Roland Stähler

smart Europe GmbH

Chief Executive Officer, smart Netherlands



Mr. Roland Stähler serves as CEO of smart Nederland B.V.
In this function, he is building up the national smart organisation.


After studying Industrial Engineering at Karlsruhe University, Roland started out his career at Daimler in the Associate Management Consulting Team with projects at the headquarters in Stuttgart as well as locations in Singapore, London and Tokyo. He then developed innovative, multi-channel CRM projects as Manager Strategy and Projects before heading Sales, Marketing and Operations at the Mercedes-Benz Customer Assistance Center in Maastricht.


In 2008, Roland took over the position of Vice President Sales and Marketing at Mercedes-Benz Indonesia, expanding market leadership in Passenger Cars and Commercial Vehicles and rejuvenating the customer base, also with the introduction of smart.. After exploring new entrepreneurial endeavors from 2011 on, he was responsible for the distribution and retail of Jaguar Land Rover and Bentley in Indonesia between 2015 and 2020.


The experiences of more than a decade in Southeast Asia – with its severe challenges regarding social equity and sustainable development – have further strengthened Roland’s passion for impactful solutions. smart’s role in spearheading sustainable individual mobility has now brought him back to the Netherlands to spread the love for the brand in this pioneer market for electrified vehicles.


As of August 2021 he is contributing to write smart’s next successful chapter.