Good memories crossed my mind this morning, due to this article in regional newspaper brabants dagblad about the attractiveness of the Provincie Noord-Brabant for multinationals like SPIE, DB Schenker, bol, SABIC, and Shell.
Early 2011 a relatively unknown car manufacturer called Tesla made an approach to Agency NL - NFIA. A good relationship with Brabantse Ontwikkelings Maatschappij (BOM) gave me the opportunity to introduce DTZ Zadelhoff and myself (heading DTZ's Logistics Team) to senior Tesla managers. We delivered a location study and market inventory of possible warehouse locations in the areas of Greenport Venlo and (my hometown) Gemeente Tilburg. Meanwhile the Ministry of Economics compiled an attractive tax package to Tesla, if they would settle in the Netherlands. Together with Eelko Brinkhoff, we felt a big opportunity coming up for the Province of Noord-Brabant.
On a sunny morning I called Roland Verbraak and Wil Versteijnen of BTT Multimodal Container Solutions that we needed help. In order to give a bright presentation of all multi shift supply chain solutions that Tilburg could offer as an inland hub from the Port of Rotterdam into Europe.
I also needed assistance in order to demonstrate that the property at Atlasstraat 7 (at logistics park Vitaal Vossenberg) could facilitate Tesla and its ambitions, where amongst 220 car parking on the outside terrain. We took a bunch of traffic pawns and traffic lint and set up a virtual car parking. Roland and I were just ready with our preparations when the delegation of Tesla, led by mr George Blankenship and Bryan Batista, guided by NFIA and BOM managers, arrived on site. It was a great pleasure and honor to meet those gentlemen, who were both involved as right hand men in the enormous ambitions of Elon Musk. I recognized mr Blankenship's name from the biography of Steve Jobs that I was reading at that time, as he had just changed jobs from Apple in Silicon Valley to Tesla's headquarters in Palo Alto (CA).
It took a lot of joined effort and about 10 months of persuasiveness, decision making, negotiations, and board approval before we were able to have the parties sign a long-term lease agreement and welcome Tesla in the Netherlands and specifically in Tilburg. At that time, the property was owned and managed by Achmea Real Estate. Today, Logicor owns and manages the asset. The property is still in use as 'Tesla Tilburg store and service center'. Over the years, Tesla leased another couple of distribution centers in Tilburg for its high-level operations.
The rest is history. I'm sure the municipality of Tilburg and the strong regional supply chain network is still grateful for Tesla's arrival back in 2012. With a lot of people and companies who have great benefit from Tesla's presence.
Some 12 years later, I remain very proud and grateful that I was part of this episode and the team that succeeded in this acquisition.
Ondernemen | Gemeente Tilburg
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