Khaberni - Hyundai Motor announced today the appointment of Tarek Ismail Massad as President and CEO of its regional headquarters in the Middle East and Africa, effective from January 1, 2026.
In his new role, Mr. Massad will lead the strategies and operations of Hyundai and Genesis brands in the Middle East and Africa region. He will report directly to José Muñoz, the President and CEO of Hyundai Motor. Mr. Massad replaces Brian Park, who was recently promoted to the position of Senior Vice President and will assume the role of CEO for Operations at Hyundai Motor India. This appointment marks a milestone in the history of Hyundai Motor, as Mr. Massad becomes the first Arab executive to lead a regional headquarters for the global company.
On this occasion, José Muñoz, President and CEO of Hyundai Motor, stated:
"Tarek’s deep understanding of the Middle East and Africa region, along with his extensive experience and outstanding leadership, will play a pivotal role in achieving our ambitious growth goals in a dynamic and rapidly evolving region that is rich with opportunities. I am confident that Tarek will enhance our position in strategic markets, while ensuring the delivery of exceptional customer experiences, in line with the core values of our brands."
For his part, Mr. Massad said: "It is an honor for me to take on this responsibility at this pivotal time for Hyundai Motor, as the Middle East and Africa region offers unique opportunities for innovation and growth. We will work, in cooperation with our partners and our extensive distribution network, to strengthen our leading position in the markets through advanced products and services specifically designed to meet the requirements of local markets, while enhancing our regional presence. Hyundai Motor will continue its ambitious plans to establish manufacturing centers in the Middle East, including assembly plants in Egypt and soon in Algeria, in addition to its leading industrial project in Saudi Arabia."
He added: "We express our deep appreciation for the trust and loyalty of our customers, and we reaffirm our commitment to delivering exceptional experiences and strengthening robust relationships with the communities we serve."
It is worth noting that Mr. Tarek Massad is a veteran executive with more than 20 years of experience in multinational companies and managing large-scale regional executive projects and programs, holding a PhD in Business Administration from the prestigious Ain Shams University in Cairo. He joined the regional headquarters of Hyundai Motor in 2023 as Director of Strategy and Planning, before being promoted to Director of Sales Management and Planning in early 2025.
