Hyundai Motor Company (HMC) has appointed a new VP for the Middle East and Africa region. Bang Sun Jeong will be based at Dubai’s regional headquarters in the United Arab Emirates and oversee the day-to-day operations.

He will also be responsible for strengthening Hyundai’s presence and brand value across the MEA region, the company explained in a statement.

According to HMC, its new regional chief will draw on his ‘accumulated abundant experience’ at Hyundai Motor Company that will help maximise results in his new position.

Jeong has previously served as Hyundai’s VP of Asia Pacific, Africa and Middle East Operations Division and also held the Executive Director – sales and marketing role for Hyundai Motor India. Other roles at the auto-giant have included positions in Poland and Turkey.

Jeong said he was delighted be named as the new VP of Middle East and Africa for Hyundai Motor Company.

“It is a company that I know very well having gained vast knowledge of the brand during my career,” he said. “As the VP of MEA at such an important phase, I am compelled by a strong responsibility to confront the challenges ahead of us. In 2019, we made solid progress and moved forward despite the challenges faced in the previous year.

“It is essential we build on this success in 2020 and I forward to helping sustain our growth momentum to reach our best sales record, and in doing so, we hope to set a new milestone in our journey.”

Jeong replaces Mike Song, who has been promoted and will now work with the Genesis Division Headquarters.

Song added: “Jeong has strong knowledge of Hyundai Motor Company and I have no doubt that he will take the brand to the next level in the Middle East and Africa region. “In what was a challenging 2019 year for the whole industry, Hyundai still made significant sales and at the same time, the company cemented its position as a global brand in the automotive industry.”