Bentley Motors has announced the appointment of Amel Boubaaya as Head of Marketing and Communications for Europe, starting today. Amel replaces Caren Jochner who in April became Bentley’s Head of Global Brand Experience.
“I am delighted to welcome Amel to Bentley and to be working together so closely once again. Amel brings a deep-rooted understanding of communications and customers in the luxury sector and a true passion for automotive, honed over many years of experience working in various markets around the world. I look forward to working together to develop and deliver our activities throughout the key European region as we look to transform our global business to become the leader in sustainable luxury mobility,” said Wayne Bruce, Director of Communications.
Amel joins Bentley having spent 15 years in automotive communications, most recently as Head of PR for Europe, Middle East and Africa for McLaren Automotive. Amel’s 10 year spell at McLaren included roles as Head of Lifestyle and European Communications and her starting position, European Communications and PR Manager.
“I am excited to be joining the journey that Bentley has just embarked upon with the well-defined Beyond100 strategy, in the most complex and demanding region in the world. I am looking forward to taking up this challenge and feel inspired by the way Bentley considers and treats the sustainability theme in every respect, a topic dear to my heart since its early stages decades ago now,” said Amel on her appointment.
Prior to Amel’s time with the performance marque, she worked in the communications department for both Infiniti Europe and Renault Sport Technologies. In her new role, Amel will be responsible for all marketing and communications activities for Bentley in Europe. Headquartered in Munich, the region covers 35 countries with 70 retailers and accounts for approximately 20 per cent of total global sales, Bentley’s third highest sales region.
Bentley’s ground-breaking Beyond100 strategy will see Crewe factory operations (already carbon neutral) becoming carbon positive by 2030. It was the first UK automotive plant to achieve both the ISO 14001 environmental standard, and the ISO 50001 energy management standard. Bentley was also the first UK automotive manufacturer to be awarded the triple Carbon Trust Standard for carbon, water and waste reduction with the factory becoming fully carbon neutral in 2018.
An accredited Top Employer for over a decade, Bentley has given enhanced training to each colleague – over and above the comprehensive development journey every production team member goes through. Depending on model, colleagues complete a 500 to 650-point checklist that takes more than two hours to complete, with 20 cars a week undergoing an even more comprehensive quality audit to continually drive quality standards. The result of this historic passion for quality is the fact that more than 80 per cent of all Bentleys ever made are still on the road. A display of heritage Bentleys in the new facility serves to remind colleagues of the legacy they create when releasing a car to a customer.
Main image by Bentley Motors and other images by Driven Women Magazine.