HCEE (Hyundai Construction Equipment Europe) announces the appointment of Sungwoo (SW) Lee as the new Managing Director with effect from 1st December 2019. With over 20 years of service at the Hyundai group, SW Lee brings a longstanding international sales career to Europe. SW Lee replaces mister 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

As of December 1st 2019 Mr. Sungwoo Lee was officially appointed as new Managing Director for HCEE. Mister Lee is already very familiar with the European organization. Working as a Construction Equipment Sales Manager in the European subsidiary from 2005 till 2009, he has a good understanding of the dealer network, the European market requirements and culture.


SW Lee 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, he plans to lead HCEE into gaining an increased profitable market share in the coming years.


SW Lee commented on his new appointment, he 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 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.”