Hyundai’s Genesis Unit Names New Global Chief

Hyundai Motor Co. has appointed Yong-woo (William) Lee to head its Genesis luxury car unit, effective Nov 1.

He will succeed Manfred Fitzgerald, who is leaving the company to pursue other opportunities. Fitzgerald joined Hyundai in 2015 to help launch the fledgling Genesis brand.

Fitzgerald, who previously worked for Lamborghini, is credited with introducing the brand’s first three models and crafting a youth-oriented luxury image. Genesis currently offers the G70, G80 and G90 sedans, and it plans to add two crossovers and a sports coupe by 2021.

Lee, a 35-year Hyundai veteran, currently is executive vice president and advisor for the Americas. He previously was CEO of Hyundai North America and headed the carmaker’s operations in Brazil.

Lee also led the creation of Hyundai’s Innocean USA advertising agency in 2009 and headed sales for the carmaker’s Hyundai Mobis supplier affiliate.

In his new position, Lee will work with new Genesis North America CEO Mark Del Rosso to accelerate the brand’s U.S. sales and dealer network. Genesis also aims to expand into Australia, Canada, the Middle East and Russia.