Tesla appoints Harley-Davidson exec to rev up Euro expansion

US-based electric car manufacturer, Tesla Motors, has geared up for its first push into Europe by appointing Harley-Davidson’s former European managing director, Michael Van der Sande, to lead the charge.

Dutch-born, Van der Sande joined Harley in 1996 and has run its European operation from Oxford since early last year. He lives in Maidenhead and will work out of Tesla's London office while racking up frequent flyer miles to the company’s Silicon Valley headquarters.

As with most events at the high-profile electric car firm, his arrival at Tesla as senior vice president of global sales, was tinged with a little controversy.

In the company's official statement announcing the appointment his predecessor, Darryl Siry, was said to have resigned to "pursue other opportunities".

However, writing on his personal blog Siry said: "I have resigned my position with Tesla Motors due to some disagreements in strategy. I believe that in such a situation it's best for a senior executive to part ways with the company so as to not get in the way."

The appointment of Van der Sander is the latest in a series of personnel changes at Tesla, which recently responded to rumours of cashflow difficulties by announcing that it has raised some $40m (£27m) in additional funding. But it is also following the Big Three automakers by going cap in hand to Washington for a $400m loan to help fund further expansion and the development of its next generation Model S, an all electric sedan model to be sold alongside its high profile Roadster electric sports car.

That expansion will include Europe and the company began taking orders for its Roadster from the region back in the spring and plans to begin deliveries early next year. The firm though is said to be way behind hitting its US orders and has even laid off assembly workers at Lotus in Norfolk. There are also reports of drive train problems with the Roadster.

Tesla also expects to generate half of its sales of the the Model S sedan in Europe. That car is not expected now until 2011, giving Van der Sande plenty of time to build the necessary network of dealerships.

Tesla CEO Elon Musk is betting that Van der Sande can build similar brand loyalty among Tesla owners that is apparent among Harley riders. "A Harley owner wouldn’t be caught dead on any other brand of motorcycle," Musk said.