General Motors has appointed Mahmoud Samara as President and Managing Director of GM Europe.
Samara, who currently serves as the Vice President of Cadillac North America Sales, Service and Marketing, will move into his new role on December 1st. Based out of Zurich, Switzerland, Samara will report to GM Senior Vice President and President GM International Steve Kiefer and will “lead the transformation,” of the automaker’s European operations.
“Mahmoud comes to this role with a really impressive track record in delivering a world-class customer experience, as well as growing sales in the North America Cadillac business,” Kiefer said in a statement. “His mission is to transform our current operations into a non-traditional mobility start-up in the region, identifying entrepreneurial opportunities to commercialize our global growth strategy investments in Europe. We will make very deliberate decisions about where and how we compete in Europe.”
GM describes its new strategy for Europe as a “non-traditional start-up.” The automaker sees Europe as a prime market for selling certain future electric and autonomous products and Samara will be tasked with helping GM gain more of a foothold in the region.
“Europe is the second largest and fastest growing electric vehicle market in the world, presenting a significant opportunity as GM is about to roll out its comprehensive and cutting-edge EV and AV portfolio along with new and innovative software, autonomous technology and freight and logistics services,” Samara said.
GM previously scaled back its European presence and as such, the Cadillac XT4 is the only vehicle the automaker sells there currently. Cadillac also had just 20 retail storefronts and 123 aftersales partners in Europe as of last November. With more EVs on the way, though, the automaker is once again looking to expand in Europe.
“Over the coming months, our team will develop our plans to bring our best products and services to customers in Europe and help build a cleaner and better future,” Samara added.