Aston Martin Lagonda names new product chief

Aston Martin Lagonda has appointed luxury automotive leader and high-performance product expert Andreas Bareis as regional president for Europe.

Bareis, who holds more than 18 years’ experience in the luxury and high-performance automotive sectors, begins his new role immediately, having recently worked as a consultant to the British ultra-luxury manufacturer, supporting a range of projects including its European market strategy.

He will now lead Aston Martin’s sales, marketing and customer experience operations across Europe, taking over the responsibilities of Patrick Marinoff.

Amedeo Felisa, chief executive officer of Aston Martin, said: “When I became CEO earlier this year, I outlined a need for the business to enter a new phase of growth with a new leadership team and structure in place to ensure we deliver on our ambitious goals.

“As we seek to expand our market share, product offering and customer experience across key European markets, I believe that Andreas is the right person to lead that challenge, with his international cross-functional business experience across the ultra-luxury and high-performance automotive sectors.

“I would also like to extend thanks to Patrick Marinoff for all he has achieved whilst leading our European operations and wish him the very best for the future.”

Bareis said: “I am delighted to be tasked with leading Aston Martin’s European operations at this transformational and incredibly exciting time for the brand. Over the last eight months, I have been impressed by the company’s vision for the future with an unrivalled product portfolio and unique brand positioning that I believe firmly resonates with luxury car buyers, especially in Europe.

“My strong focus will be growth in sales within the network, but equally importantly, driving further operational excellence through our aftersales and marketing interactions, to enhance our customer experience and satisfaction to match our brand ambitions.”