Santana Motors, the historic 4×4 and off-road vehicle manufacturer founded in 1956, has named Enrique Lorenzana as its new Chief Commercial Officer. His arrival marks a decisive step in the company’s new phase, which, after more than a decade of inactivity, returns with a renewed and ambitious plan: a new generation of vehicles that, while remaining true to the brand’s legacy, will stand out for their robustness, technology, and genuine off-road capabilities.
With nearly three decades of experience in the automotive sector, Enrique Lorenzana brings a strong international track record to Santana Motors. He holds a Law degree from the Complutense University of Madrid and a Master’s in General Management. He began his career at Audi in 2001 as Area Manager for Madrid, before joining Maserati, where he held positions such as General Manager of Maserati Iberia and Head of Network Development for Central Europe during the brand’s strongest growth phase. He later joined Aston Martin Lagonda Europe as Head of Sales, overseeing 19 countries, and then Genesis Motor Europe as Head of Sales & After Sales Europe. Over the last two years, he has served as Managing Director of Piaggio UK Ltd, representing prestigious brands such as Aprilia, Vespa, Moto Guzzi, and Piaggio.
His experience in dealer network development, team management, and knowledge of both domestic and international markets will be key to driving Santana Motors’ global growth strategy. In this first phase, the company is working to build a strong commercial network in Spain alongside top-tier partners and dealers, as the foundation for future expansion into other international markets.
Edu Blanco, CEO of Santana Motors, stated: “We are delighted to welcome Enrique Lorenzana to Santana Motors at the start of this new chapter for the brand. His extensive experience in developing international sales networks, managing high-level teams, and driving luxury manufacturers represents a decisive asset for the future of Santana Motors. With his arrival, we are taking a firm step toward consolidating a project that combines legacy and innovation with a clear international vocation.”
Enrique Lorenzana, CCO of Santana Motors, said: “I feel very fortunate to be joining Santana Motors as Chief Commercial Officer. The history of Spanish automotive cannot be understood without the remarkable achievement that was Santana, a company trusted by renowned manufacturers for its ability to create the ultimate off-road vehicle. I am very excited to carry this legacy forward alongside Edu and the entire team who made this possible. With a new generation of vehicles manufactured in Spain, we are ready to take the brand to new markets and conquer new horizons.”
The new Santana Motors vehicles will be produced at the historic Santana Factory in Linares (Jaén), thanks to the strategic alliance signed in April with ZNA and Anhui Coronet Tech Co. This collaboration will give birth to a new generation of off-road vehicles that preserve the historic essence of the brand while incorporating technological innovation and new propulsion options adapted to the demands of today’s market.
The company will unveil its new lineup later this year, along with the strategic plans that will define the direction of this new phase.
