Pierre-Martin Bos takes the helm at Zero Motorcycles

B2B News – Zero Motorcycles has announced a major leadership transition. Industry veteran Pierre-Martin Bos has been appointed as the company’s new Chief Executive Officer, succeeding Sam Paschel, who steps into a senior advisory role on Zero’s board after eight transformative years at the helm.

The change comes at a defining moment for Zero, as the company accelerates global expansion and doubles down on innovation across its lineup.

A legacy of transformation

Under Paschel’s leadership, Zero evolved from a niche startup into a global leader in electric powersports. He guided the company through an era of rapid growth, technological breakthroughs, and expanding brand reach.

From the award-winning DSR/X adventure motorcycle, which brought long-range electric touring to the mainstream, to the X-Line of off-road machines designed to make electric riding more accessible, Paschel’s tenure has been marked by bold product moves and a clear vision for the future of mobility.

Beyond bikes, he was instrumental in securing key strategic partnerships, funding rounds, and an expanded dealer network that now spans over 30 countries. His focus on quality, rider experience, and company culture helped establish Zero as a benchmark for integrity and innovation in the electric motorcycle sector.

“Sam’s vision, passion, and relentless drive transformed Zero into a world leader in electric mobility,” said Pierre-Martin Bos. “I’m honored to build upon the strong foundation he created and lead Zero into its next era of innovation and growth.”

A global mind for a global brand

Bos joins Zero with over two decades of international experience in the automotive industry. Before his appointment, he served as Director of Purpose Built Vehicles at Kia Europe, and previously held senior roles at Stellantis, Fiat Chrysler Automobiles, and Kia, overseeing strategic growth and operational excellence across Europe, Africa, and Asia.

Fluent in three languages and recognized for his cross-cultural leadership, Bos brings a unique global perspective to Zero’s mission. His background in innovation strategy, brand expansion, and customer experience aligns closely with the company’s ambitions to extend its reach beyond North America and solidify its place in the rapidly electrifying mobility landscape.

“Joining Zero Motorcycles is a privilege,” Bos said. “This team has set the standard for electric performance and riding experience. I’ve dedicated my career to bridging cultures, markets, and technologies, and I look forward to helping Zero amplify its global impact.”

The road ahead

As Zero enters its next chapter, Bos inherits a brand that sits at the intersection of performance, sustainability, and design. With new models on the horizon and growing international demand, his task will be to guide Zero through the next phase of its evolution, from electric trailblazer to mainstream powerhouse.