Hyundai Construction Equipment appoints Sungwoo Lee as new Managing Director for Europe

HCEE (Hyundai Construction Equipment Europe) announces the appointment of Sungwoo (SW) Lee as its new Managing Director effective December 1, 2019. SW Lee, who has been with the Hyundai Group for more than 20 years, boasts a long international sales career for his position in Europe. SW Lee replaces Mr. J.H. Chun, who returns to South Korea, where he will lead the international marketing team of HCE (Hyundai Construction Equipment).

Profitable growth of European market share is key

Effective December 1, 2019, Mr. Sungwoo Lee has been officially appointed as HCEE's new Managing Director. Mr. Lee is already very familiar with the European organization. From 2005 to 2009, he worked as a Construction Equipment Sales Engineer at the European subsidiary. As a result, he has a good knowledge of the dealer network and European market requirements and culture.

SW Lee will focus on a proactive sales strategy. By further expanding the European dealer network, setting up a key account management structure and executing an advanced market-oriented product strategy, he aims for HCEE to capture greater profitable market share in the coming years.

SW Lee commented on his appointment as follows, "At HCEE, we aim to become a major player in the global construction equipment industry. In the stabilizing European market, we want to increase our market share in a sustainable and profitable way. Growth in our market share will lead to increased visibility of our brand. Improving quality and quantity, both of our organization and of our dealer network, are our main goals to achieve this. We will continue to focus on the 3 E's - Embrace, Excel, Engage - by embracing our dealer network, excelling at what we do and engaging our internal teams."