New European MD for Hyundai

Hyundai Construction Equipment Europe (HCEE) has announced the appointment of Sungwoo Lee as the new managing director with immediate effect.

Lee replaces JH Chun who will return to Korea where he will lead the international marketing team of Hyundai Construction Equipment (HCE).

Officially appointed as the new managing director for HCEE in December 2019, Lee reportedly has over 20 years of service at the Hyundai group, and brings a wealth of international sales knowledge to the role.

Growing profitable market share in Europe is a key objective for Hyundai and Lee said that he is already very familiar with the European organisation.

Lee worked as a construction equipment sales manager in the European subsidiary from 2005 to 2009.

His focus is said to be on a proactive sales strategy which he will implement by further growing the European dealer network, setting-up a key account management structure, and an advanced market-oriented product strategy.

Discussing his new appointment, Lee said, “At HCEE we are striving to become a top player in the worldwide construction equipment business. In a stabilising European market, we wish to grow our market share in a sustainable and profitable way.

“Growth in our market share will lead to higher brand visibility. Growth in the quality and quantity of both our organisation and dealer network will be our primary goals to achieve this. We will continue to focus on the 3 E’s: Embrace our dealer network, Excel in what we do and Engage our internal teams.”