Hyundai Construction Equipment names Sungwoo Lee as new managing director for Europe

Published 24/2 at 11:04

HCEE (Hyundai Construction Equipment Europe) has announced the appointment of Sungwoo (SW) Lee as its new managing director with effect from 1 December 2019. With over 20 years of service with the Hyundai group, SW Lee brings a longstanding international sales career to Europe. SW Lee replaces J.H. Chun who will return to Korea where he will lead the international marketing team of HCE (Hyundai Construction Equipment).

Growing profitable market share in Europe is key

Sungwoo Lee is already very familiar with the European organisation as has previously worked as a construction equipment sales manager at Hyundai’s European subsidiary from 2005 to 2009. This has provided him with a good understanding of the dealer network, European market requirements and culture. In his new role, SW Lee will focus on a proactive sales strategy, aiming to further grow the European dealer network, setting up a key account management structure and an advanced market oriented product strategy. He also plans to lead HCEE into gaining an increased profitable market share in the coming years.

SW Lee said of 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. We will continue to focus on the 3 E’s: embrace our dealer network, excel in what we do and engage our internal teams.”

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