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SsangYong Motor Company promotes Byung-Tae Yea as new CEO

SsangYong Motor CEO Byung-Tae Yea

SsangYong Motor has announced the promotion of chief operating officer Byung-tae Yea as its new chief executive.

Yea (pictured) joined SsangYong Motor Company in 2018 and has been serving as vice-president of marketing and chief operating officer.

He plans to expand SsangYong’s domestic sales and to pursue diversification of the overseas market actively based on his experience in automobile sales and marketing sectors both at home, and abroad.

“We will attract more customers by launching competitive products such as the Tivoli and Korando, writing a new success story that is growing one step further,” said Yea.

“I will make every effort to transform SsangYong Motors into a small but strong company with our unique attraction, as well as to solidify the company’s position as a global SUV automaker by strengthening the partnership between M&M (Mahindra and Mahindra) and SsangYong.”

Yea has had a “lengthy career” in the automotive industry, starting with the Hyundai Motor Company in 1982. 

He has held the position of president - marketing and product at Hyundai-Kia Motors in its regional offices in Asia, the Middle East and in Europe, and he was also vice president and head of Hyundai Commercial Vehicles.

Chairman of the SsangYong Motors Board of Directors, Dr Pawan Kumar Goenka, said: "The SsangYong Motors board is delighted to welcome Mr Yea to the family and believes that his rich and varied knowledge of product, marketing and exports will continue to build the legacy of SsangYong Motors as the most respected Korean automotive company."

Mr Yea has expressed the importance of continuous improvement of product planning and design, flexible thinking, quick application and execution of new ideas.

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