The Prodrive Group announces the appointment of experienced high-tech business leader James Reeves, who joins as Chief Executive Officer of its Advanced Technology company.

Reeves joins Prodrive with a wealth of experience in high-tech engineering and manufacturing, having spent over two decades leading innovative enterprises across multiple sectors, including automotive, aerospace, and advanced materials.

Reeves is a Chartered Engineer and has held several senior executive roles including Global Director at voxeljet, a NASDAQ-listed 3D printing company, where he developed new global divisions and achieved significant business growth. Previously, as CEO of Litecool, Reeves directed the development of breakthrough LED lighting technologies, securing investor returns of five times the initial investment.

His advisory experience also spans multiple industries, from automotive technology investment to energy storage solutions, and includes strategic development roles at the UK Government’s Automotive Investment Organisation, where he was pivotal in securing £550 million in inward investment.

A passionate advocate for technology-driven growth, Reeves has consistently leveraged core competencies and emerging opportunities to deliver robust market share and sustainable business expansion. His achievements include leading transformational strategies for manufacturing companies, scaling new international divisions, and developing commercially viable innovations for advanced engineering and manufacturing markets.

Former CEO of Prodrive Advanced Technology, Dr. Iain Roche, will focus on his role as co-CEO of ELM Mobility – a collaboration launched in September 2024 between Prodrive and Astheimer Design with a vision to be the leader in zero-emission Last-Mile transport, delivering game-changing efficiency with small, lightweight vehicles.

Commenting on the new appointments, David Richards, Chairman of Prodrive, said:

“James brings to Prodrive unrivalled experience in the automotive, aerospace, and advanced materials sectors to progress our strategy and continue recent momentum throughout our Advanced Technology business.

“After over two years in the role of CEO of Prodrive Advanced Technology I’m pleased that Iain Roche is staying within the Group to lead the new ELM Mobility project, maintaining Prodrive’s position at the forefront of sustainable transportation development.”

James Reeves, CEO of Prodrive Advanced Technology added:

“I am both honoured and excited to be joining Prodrive Advanced Technology as we continue to push the boundaries of transport engineering and collaborate with leading vehicle manufacturers worldwide.”

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