Originally from Madrid, Spain, Jorge joined the BMW Group in September 2011 via the merger of ING Car Lease and Alphabet, becoming the CEO Alphabet Spain. In this position he completed the merger in 9 months, including the carve out of BMW Financial Services Spain, and led the company successfully through the global financial crisis, that hit the country severely. In 2015, after transitioning for a few months to the position of International Project Director of a strategic project related to the standardization of the sales model of Alphabet, implemented in all 13 countries, Jorge took his first international assignment as CEO Alphabet Netherlands, based in Breda, The Netherlands, a country considered the cradle of vehicle leasing in Europe with a similar leasing penetration and maturity level than the US. During these two and a half years, Jorge gave a new strategic direction and led the cultural transformation of the third most important leasing company in The Netherlands, being also the third most important subsidiary of Alphabet with more than 500 employees.
In his role of Vice President Used Car Business, Jorge leads a recently created team that is excited about the opportunity to remarket a record number of BMWs, MINIs, and Rolls Royce vehicles. Apart from a higher focus, structure and alignment between the Wholesale and Retail areas, the new organization has an increased focus on Data Analytics, Price Optimization and Channel Management to improve the results of pre-owned sales within the franchise and independent dealer networks.