Ismael has been in the car industry since 1999. Joining Manheim UK as a Management Trainee, he quickly climbed the ladder becoming an auctioneer and account manager within 2 years. In 2003, Ismael joined Dirk Van Dijl at CityCarClub which at that time was a revolutionary car hire by the hour in London. In 2007, Ismael was recruited as UK Head of Business by Zipcar, (the world’s largest car club operator at the time) as they started operating in the UK.
In 2009, Ismael joined Volkswagen Head Office as Regional Manager (TPS) covering the South East region and responsible for 10 dealer groups with an annual turnover of £60m. After 2 years in post, he joined Jaguar Land Rover and the head of programme (UHNW and Chauffeur driven division) with responsibility to the market penetration of the Jaguar XJ within the rental, UHNW partnerships and chauffeur market nationwide.
In 2013, Ismael was head hunted by Andrew Page, a privately owned parts supplier to look after the South East region. Reporting to his previous line manager at VWUK, he was responsible for the sales achievements of the area increasing the average daily sales rate from £48K in 2014 to over £68K in 2015.
Before joining Liquid Fleet, Ismael was Centre Manager at Aston Barclay Prees Heath and then Wakefield before embracing a more national operations role in 2019. Reporting to Martin Potter, he was responsible for the day to day running of the auction centres whilst maintaining relationship with all vendors and buyers.
In 2019, Ismael joined Liquid Fleet as Operations Director responsible for the day to day operations, setting up of processes and building the relationships with all the key manufacturers and partners. Having steered the company through Covid 19, Ismael then led an MBO alongside Dirk and Martin and completed the purchase in December 2022. In his new role as Managing Director of Liquid Fleet, Ismael has successfully finalised the full payment of the MBO on the 1st of December 2023 this making Liquid Fleet now fully owned by the new management team and the employees as part of an Employee Ownership Trust.
Ismael now leads the team through our 2030 EV diversification programme with an eye on expansion through either acquisition or organic growth.
Who would play you in a movie?
Jack Black
An item from your bucket list?
Horse back riding on ‘Route du Sel’
Ultimate best breakfast?
Salt beef bagel with French mustard from Shoreditch at 4 am after night out…
Holiday of a lifetime?
Just to be home with my family in Mauritius… I come from Paradise Island so it will take a lot to beat that!
What superpower would you choose?
Ability to understand and speak every language and dialect in the world.
Your motto in life:
I never lose… I win or I learn…
