Hyundai Motor Asia Pacific (HMAP) has announced the appointment of Yukontorn Wisadkosin, widely known as Vickie, as its new ASEAN President, effective March 2, 2026. In her new role, she will oversee Hyundai’s integrated operations across five key Southeast Asian markets: Indonesia, Thailand, the Philippines, Malaysia, and Vietnam.

Vickie will report directly to Don Romano, the newly appointed President of Hyundai Motor Asia Pacific, and will play a central role in shaping the brand’s next stage of regional expansion.

As ASEAN President, Vickie’s primary responsibility will be to translate the Asia Pacific headquarters’ broader strategies into cohesive, on-the-ground execution across Southeast Asia. Her leadership will focus on driving strategic integration, enhancing collaboration among country operations, and ensuring long-term, sustainable growth throughout the region.

The appointment signals Hyundai’s intent to create a more unified and agile ASEAN structure — one capable of responding quickly to shifting market demands while maintaining consistent brand strength across diverse markets.

Vickie brings more than 20 years of senior leadership experience spanning the automotive and consumer sectors. Prior to joining Hyundai, she served as President of ASEAN Markets and Asia Pacific Distributor Markets at Ford Motor Company, where she led expansion initiatives across multiple countries and delivered consistent performance in highly competitive environments.

Her extensive regional knowledge, combined with practical operational expertise, positions her strongly to guide Hyundai’s growth strategy in ASEAN’s fast-evolving automotive landscape.

According to Don Romano, Vickie’s deep understanding of Southeast Asian markets and her leadership credentials make her ideally suited to steer Hyundai’s regional ambitions. Her appointment also underscores Hyundai’s ongoing commitment to strengthening female leadership representation at the global level.

Expressing enthusiasm about her new role, Vickie shared that she looks forward to working closely with teams across ASEAN to accelerate transformation efforts and build stronger regional alignment. Her focus will center on delivering sustainable value to customers, partners, and stakeholders while reinforcing Hyundai’s competitiveness in the region.

This leadership move further reinforces Hyundai Motor Asia Pacific’s strategy to build a future-ready ASEAN organization — one that is more integrated, resilient, and strategically aligned with the company’s broader Asia Pacific vision.

With ASEAN continuing to emerge as a dynamic and strategically important automotive market, Vickie’s appointment marks a significant step in Hyundai’s long-term regional growth journey.