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James Birch

Chief Operating Officer

Contact Information



  • Name: James Birch

  • Company: Drive Fuze Ltd

  • Position: Chief Operating Officer (COO)

  • Location: United Kingdom



Professional Background and Experience



Current Role at Drive Fuze Ltd


James Birch is currently the Chief Operating Officer (COO) at Drive Fuze Ltd, a company specializing in car subscriptions and software-as-a-service (SaaS) solutions for the automotive industry. Drive Fuze offers drivers a hassle-free, flexible, and cost-effective way to get a new or nearly new car, along with modular SaaS solutions enabling manufacturers, dealers, leasing, and rental companies to create their own branded subscription products.

Responsibilities and Achievements:
  • Oversees the operational aspects of Drive Fuze, implementing solutions to enhance efficiency and foster growth.

  • Maintains active roles in managing car deliveries, collections, fines, repairs, and servicing.

  • Spearheaded the company’s shift towards a more vertically-integrated subscription proposition, positioning Drive Fuze as a leader in the car subscription market.


CEO's Vision and Approach:
  • Promotes fairer and more transparent options for car subscription models.

  • Advocates for an all-inclusive subscription model that provides consumers with flexibility and cost transparency.


Previous Roles


Prior to his current role, James Birch served as the Managing Director at Leasys, where he acquired significant experience that laid the groundwork for his current responsibilities at Drive Fuze.

Industry Contributions:
  • Over 25 years of automotive industry experience.

  • Brings operational expertise and a strategic vision for integrating technology in the automotive subscription services sector.


Strategic Initiatives and Market Insights


  • Market Potential: Birch highlighted that car subscriptions could account for up to 15% of new car sales by 2030, reflecting a major shift from car ownership to subscription models.

  • Software Solutions: Actively working to leverage Drive Fuze's SaaS capabilities to engage with dealers, leasing providers, and rental companies, transforming their business models to capitalize on subscription services.


Company Overview: Drive Fuze Ltd


Drive Fuze Ltd was founded in January 2023 and has quickly established itself as an innovative player in the automotive subscription market. The company’s board comprises experienced industry leaders including:

  • Nick Rothwell: Chairman, former chairman and CEO of Ford Credit Europe

  • Richard Baker: Founder/Chief Technology Officer

  • Tony Bramall: Investor, former chairman of CD Bramall

  • Peter Jones: Investor Relations, former CEO of Lookers PLC


Company Locations:
  • Main operations: Thurleigh Airfield Business Park

  • Additional premises: Milton Keynes for customer service, marketing, technology, and finance departments.


Unique Selling Proposition


  • Modular SaaS solutions: Empower leasing and rental companies to offer branded subscription products.

  • Vertically-integrated subscription offerings: Ensures streamlined operational efficiency and customer satisfaction.


Notable Statements from James Birch


Birch has made various public statements reflecting his confidence and strategic foresight in the direction of Drive Fuze:
  • “All-inclusive subscriptions are a fairer and more transparent option for drivers, who are choosing the car they want, rather than the deal they’ve been sold.”

  • Emphasized the potential of Drive Fuze's solutions to transform automotive leasing and rental businesses: “We’ve got big things coming in 2024. Our new head office gives us headroom for continued growth as we grow our B2C and B2B business next year and beyond.”


James Birch’s professional journey and current role at Drive Fuze Ltd underscore his extensive experience and strategic vision within the automotive industry, making him a pivotal figure in the company’s rapid growth and innovation in car subscription services.