2026 will start with a new head of KIA's European division

KIA’s European division will have a new head from 1 January 2026. Soohang Chang, currently responsible for the Middle East and Africa region, will take on the role of President and CEO of KIA Europe, with the stated goal of driving the transition to electric mobility in this market, which is so important for the South Korean firm.

This appointment marks the return of a South Korean-born executive to lead the brand’s European operations, following the departure of his predecessor, Marc Hedrich. The latter, however, is not leaving the company, as he will return to lead KIA France, a post he previously held between 2021 and 2023. Hedrich will return to France with the aim of driving the company’s growth in one of the most competitive markets on the continent at the moment.

With the start of the new year, Chang will take the helm of KIA Europe backed by his extensive international career. Before leading the South Korean firm’s division in the Middle East and Africa, he spent more than a decade working in Europe, so he already knows the brand’s headquarters in Frankfurt perfectly well.

KIA looks to the future with ambition

His main mission will be to strengthen KIA’s competitiveness and sales on the Old Continent, at a time of profound transformation in the automotive sector. At KIA’s headquarters in South Korea, they highlight the fact that Chang has already demonstrated his ability to meet the targets set in various markets, and they are confident that he will apply that experience to guide the brand’s growth in one of the most dynamic regions in the world.

Finally, it should be noted that, as far as we know today, Chang plans to prioritise the electrification of the brand in the European market, taking a new and important step forward in the company’s roadmap for its electric models, while also seeking to strengthen partnerships and customer loyalty to the South Korean brand.