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2020 / 2021 Edition

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New managing director at HCEE

Sungwoo Lee

Sungwoo Lee appointed as managing director of Hyundai Construction Equipment Europe

HYUNDAI Construction Equipment Europe (HCEE) have announced the appointment of Sungwoo (SW) Lee as their new managing director with immediate effect. With more than 20 years of service at the Hyundai group, he brings a long-standing international sales career to Europe.

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

Having worked as a construction equipment sales manager in the European subsidiary from 2005 till 2009, SW Lee is already very familiar with the European organization and has a good understanding of the dealer network and 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, Mr Lee plans to lead HCEE in gaining an increasingly profitable market share in the coming years.

Commenting on his new appointment, SW Lee said: ‘At HCEE, we are striving to become a top player in the worldwide construction equipment business. In a stabilizing 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 organization and dealer network will be our primary goals to achieve this. We will continue to focus on the 3 Es: Embrace our dealer network, Excel in what we do and Engage our internal teams.’

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