Cox Automotive has appointed Didier Van Bouwel to lead the ongoing expansion and development of its FleetMaster business. As Managing Director, Didier will work alongside FleetMaster’s founders and senior leadership team to execute the company’s growth strategy.

FleetMaster, a cloud-based fleet management software business delivering innovative solutions to rental companies, dealerships and automotive manufacturers across the globe, was acquired by Cox Automotive in July 2021. Customers include Alphabet, Athlon, Scania, Novuna, Alamo, Universal Rental Group and Mercedes-Benz, operating in markets including the USA, Mexico, Belgium, Germany, Italy, Spain, France, the Nordics and Netherlands.

Didier has held numerous senior positions during his 18-year career with Cox Automotive and is a well-regarded leader in the European automotive sector. These include Chief Operating Officer of Modix International plus Group Strategy for Cox Automotive International and leadership of Kelley Blue Book International – both positions he retains.

Commenting on the appointment, Paul Humphreys, Managing Director of Cox Automotive Retail said: “FleetMaster is an exciting SaaS business catering for the growing global mobility sector. Since joining the Cox Automotive family in 2021, the founders have continued to lead the delivery and development of their platform and win new contracts with a number of automotive manufacturers and fleets. The platform is operating in markets across Europe and the Americas, handling vehicle assets of all types, from golf buggies to trucks. Didier’s appointment reflects the opportunity we recognise ahead for FleetMaster and we will lean on his experience, expertise and networks to steer the business into its next chapter.”

The FleetMaster platform helps vehicle fleet operators digitally track, analyse and improve their fleet operations. Functionality includes the ability to manage asset workflows across multiple locations and partners, seamlessly handle customer requests, optimise planning, manage costs and integrate with back-office platforms.

FleetMaster was founded in 2011 and is based in Ghent, Belgium. In December 2021 - for the third year running - it was named one of the top 10 technology companies headquartered and founded in Belgium in Deloitte’s Technology Fast 50. Visit for further information.