Jürgen Rehg will focus on development of After sales & Service division as part of the new EMEA structure

LONDON (June 5th, 2024) – Briggs & Stratton is delighted to announce the appointment of Jürgen Rehg as Senior Director of Sales for EMEA. Reporting directly to Managing Director Sjoerd van de Velde, Jürgen will be driving the company’s dedicated After Sales & Service division to further support the dealer and distributor network, which forms a significant part of the business.

Jürgen brings extensive experience of marketing, after sales and service support to the role, as well as an in-depth knowledge of Briggs & Stratton and its customers. Jürgen first joined Briggs & Stratton back in 2007 as Senior Category Manager, before growing into managerial and directorial roles in after sales and service in Europe. In his position as Senior Director of Sales within the new EMEA structure, Jürgen takes a strategic role in the senior leadership team and will be responsible for developing Briggs & Stratton’s vital dealer and distributor network. He will also support Sjoerd van de Velde in rolling out the company’s ambitious growth plans while continuing to ensure the delivery of quality products and services across EMEA.

This announcement follows the appointment earlier this year of Sjoerd van de Velde as Managing Director of EMEA, bringing together the Turf & Consumer Products, Power, Service and Electrification divisions, and uniting the full Briggs & Stratton offering as a complete service proposition, including application, after sales service and technical support across the region. 

Sjoerd van de Velde, Managing Director of Briggs & Stratton EMEA said, “It was important that our new Senior Director of Sales would bring expertise in after sales and service support to be able to swiftly get to grips with our dealer and distributor network. Jürgen is perfectly suited to the role thanks to his in-depth knowledge of both the industry and Briggs & Stratton itself. I look forward to working closely with Jürgen in the leadership team and to seeing the positive impact he will undoubtedly have on the business.”

Jürgen Rehg, Senior Director of Sales, Briggs & Stratton EMEA said, “I am thrilled to support Briggs & Stratton as part of the new EMEA structure and working directly with Sjoerd in this dedicated After Sales & Service team. Our After Sales and Service network is key to our business and I am keen to be an instrumental part in this network’s further development across the EMEA region.”


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About Briggs & Stratton | Vanguard:

Briggs & Stratton, headquartered in Milwaukee, Wisconsin, provides innovative products and diverse power solutions to help people get work done. Briggs & Stratton is the world’s largest producer of engines for lawn and garden, turf care and job site power equipment and is a leading designer, manufacturer and marketer of lithium-ion batteries, standby generators and energy storage systems through its Briggs & Stratton®, Vanguard®, Ferris®, Simplicity®, Snapper®, Billy Goat®, Allmand®, Branco® and Victa® brands. Briggs & Stratton products are designed, manufactured, marketed and serviced in over 100 countries on six continents.

Vanguard helps professionals to get their work done by applying power to their unique commercial applications. For more than 35 years, Vanguard has partnered with customers to conquer challenges and develop innovative products. As Vanguard doesn’t simply provide components, it supports customers in applying commercial lithium-ion and petrol power throughout the entire integration process, from development to serial production to after sales and training support.