Europcar Mobility Group appoints new MD for UK & Ireland

Europcar Mobility Group has appointed Christian Øien as Managing Director for the UK and Ireland, succeeding Gary Smith, who is retiring after 14 years with the business.

Øien brings more than 25 years of experience across the rental and logistics sectors and has held a series of senior leadership roles within Europcar since joining the company in 2018 as Commercial Director in Denmark. He was appointed Head of Country in 2021, where he strengthened market presence and profitability, before moving into the role of Managing Director for the Nordics.

In his new position, Øien will lead Europcar’s operations in the UK and Ireland, working alongside the established senior management team to expand the company’s footprint across fleet, business travel, insurance replacement and leisure rental markets. A key focus will be advancing digital innovation and accelerating the growth of zero tailpipe emissions mobility solutions.

“I am tremendously excited to be given the opportunity to lead the UK and Ireland business,” Øien said. “Gary Smith has created a strong team with a clear focus on the mobility needs of businesses and individuals and I am looking forward to building on his success to ensure Europcar continues to deliver solutions that are fit for purpose as the market evolves.

“We know that businesses and individuals want to reduce their impact on the environment and vehicle rental, whether for a few days or long-term, can help them achieve that goal. I look forward to working with colleagues and clients to ensure that we remain the first choice for everyone’s mobility needs.”

Smith joined Europcar in 2012 as UK Finance Director and was appointed Managing Director for the UK business in 2016. In 2020, he became Deputy Chief Operating Officer of Europcar Mobility Group, and in 2024 he assumed responsibility as Managing Director for the Nordics — Denmark, Norway and Finland — in addition to the UK and Ireland.

“It has been a great opportunity to lead the Europcar business in the UK and Ireland as well as the Nordics as the shape of mobility has evolved,” Smith said. “I feel very confident that the initiatives we have taken to create mobility solutions that are fit for purpose – including a significant commitment to electric motoring – give Christian and the team solid foundations to continue to build the business in the coming years.”

Smith and Øien will work together over the next two months to ensure a comprehensive leadership transition.