There’s a new boss at Hyundai Auto Canada.

Executive director of sales and digital strategy Steve Flamand has been promoted to president and CEO, overseeing the Hyundai and Genesis brands in Canada.

The veteran Canadian automotive executive, who joined the company in February 2018, replaces longtime Hyundai Canada CEO Don Romano, who now serves as president and CEO of Hyundai Australia and an advisor for the Hyundai Asia Pacific Region. Flamand reports directly to Randy Parker, CEO of Hyundai and Genesis Motor North America.

“I can’t think of a better person to lead Hyundai in Canada than Steve,” Parker said. “He brings invaluable experience through his numerous positions across the globe, matched with a customer-focused mindset and Canadian roots.

“With the rise of EVs and hybrids, more competitor brands on the way and the increased need to provide convenience and transparency to customers, the automotive industry has never been more fast-paced than it is now. Steve has an authentic passion for his work and an entrepreneurial spirit that will serve our team members, dealers and employees well in the future.”

In a news release, Hyundai Auto Canada said Flamand has covered the full spectrum of the industry in his more than three decades in automotive, including manufacturing, labor relations, product marketing, quality assurance, portfolio planning, corporate and digital strategy, sales, service and marketing.

Much of that career was spent with General Motors, for which he worked 25 years in a wide variety of roles based in Canada, the U.S., South Korea and China.

“Don leaves behind big shoes to fill, but as someone who has been admiring Hyundai and Genesis long before I joined the company, it’s truly an honor to take on this new role,” Flamand said. “I look forward to working alongside the team and our dealers to continue establishing an industry-leading ownership experience for our customers and reinforcing the brands’ leadership in technology and future mobility.”

During Romano’s 10 years with Hyundai Canada, the company posted record retail sales and market share, growing to become the second-largest import brand in Canada. He led the Canadian launch of Genesis, which has become the fastest-growing luxury brand in Canada with seven consecutive years of growth.

Romano said Flamand’s leadership was instrumental to Hyundai’s rise to becoming fourth-largest automotive brand overall in Canada for the first time in the company’s history.

“Steve was also a major force in establishing our diversity vision and advocating for women and minorities in key positions to ensure Hyundai’s success is sustainable as the world and our business environment changes at an increasingly rapid pace,” Romano said.

In his new role, Flamand will lead the daily operations of Hyundai and Genesis in Canada, as well as its network of 226 Hyundai dealers and 31 Genesis distributors nationwide, with a focus on enhancing the customer experience through digitization throughout the entire business and guiding the strategic vision for the brands.

“Using the advanced, industry-leading digital and organizational framework Steve spearheaded in the past few years, Hyundai and Genesis in Canada are absolutely prepared for the challenges and changes that will face the Canadian automotive market this year and in years ahead,” Romano said.