Jörg Bachmann joins rental technology firm Alias

Jörg Bachmann (left) and Alias CEO Gian Luca Benci (right). Photo: Alias

Jörg Bachmann is joining Italian rental technology business Alias as head of global marketing and sales.

Bachmann is a veteran of Europe’s rental industry and most recently held a senior sales role at Lectura. He took up his new role in mid-October 2023.

Alias, which is led by founder and CEO Gian Luca Benci, employs more than 40 people and develops digital technology and software for the construction equipment rental industry, working with clients in Italy and throughout Europe.

Benci said Bachmann would help accelerate the company’s international growth; “The time has come to include a new global marketing and sales director, with combined knowledge of the international market and specific expertise in the equipment rental sector.

“Jörg is the perfect fit for our new structure, thanks to his experience working for Zeppelin Rental, Loxam and Ritchie Bros. We are thrilled that he will be part of our future projects”.

Bachmann said he greatly welcomed the opportunity to work with Alias, where he could use his experience in rental and long-standing relationships in the industry; “I share Alias’ way of doing business, which is always focused on innovation, experimentation and visionary projects. That also includes a wonderful team spirit, which is very important and will help us achieve our goals. I am so happy to join this great company.”

Benci added; “We are very happy to have Jörg joining our team. Our paths have crossed professionally many times, and each time with increased mutual respect.”