The former Seoul-based head of Western Europe for Hyundai Motor Company (HMC) has been appointed as the company’s Australian-market chief executive, based in Sydney.

    New Aussie boss Ted Lee took the reins as Hyundai Motor Australia CEO on January 1 this year, replacing Jun Heo, who was in turn promoted to vice president level and handed a new “business development” role across the Asia Pacific region.

    Previous to serving as head of the Western Europe team based at the Seoul global HQ – in other words, head liaison with the team on the ground in Germany – Mr Lee performed various other roles within HMC.

    These include a stint as Hyundai Australia’s coordinating director of sales between 2015 and 2019, and head of sales for Hyundai Turkey between 2009 and 2013.

    Mr Lee is therefore the first CEO to have previously held a position at HMC Australia, and by extension already knows the market well – no doubt good news for the local team.

    “It is a delight for me to return to Australia after having spent four years here previously as Coordinating Director of Sales, during which time I grew to love the country and its people,” said Mr Lee.

    “Hyundai in Australia has just launched 18 new models in 18 months, an unprecedented product assault which sees the entire range refreshed or brand new – our product has never been stronger.

    “I look forward to working with the HMCA team and the Hyundai National Dealer Network to further strengthen the brand and bring more Australians into the Hyundai family.”

    Hyundai was the third top-selling car-maker in Australia last year, growing 12.4 per cent to 72,872 units. However the market as a whole grew 14.5 per cent, and sister brand Kia spiked 21.2 per cent to finish fifth on 67,964.

    Mike Costello
    Mike Costello is a Senior Contributor at CarExpert.
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