THE boss of Alpine (before he left to join Jaguar Land Rover’s Special Vehicle Operations) is a Dutchman who has seen, and done, a lot in the world of cars.
Born in the Netherlands in 1965 and equipped with an MBA from Nyenrode Business University, Michael has been with many brands since he first stepped foot in the automotive industry.
From 1991 till September 2013, he has worked for Nissan Europe, Rolls-Royce, Bentley, Tesla Motors, and Aston Martin. In between his tenures with Nissan and Rolls-Royce/Bentley, he was at Harley-Davidson, the only non-car brand on his resume.
He joined the Renault Group in 2013 as Senior Vice President, Marketing. Interestingly, in all his previous companies, marketing was always part of his portfolio, if not his only responsibility.
Since March 2016, he has been Managing Director of Alpine, a role which he clearly relishes as he can leverage his years of marketing experience to continue with the revival of a boutique car brand which had been dormant since 1995.
What went through your mind when you were asked by Renault to be the head of Alpine?
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