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Hyundai Auto Canada Appoints Steve Flamand As New President And CEO Following Don Romano's Tenure
Steve Flamand, a seasoned Canadian automotive executive, has been appointed as the new president and CEO of Hyundai Auto Canada Corp. He will oversee both the Hyundai and Genesis brands in Canada. Flamand joined the company in February 2018 and has held various leadership roles, most recently as executive director of sales and digital strategy. He will report directly to Randy Parker, CEO of Hyundai and Genesis Motor North America.
Flamand succeeds Don Romano, who served as president and CEO for over a decade. Romano has been promoted to president and CEO of Hyundai Motor Australia and advisor for Hyundai Motor Pacific. During his time at Hyundai Canada, Romano led the company to record retail sales and market share, making it the second largest import brand in Canada.
Randy Parker expressed confidence in Flamand's ability to lead Hyundai in Canada, citing his extensive experience across various global positions and his customer-focused mindset. "I can’t think of a better person to lead Hyundai in Canada than Steve," said Parker. "He brings invaluable experience through his numerous positions across the globe, matched with a customer-focused mindset and Canadian roots."
Flamand's career spans over three decades in the automotive industry, covering areas such as manufacturing, labour relations, product marketing, quality assurance, portfolio planning, corporate strategy, sales, service, and marketing. Originally from Blainville, Quebec, he moved to Ontario during his teenage years and later earned degrees in mechanical engineering and an MBA from Queen’s University.
In his new role, Flamand will manage daily operations for both Hyundai and Genesis brands in Canada. This includes overseeing 226 Hyundai dealers and 31 Genesis distributors nationwide. His focus will be on enhancing customer experiences through digitization across all business aspects while guiding strategic vision for both brands.
Romano praised Flamand's leadership during his tenure at Hyundai Canada: "Thanks to Steve’s leadership, Hyundai achieved incredible growth over the past seven years attaining record sales." Romano also highlighted Flamand's role in establishing diversity initiatives within the company.
Hyundai Auto Canada's Legacy
Hyundai Auto Canada was established in 1983 as the first subsidiary of Hyundai Motor Company outside Korea. Headquartered in Markham, Ontario, it offers a technology-rich lineup of cars, SUVs, and electrified vehicles across more than 250 dealerships nationwide. The company is also an official automotive partner of the NHLPA and NHL® in Canada.
Flamand expressed excitement about his new role: "Don leaves behind big shoes to fill... I look forward to working alongside the team... reinforcing the brands’ leadership in technology." His appointment marks a significant step towards maintaining Hyundai's position as an industry leader amidst evolving market dynamics.
The company has been recognized among Canada's Top 50 Best Workplaces™ by Great Place to Work® Institute for seven consecutive years. This recognition underscores its commitment to fostering an inclusive work environment that supports employee growth while driving business success.
"Using the advanced digital framework Steve spearheaded... Hyundai and Genesis are prepared for challenges facing Canadian automotive market," concluded Romano.
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