DALLAS -

Liquid Motors has named a new chief operating officer, appointing a former leader with OPENLANE and Manheim to the role.

Chosen for the COO post and joining the management team is Greg Lubrani, who will work with the company’s executive team to expand Liquid Motors’ customer base in the wholesale arena, the company said.

“Greg’s extensive experience selling to and working within the wholesale industry, along with strong recommendations from prior companies on his abilities, makes him a great addition to the Liquid Motors management team,” said Michael Daseke, Liquid Motors’ president and chief executive officer. “His ability to develop mutually beneficial relationships with independent auto auctions, remarketers and other industry solutions providers aligns with the company’s long-term growth strategies.”

As COO, the company said Lubrani’s focus will be on expanding sales and account management efforts for Liquid Motors’ wholesale merchandising solutions, to independent auto auctions, remarketers and other wholesale industry companies.

He’ll work closely with existing sales executives Mark Burack, executive vice president of sales; and John Fitzgerald, vice president of business development, the company said.

A 24-year industry veteran, Lubrani most recently served as director of U.S. sales for OPENLANE. Prior to that role he was director of dealer training for Manheim’s OVE and facilitated The Wholesale Institute, a traveling workshop that teaches dealers how to use online resources to achieve profit goals.

Lubrani also served as national director of vehicle marketing for Credit Acceptance Corp., and spent 12 years at Enterprise Rent a Car, where he was responsible for remarketing 126,000 rental units and 25,000 fleet service units each year, in an 11-state territory.

“I am very excited to join Liquid Motors,” Lubrani said. “Our innovative wholesale merchandising solutions increase the exposure for wholesale vehicles while reducing the effort required to obtain the maximum exposure.

“With the recent softening of the used car market and the inherent efficiencies of the online wholesale marketplaces, Liquid Motors is poised to provide valuable solutions to companies looking for more effective wholesale merchandising,” he said.