Dennis Marcus has joined the Cruden company as the commercial manager. Marcus will be responsible for developing sales of Cruden’s simulator hardware, software, vehicle models, content and screens and projectors to the automotive and motorsport markets.

Cruden, headquartered in Amsterdam, is a designer, manufacturer and integrator of driving simulators for the automotive, motorsport and marine industries.

Marcus replaces Frank Kalff, former commercial director at Cruden, who has left the business to pursue a career in a new industry.

As a technical sales professional with over 20 years’ experience, Marcus previously held the position of manager of Pro Racing and Circuits at MYLAPS Sports Timing, where he lead business development activities in professional racing series such as Formula 1, MotoGP and IndyCar.

As simulators become more commonplace and affordable as an engineering tool, there are multiple sales avenues to pursue, not just among OEMs and in Formula 1 but also Tier 1 automotive suppliers, research institutes and smaller race teams, keeping Marcus busy. Driving simulators also have a big part to play in scenario testing for autonomous driving and ADAS.

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