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Change of CEO in Saferoad

Bernd Frühwald will join Saferoad as new CEO effective October 1st, 2022, as Espen Asheim steps down as CEO.

“Saferoad has had a fantastic development under Espen Asheim’s leadership. The company has doubled the Ebitda during a complex restructuring in challenging market conditions, and we are very grateful to see him continuing his contributions as a member of the Saferoad Board of Directors says Nolåker. 

“This has been the perfect combination of really hard work and great fun. Saferoad people are really rockstars in this industry, and I am looking forward to still contribute at Board level says Asheim. 

Bernd Frühwald has served as President of the Global Power Tools business at Apex Tool Group, LLC, a privately equity owned global leader of professional power and hand tools manufacturer. Prior to his tenure at Apex, Bernd spent 14 years at Bühler Motor a privately held company in several executive management positions, including VP for Industrial and Healthcare Business Units; VP, Global R&D and VP PMO office. Bernd holds an MBA from St. Gallen Business School in Switzerland and Alpen-Adria-Universität Klagenfurt and earned a mechanical engineering degree from Technical College Ansbach.  

“I am very happy and humble to take the steering wheel in Saferoad. The company is performing well with a meaningful purpose in an exciting industry, and I am looking forward to drive continued improvement the next years says Frühwald. 

“Bernd is known for scaling and transforming businesses globally, leading complex organizations, driving innovation, improving operational excellence with lean tools and developing talent. He will be a great CEO for Saferoad”, says Nolåker. 

Bernd Frühwald, new CEO of Saferoad


Patrik Nolåker


+46 704178501

Bernd Frühwald


+49 1743080787

Espen Asheim

Current CEO

+47 91346515

About Saferoad 

Saferoad Group is a leading road safety supplier in Europe with 75 years of experience within the industry. The Group employs 2500 across 13 countries and offers a broad range of innovative and high-quality products and solutions.

Tailored to contribute to a safer life on the road and shape the future of road safety infrastructure.  

Dedicated to Vision Zero - to actively reduce the number of people seriously injured and killed in traffic.