the consumer goods and premium brands sector. He worked as Head of Brand for Red Bull before entering the electric vehicle sector. At Lucid Motors, he was responsible for communications in Europe as Director of Marketing & Communications and was involved in the brand’s market entry in the region. His last position before joining Zero Motorcycles was at Valvoline, where he worked as Director of Marketing Europe for the lubricant brand.
Role at Zero Motorcycles
In his new function, Middelbosch will be responsible for Zero’s global marketing strategy. The focus lies on three goals: strengthening the brand’s presence, supporting commercial growth and accelerating demand in the world’s most important markets. The manufacturer is evidently aiming to further expand its position in the still young segment of electric two-wheelers and to increase brand awareness beyond the core markets.
Middelbosch himself commented on his move with the words: “I am very excited to join Zero Motorcycles at such an exciting time for the brand, which celebrates its 20th anniversary in 2026. Zero is a true pioneer in electric two-wheel mobility with a very comprehensive model range and a well-established distribution network. I look forward to working with the team to firmly place the Zero brand on the map and to drive global demand for its products.” In doing so, he refers both to the broad model range and to the existing dealer network that Zero has built up in recent years.
Management perspective
Pierre-Martin Bos, CEO of Zero Motorcycles, also commented on the appointment. He emphasised in particular the combination of personal motorcycle passion and professional qualification that Middelbosch brings. His experience as a motorcycle rider and his background in brand management and marketing strategy are expected to help raise Zero’s profile to a higher level of recognition after two decades on the market. Bos said the brand deserves the recognition that, from the company’s point of view, it has earned.
Background on Zero Motorcycles
Zero Motorcycles was founded in 2006 and sees itself as the world’s leading provider of electric two-wheelers and electric powertrains. According to the company, it combines the technological orientation of Silicon Valley with classic motorcycle DNA and has since built a broad model range covering different vehicle classes. This includes a global dealer network that the manufacturer has continuously expanded in recent years.
For customers in Europe, Zero offers a tiered manufacturer warranty on models purchased from authorised dealers. The warranty period is five years for the S, DS, SR/F and DSR/X models, while the smaller XB, XE and LS1 models are covered for two years. This differentiation shows that Zero now covers its product range from the entry-level segment to more powerful touring motorcycles. With the 20th company anniversary this year and the new appointment in the marketing department, the manufacturer is positioning itself for the next growth phase in the electric motorcycle segment.
