Genesis Motor America has appointed Erwin Raphael as COO, effective immediately.

Raphael will continue to be responsible for the direction and management of all Genesis operations in the US, including sales and marketing. He reports to Genesis Brand EVP and global head, Manfred Fitzgerald, based at headquarters in Seoul, South Korea.

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“Erwin has done an exceptional job leading the GMA team, engaging our US retailers and inspiring our partners,” said  Fitzgerald.

“When building a brand, you need an executive team that is just as strong on sales as they are on brand, product and marketing. Erwin has proven to be just that entrepreneurial-minded person for us in the US market.”

Raphael has led all Genesis operations in the US since March, 2016. In 2018, he orchestrated the Genesis Brand’s retail network transition process securing distribution licences in 50 States and Washington, District of Columbia, as well as improving customer engagement.

“With Erwin’s tireless and excellent efforts these last few years, the foundation for Genesis operations in the US is now firmly in place,” said Hyundai Motor North America, president and CEO, William Lee. “Erwin and his team can now progress the Genesis brand ever-forward in the luxury market.”

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Before heading Genesis operations in the US, Raphael led a variety of critical business units for Hyundai Motor America including general manager of the Western Region and director of Engineering and Quality.

Prior to joining Hyundai, Raphael held a number of leadership positions in vehicle development, engineering, manufacturing, quality, sales and marketing with Chrysler, Toyota Motor Manufacturing, as well as the International Truck and Engine Company.