Europcar Mobility Group appoints Fiona Sotomayor-Robbins to UK Board

Sotomayor-Robbins joins the UK Board and becomes a key member of the Senior Leadership Team, bringing more than 20 years of experience within the Europcar organisation. She returns to the UK business after spending three years at the group’s headquarters in a similar role.

Her appointment comes as Europcar accelerates efforts to adapt its fleet and services to evolving customer demands, particularly as more businesses and private motorists turn to vehicle rental as an alternative to ownership.

In her new role, Sotomayor-Robbins will oversee the optimisation of fleet distribution and pricing, ensuring vehicles are available where and when customers need them.

“With more businesses and private motorists seeing rental as an effective alternative to vehicle ownership, it is critical that we ensure our fleet distribution is matched to market need,” she said.

The company is increasingly relying on dynamic pricing models and advanced forecasting tools to align fleet availability with demand across both business and leisure segments.

Under her leadership, the Revenue and Capacity Management team will work closely with fleet acquisition, customer account management, and marketing functions to refine pricing strategies and improve distribution efficiency.

Forecasting efforts will target both business-to-business clients and the leisure travel market, taking into account domestic and inbound travel demand.

This data-driven approach is expected to play a central role in supporting Europcar’s growth ambitions in the UK.

A key priority for Sotomayor-Robbins will be managing the rapid expansion of Europcar’s electric vehicle (EV) fleet, as demand for zero- and low-emission transport continues to grow.

Ensuring the right mix of EVs is available across the network presents logistical and operational challenges, particularly as demand patterns evolve.

“Our end goal is to ensure that we have the right vehicles in the right place across the Europcar network,” she said, noting that external market factors can shift demand quickly and require close coordination across teams.

Christian Øien, Managing Director of Europcar Mobility Group UK, welcomed the appointment, highlighting Sotomayor-Robbins’ deep industry knowledge and expertise.

“The UK mobility market is undergoing significant change, requiring providers to be flexible and agile,” he said. “Fiona’s team will play a critical role in enabling Europcar to respond to customer demand.”