Leadership Team

Jim Winchester is Managing Director of Electrified Motors, overseeing the company’s strategy, operations and global product delivery. He drives the launch and adoption of Electrified Motors’ products in off-highway markets worldwide, ensuring customers receive high-performance, reliable solutions tailored to their needs. With extensive experience in the sector and a strong international network, Jim combines deep industry knowledge with a track record of delivering complex engineering projects on time and at scale. Prior to Electrified Motors, he was Sales and Marketing Director at Ashwoods Electric Motors. Jim holds a BEng in Motorsport Engineering from Oxford Brookes University.

Lloyd Ash is the Founder and Innovation Director of Electrified Motors and is central to the development of the company’s core technology. He leads innovation across motor architecture, with a clear focus on designing products where high-volume manufacturability is embedded from the outset. This approach has enabled Electrified Motors to scale rapidly and establish a leading position in its market. Lloyd has dedicated nearly 30 years to vehicle electrification, beginning his career as an apprentice in racing car engineering and progressing to the forefront of electric motor innovation.

Jamie Seaton is Head of Engineering at Electrified Motors, bringing over a decade of experience in electric powertrain technology within the off-highway sector. With a background spanning automotive and motorsport engineering, he leads electric motor development, validation and testing and execution of the product roadmap. Prior to joining Electrified Motors, Jamie was a Senior Applications Engineer at Curtis Instruments where he specialised in electric motor integration for demanding applications.

James Madge is Head of Production at Electrified Motors, with overall responsibility for manufacturing operations and automation strategy. He leads the delivery of all automation projects across the business, ensuring production capability aligns with Electrified Motors’ growth plans. With over ten years’ experience in electric motor design and automation systems, James works closely with Lloyd to develop and implement new manufacturing technologies that maximise efficiency, repeatability, and automation across the production process.

Will Keeble oversees the supply chain at Electrified Motors, with responsibility for supplier management and ensuring continuity of supply across manufacturing operations. With nearly twenty years’ experience in manufacturing and engineering environments, he brings a practical and delivery-led approach to building resilient and scalable supply chains. He holds a first-class degree in Mechanical Engineering from the University of Manchester.

Louis is Head of Sales and Projects at Electrified Motors, where he leads business development, customer engagement, and project delivery. As a qualified engineer, he acts as a critical link between customers and the operations team, ensuring technical requirements are translated into robust and deliverable solutions. Louis holds a first-class degree in Mechanical Engineering from the University of Strathclyde and previously served as Engineering Sales Manager at Ashwoods Electric Motors. During his time at Ashwoods he was responsible for delivering advanced engineering projects for major customers across the UK and USA.

Daniele Vescovini is an experienced sales and business development professional with strong relationships across Europe’s leading OEMs. He plays a central role in driving growth, securing partnerships and supporting the adoption of Electrified Motors’ products in off-highway applications. Previously Daniele served as Global Key Account Manager and Global Platform Lead at Dana. He holds formal qualifications in Mechanical Engineering and International Commercial Sales, and has completed advanced training in leadership and project management.

Rob Kress is VP of Sales - Americas for Electrified Motors.  Rob has extensive experience in off-highway electrification, most recently as a Global Segment Manager and Head of Off-Highway Electrification Sales and Strategy at Dana. Prior to Dana, Rob served as the Senior Director of E-Mobility and Business Development at Oerlikon Drive Systems, and previously as the Vice President of Sales at Advanced Motors and Drives. Rob served as a Non-Executive Director at Ashwoods Electric Motors from 2017 to 2021. Rob is a Cum Laude graduate of Illinois State University.

Mark Roberts is a Non-Executive Director at Electrified Motors, bringing extensive experience in technology start-ups and scaling high-growth businesses. He serves as a strategic advisor, supporting the company’s long-term vision and commercial direction. Mark previously worked closely with Lloyd at Ashwoods Electric Motors, where they helped build the business into an industry leader in permanent magnet electric motor supply for off-highway markets.

Jeremy is a Non-Executive Director at Electrified Motors, bringing deep experience across private equity and finance. He provides strategic insight into governance, capital structure and long-term financial planning. Previously Jeremy worked closely with Lloyd at Ashwoods Electric Motors, where he helped ensure the business was financially structured to support a period of rapid growth and scale.