FOUNTAIN VALLEY, Calif., Feb. 1, 2019 Erwin Raphael has been promoted to the position of Chief Operating Officer, Genesis Motor America, effective immediately. Erwin will continue to be responsible for the strategic direction and management of all Genesis operations in the United States, including sales and marketing. He reports to Manfred Fitzgerald, Executive Vice President and Global Head of the Genesis Brand based at the Genesis Headquarters in Seoul, South Korea. 

“Erwin has done an exceptional job leading the GMA team, engaging our U.S. retailers and inspiring our partners,” said Manfred Fitzgerald, Executive Vice President and Global Head of the Genesis Brand. “When building a brand, you need an executive team that is just as strong on sales as they are on brand, product and marketing. Erwin has proven to be just that entrepreneurial-minded person for us in the U.S. market and therefore I’m proud to announce his promotion.” 

Raphael has led all Genesis operations in the United States since March, 2016. In 2018, he orchestrated the Genesis Brand’s retail network transition process securing distribution licenses in 50 states and Washington D.C., and improving customer engagement. Erwin has also enabled the brand’s ability to win many awards and accolades including top brand rankings in the annual J.D. Power IQS and APEAL reports, MotorTrend 2019 Car of the Year, and the 2019 North American Car of the Year award for the Genesis G70, in addition to several other prominent awards. 

“With Erwin’s tireless and excellent efforts these last few years, the foundation for Genesis operations in the United States is now firmly in place,” said William Lee, President and CEO of Hyundai Motor North America, “Erwin and his team can now progress the Genesis brand ever-forward in the luxury market and realize it’s bright future.” 

Before heading Genesis operations in the United States, Raphael successfully led a variety of critical business units for Hyundai Motor America including General Manager of the Western Region and Director of Engineering and Quality. 

Prior to joining Hyundai, Raphael held a number of leadership positions in vehicle development, engineering, manufacturing, quality, sales and marketing with Chrysler LLC, Toyota Motor Manufacturing, and the International Truck and Engine Company.