Horst von Sanden was born in Giebelstadt, Germany and graduated from the Corporate University, Baden-Württemberg, Germany in 1981 completing studies in Business Management and Marketing and completing a Diploma in Business Administration (equivalent to MBA). During his studies Horst was a Trainee at Liebherr-Holding Company, Biberach, Germany until 1981. After finishing his University degree he was appointed Coordinator for Advertising, Exhibitions and Press until 1987 when he joined Daimler-Benz AG, as Project Manager for Mercedes-Benz Event Marketing and Motor Shows in Stuttgart, Germany. His responsibility in this role was for events and motor show projects worldwide. In 1993 Horst was appointed General Manager, Event Marketing and Motor Shows for Daimler-Benz AG, with the responsibility for a team of 65 staff. He was then appointed, in 1998, as the General Manager, Global Advertising, Mercedes-Benz Passenger Cars at DaimlerChrysler AG in Stuttgart, Germany. This role saw Horst responsible for advertising concepts and advertising agencies worldwide. In 2000 Horst moved, with his family to Australia to take up the role of General Manager, Marketing, Mercedes Car Group, DaimlerChrysler Australia/Pacific. He was then appointed as Managing Director, Mercedes-Benz Cars, and Mercedes-Benz Australia/Pacific in 2003 and in January 2014, his responsibility was extended as CEO of Mercedes-Benz Australia/Pacific. In 2018, Horst was appointed as President of the Federal Chamber of Automotive Industries (FCAI) who are the peak industry organisation representing the manufacturers and importers of passenger vehicles, light commercial vehicles and motorcycles in Australia.