Electric bike maker Zero welcomes new CEO
Zero Motorcycles has appointed automotive industry veteran Pierre-Martin Bos as its new CEO, marking the start of a new chapter in the company’s global electric growth.
Zero Motorcycles has announced a major leadership change as the electric bike manufacturer looks toward its next phase of global growth and innovation.
Pierre-Martin Bos will take over as CEO, succeeding Sam Paschel, who steps down after eight years steering the Californian brand through a period of rapid transformation. Paschel isn’t leaving entirely, though, as he’ll remain involved as a Senior Board Advisor.
During Paschel’s tenure, Zero went from niche curiosity to a serious contender in the global motorcycle industry. While many bikers will scoff at any electric bike brand, of the ones we have seen in the last decade, Zero has been the most stable and consistent.
Under his watch, the brand launched the DSR/X adventure bike, expanded its lightweight X-Line range (seen below), and cemented a dealer and customer footprint spanning more than 30 countries. He also helped secure major investments and partnerships while shaping the culture of the company.
You may also like to read our Zero DSR/X review
Bos joins Zero at a time when electric motorcycles are starting to move from the fringes of the market to the mainstream. The new boss brings more than 20 years of experience in the automotive industry, including leadership roles at Kia, Stellantis, and Fiat Chrysler Automobiles. Most recently, he was Kia Europe’s Director of Purpose-Built Vehicles, where he oversaw strategic growth across Europe, Africa, and Asia.
Speaking on his appointment, Bos said: “Sam’s vision and passion have transformed Zero into a global leader in electric mobility. I’m honoured to build on that foundation and lead the company into its next era of innovation and growth.”
Paschel, meanwhile, leaves behind a brand that’s arguably better placed than ever to compete with both traditional and emerging electric manufacturers. Zero’s blend of real-world performance, adventure-ready models, and its growing charging network has helped it carve out a clear identity in the e-mobility landscape.
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Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
