With a transparent expansion technique, the systematic electrification of its product portfolio and a vital enlargement of its broker community, Hyundai Subject matter Dealing with is intensifying its focal point at the Ecu marketplace. Dongjoon “DJ” Lee has been in control of the corporate’s Ecu operations, as the top of department, since January 2026.
With the status quo of HD Hyundai XiteSolution in 2023, the HD Hyundai Staff has made the forklift and warehouse era trade one among its key strategic pillars. As an intermediate preserving corporate, HD Hyundai XiteSolution integrates the corporations HD Hyundai Building Apparatus and HD Hyundai Infracore (previously Doosan Infracore) and promotes group-wide synergies within the spaces of building, manufacturing and gross sales.
The appointment of DJ Lee, former head of world gross sales at headquarters, as head of the Ecu department, underscores the strategic significance of the Ecu marketplace. The skilled supervisor has greater than 25 years of world management enjoy throughout the Hyundai Staff.
“With the status quo of HD Hyundai XiteSolution, the Business Cars department has been strategically repositioned to function extra independently and competitively on an international scale,” explains DJ Lee. “Our purpose is to determine Hyundai Subject matter Dealing with in Europe as a top rate provider with a excessive stage of vertical integration and specifically brief supply instances.”
Hyundai is striking explicit emphasis at the electrification of its product vary. Following the a hit release of the high-voltage B-X collection within the 4 to 9-tonne vary, the corporate plans to unveil new electrical heavy-duty forklifts with load capacities of 10 to 18-tonnes in September 2026.
As well as, from November 2026, Hyundai will introduce a brand new vary of three-wheeled electrical forklifts within the entry-level section, from 1.5 to 2-tonnes. By way of 2028, all the electrical vary within the 1.5 to 5-tonne class is about to be comprehensively modernised and expanded.
Growth of the Ecu broker community
On the identical time, Hyundai is making an investment within the enlargement of its Ecu gross sales organisation. Within the first quarter of 2026 by myself, 9 new broker agreements had been signed in France, Italy and the Baltic area. An extra 20 gross sales companions are set to enroll in via the top of the 12 months. The community enlargement is focusing specifically on Germany, Spain and the United Kingdom.
“Competent and financially solid gross sales companions are a key issue for luck,” emphasises Lee. “Moreover, our shoppers get pleasure from extraordinarily aggressive supply instances. As soon as an order is gained, we ship automobiles to Europe inside roughly 3.5 to five months. As well as, we stay a variety of fashions in inventory, at once at our Ecu warehouse, making sure that decided on automobiles are to be had at brief understand.”
Top vertical integration as a aggressive merit
A key aggressive merit lies within the excessive point of vertical integration throughout the organization. By way of incorporating the part experience of HD Hyundai Infracore, Hyundai has in-house expertise within the spaces of engines, transmissions and hydraulic methods.
Towards the backdrop of world provide chain dangers and unstable uncooked subject matter markets, Hyundai is in particular strengthening the steadiness of its manufacturing. The primary manufacturing website online stays Ulsan in South Korea, with an annual capability of round 25,000 business vans.
Formidable expansion objectives in Europe
With a huge product portfolio, excessive supply reliability, a rising broker community and a constant electrification technique, Hyundai Subject matter Dealing with is pursuing formidable targets: throughout the subsequent 5 years, it targets to reach a marketplace proportion of 4-5% within the Ecu counterbalanced forklift marketplace.
