Custom Denning has appointed Martin West as Head of Sales and Commercial, where he will drive the Australian brand’s presence in the UK coach and bus market.
Mr West is the first addition to the Custom Denning team in the UK since the naming of Antony Goozee as CEO – Europe in July. The appointments bring high-level experience of the domestic coach and bus sector from the vehicle supplier and operating sides, respectively.
The former Scania and Alexander Dennis man’s leadership of the sales and commercial function is part of what Custom Denning terms a “strategic push” to establish its Element battery-electric bus range as “a compelling choice for UK and European operators navigating their transition to zero-emission fleets.”
Custom Denning is preparing to open its UK and European headquarters in the East Midlands and to launch the new Element 2.2. It says that growing demand for battery-electric buses will be met “with high-quality, competitively priced vehicles, backed by [a] customer-centric approach to aftersales and technical support.”
Speaking about his appointment, Mr West says: “After meeting [Custom Denning owner] Scott Dunn and Antony, I was enthused by their deep understanding of operators’ requirements and how passionate they were to offer a product and service that is uniquely built to exceed those.
“Custom Denning has built a product that is proven to withstand the rigours of a tough operational environment in Australia, achieving a balance between style and longevity. Beyond the bus, a suite of additional services will deliver intelligence and efficiency for a long operational life and high value for our customers.
“We will harness those solid foundations to offer the new Element 2.2 to UK customers with finishing in our new facility in the East Midlands, bringing a very compelling alternative to the current market propositions.”
Mr Goozee has welcomed Mr West to Custom Denning, noting: “Martin brings more than 30 years of industry experience and a customer focus that aligns perfectly with how we plan to launch our proposition for UK operators and authorities.
“His sales and commercial background includes senior strategic positions at Scania Great Britain for three decades and more recently with Alexander Dennis that will complement the operational experience of our existing team.
“Our ambition is to deliver an exceptional product and service that is built around the operator – and that starts with a team with experience and customer focus. This latest appointment is proof of our commitment to that ambition and to the UK for the long-term.”
The Element is already in service with Rotala Group businesses. Custom Denning says the model brings proven zero-emission technology to a market where reliability, whole-life cost and passenger capacity are paramount. Construction is fully integral in stainless steel for corrosion resistance and durability.
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