Hyundai Middle East CEO: Tarek Mosaad Takes Regional Leadership
Hyundai Motor Company has appointed Tarek Mosaad as Hyundai Middle East CEO, effective January 1, 2026, marking the first time an Arab executive has led a regional headquarters for the South Korean automaker.
Mosaad will oversee Hyundai and Genesis brand strategies across the Middle East and Africa region. He succeeds Bryan Park, who has been promoted to Senior Vice President and Chief Operating Officer at Hyundai Motor India.
Key Takeaways
- First Arab executive to lead Hyundai regional headquarters in company history
- Bryan Park transitions to COO role at Hyundai Motor India after leading MEA region
- Manufacturing expansion planned across Saudi Arabia, Egypt, and Algeria
Historic Appointment Marks Leadership Shift
The Hyundai Middle East CEO position represents a significant milestone for regional representation in the global automotive industry. Mosaad brings over two decades of multinational business experience and holds a Doctorate in Business Administration from Ain Shams University in Cairo.
He joined [[internal:hyundai-mea-headquarters|Hyundai’s regional headquarters]] in 2023 as Director of Business Strategies & Planning before advancing to Director of Sales & Planning in early 2025. He will report directly to José Muñoz, President and CEO of Hyundai Motor Company.
“Tarek’s deep understanding of the Middle East and Africa region, combined with his proven experience and strong leadership, will be instrumental in helping us achieve our ambitious growth plans,” Muñoz said. He added that the region represents significant opportunity for the automaker.
Manufacturing Expansion Plans Take Center Stage
Mosaad outlined aggressive manufacturing expansion plans during the announcement. The company operates assembly plants in Egypt and is preparing to launch operations in Algeria. However, the flagship project remains the planned manufacturing facility in Saudi Arabia.
“We will continue our ambitious plans to establish manufacturing hubs in the Middle East,” Mosaad said. The Saudi Arabia facility aligns with Vision 2030 initiatives to diversify the kingdom’s economy beyond oil revenues.
The announcement provided no timeline or investment figures for the Saudi manufacturing project. Hyundai maintains [[external:http://worldwide.hyundai.com|operations in over 200 countries]] with more than 120,000 employees globally.
Strategic Transition as Park Moves to India
Bryan Park’s promotion to Chief Operating Officer at Hyundai Motor India reflects the company’s focus on South Asian market growth. India represents one of Hyundai’s largest markets outside South Korea. The transition takes effect simultaneously with Mosaad’s appointment on January 1, 2026.
Park led the Middle East and Africa region during a period of market expansion. The company has prioritized electric vehicle adoption and hydrogen fuel cell technology as part of its global sustainability strategy.
What’s Next for Regional Operations
Mosaad emphasized maintaining relationships with the company’s distributor network across the region. The Middle East market faces increasing competition from Chinese automakers and growing consumer demand for electric vehicles.
The Hyundai Middle East CEO role will require navigating diverse regulatory environments across more than 60 countries in the region. Additionally, the company must balance traditional internal combustion vehicle sales with the transition to zero-emission technologies.
Industry analysts will watch whether Mosaad’s regional expertise translates into market share gains against competitors like Toyota, Nissan, and emerging Chinese brands. Further details about the Saudi manufacturing project timeline are expected in 2026.
