Korean car manufacturer Kia, part of the Hyundai Group, will get a new leader for its European division in the new year. Soohang Chang, the current head of the Middle East and Africa region, is set to take over as President and CEO of Kia Europe from January 1, 2026, with a focus on rapid electrification.
With Chang’s appointment, a South Korean executive will once again lead Kia’s operations in Europe. His predecessor, Marc Hedrich, remains with the company but is stepping down to take on a new role.
Kia Corporation has announced that Marc Hedrich has been appointed President of Kia France, effective January 1, 2026, replacing the current President of Kia France, Tae Kun Yang.
‘Extensive global experience’
His successor, Soohang Chang, brings ‘extensive global experience,’ according to Kia. Before he was appointed Head of the Middle East and Africa region at Kia, he spent over a decade working in Europe.
Chang is therefore familiar with the automaker’s Frankfurt-based European headquarters. He is tasked with “leading Kia’s strategy to enhance competitiveness and sales across the region,” Kia stated.
Accelerating electrification
In his new role, Chang will focus on accelerating Kia’s electrification roadmap and sustainability initiatives in Europe, while reinforcing partnerships and customer engagement strategies.
“His proven ability to deliver results in diverse markets positions him to navigate the evolving European automotive landscape and drive Kia’s long-term growth in one of the world’s most dynamic regions,” the announcement made clear.
French growth
“After two years preparing the next phase of Kia Europe’s growth, Hedrich returns to the role he previously held from 2021 to 2023, bringing extensive experience and a proven track record in the French automotive market,” Kia also announced.
“His leadership will guide Kia France through its next phase of growth and strengthen the brand’s position in one of Europe’s most competitive markets. His deep understanding of local consumer trends and regulatory dynamics, combined with his prior achievements, make this a strategic move for Kia,” the company concluded.
