Kia Motors Europe said Won-Jeong Jeong had been appointed president, overseeing the brand's Frankfurt, Germany-based European operations.

In his new role, Jeong will oversee the launch of Kia's new brand identity in Europe, through which it aims to raise perceptions as a leader in electrification, particularly among millennial and Gen-Z consumers.

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This forms a key tenet of 'Plan S', the company's mid- to long-term strategy aimed at establishing a leadership position in the future automotive industry.

With extensive experience across the automotive value chain, as well as expertise in Kia's overseas operations, Jeong is ideally placed to drive the company's transition towards EVs and mobility solutions, Kia said.

Jeong said: "Kia's corporate and product design identity is being revamped in order to surpass the expectations of our target customers. The European market is playing an important role in the brand's worldwide efforts to popularise electrification, mobility services, connectivity and autonomy, and I'm excited to work with the team there to progress this."

Prior to this position, Jeong has worked his way through an array of management roles. He started his career with Hyundai Motor Group in 1992, and, most recently, held the position of vice president global business planning group in Korea and, before that, president of Kia Motors Russia.

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Jeong has also made a major contribution to the growth of Kia's European sales in recent years, having previously held roles at Kia Motors UK and Kia Motors Europe.