Linares, September 23 — Santana Motors, the historic Spanish manufacturer synonymous with rugged 4x4s and off-road innovation since 1956, has announced a decisive step in its ambitious resurgence. Enrique Lorenzana has been named Chief Commercial Officer, tasked with leading the commercial strategy as the brand repositions itself on the global stage after more than a decade of inactivity.
Santana Motors’ new chapter is defined by a bold vision: a next generation of vehicles that honor the brand’s legacy of robustness and off-road capability while embracing technological advancement and modern propulsion solutions. Central to this vision is Lorenzana, whose nearly 30-year career spans some of the world’s most prestigious automotive brands.
A law graduate from the Complutense University of Madrid, Lorenzana also holds a Master’s in General Management. His career began at Audi in 2001 as Area Manager for Madrid, before moving to Maserati, where he oversaw network development in Central Europe during a period of rapid growth and served as General Manager for Maserati Iberia. Subsequent roles included Head of Sales for 19 countries at Aston Martin Lagonda Europe, Head of Sales & After Sales for Genesis Motor Europe, and, most recently, Managing Director at Piaggio UK Ltd., representing renowned marques including Aprilia, Vespa, and Moto Guzzi.
Lorenzana’s extensive expertise in dealer network development, international market strategy, and high-level team leadership is expected to be instrumental in Santana Motors’ global ambitions. The initial phase of the company’s revival will focus on establishing a strong domestic network in Spain, built in partnership with top-tier dealers, laying the groundwork for broader international expansion.
Edu Blanco, CEO of Santana Motors, commented on the appointment: “We are delighted to welcome Enrique Lorenzana to Santana Motors at the start of this new chapter. His experience in developing international sales networks, managing high-performance teams, and driving growth in luxury automotive brands is a decisive asset. With Enrique on board, we are taking a firm step toward consolidating a project that blends our historic legacy with innovation and a clear international focus.”
For his part, Lorenzana expressed enthusiasm for the challenge: “I feel very fortunate to be joining Santana Motors as Chief Commercial Officer. The history of Spanish automotive cannot be told without Santana’s remarkable achievement as a creator of the ultimate off-road vehicle. I am thrilled to carry this legacy forward alongside Edu and the team. With a new generation of vehicles manufactured in Spain, we are ready to enter new markets and explore new horizons.”
Production of the upcoming Santana vehicles will take place at the historic Linares factory in Jaén, made possible through a strategic alliance with ZNA and Anhui Coronet Tech Co. announced in April. This collaboration promises a line-up that preserves Santana’s distinctive off-road DNA while integrating contemporary technological innovations and new propulsion options designed to meet modern demands.
The company has confirmed that the new model range, along with a comprehensive strategic roadmap for this revitalized phase, will be unveiled later this year, marking a new era for the iconic Spanish brand.
