Hyundai Construction Equipment Europe (HCEE) has appointed Sungwoo Lee as its new managing director.
Lee, who took up his new position in December, has over 20 years of service at the Hyundai group and brings a longstanding international sales career to Europe.
He replaces J.H. Chun who will return to Korea where he will lead the international marketing team of HCE (Hyundai Construction Equipment).
Lee is very familiar with the European organization having worked as a construction equipment sales manager in the European subsidiary from 2005 till 2009. HCCE says that he has a good understanding of the dealer network, the European market requirements and culture.
He will focus on a proactive sales strategy. By further growing the European dealer network, setting-up a key account management structure, and an advanced market-oriented product strategy, Lee plans to lead HCEE into gaining an increased profitable market share in the coming years.
Lee commented on his new appointment: “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 a higher brand visibility. Growth in quality and quantity of both our organisation and dealer network will be our primary goals to achieve this."