In an effort to grow its global presence Tesla Motors has hired former Burberry executive Ganesh Srivats to lead its North American sales division. The move will help to position Tesla as a premium lifestyle brand in a category that has been dominated for years by stalwarts such as BMW, Porsche and Ferrari. Srivats joins a list of former Burberry executives to leave the world of fashion for other industries. Former Burberry CEO Angela Ahrendts joined Apple as the head of its retail operation in 2014.

In response to the move by Tesla to hire Srivats – Ken Harris, managing partner at Cadent Consulting Group in Chicago, which advises consumer and retail companies offered his thoughts. “If Tesla is thinking that they are selling a lifestyle and a way of thinking, then someone from Burberry could be the right choice. Burberry gets lifestyle.”