European finTyre Distribution appoints new CFO, CCO

At the start of last month, London-based platform company European finTyre Distribution finalised its acquisition of German tyre dealer Reiff Reifen und Autotechnik and its wholesale subsidiary tyre1. The completion of this transaction has now been followed by the naming of a new leadership team for this business. As of 7 November, Michael Schwöbel is the new chief financial officer of European finTyre Distribution Germany Holding. On 15 November, he will be joined by Michael Borchert, who has been appointed chief commercial officer.

Former Pirelli man Schwöbel takes over responsibility for the finances of European finTyre Distribution Germany Holding GmbH, Reiff Reifen und Autotechnik GmbH and tyre1 GmbH & Co. KG, as well as those of French Reiff subsidiary Pneus Krupp France Sàrl and Polish wholesale subsidiary R.Tec-Hanse-Polska Sp. zo.o.

Borchert also joins European finTyre Distribution with a background at Pirelli. Until 2014 he was head of sales and marketing for Pirelli in Germany, and more recently he served as managing director for sales and marketing, and also strategic and personnel planning at German tyre wholesaler Reifen Specht. In this new role at European finTyre Distribution, Borchert is responsible for sales and marketing.

Commenting on the appointment of Schwöbel and Borchert, Reiff Reifen und Autotechnik writes that this “top-class personnel decision emphasises the European finTyre Distribution group’s ambitious expansion plans.”


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