Tarek Mosaad, the new boss of Hyundai Middle East & Africa

The appointment of Tarek Ismail Mosaad to lead Hyundai’s operations in the Middle East and Africa marks a major milestone in the automaker’s growth strategy across two strategic markets.

A rare combination of academic excellence and international operational experience

Joining Hyundai in 2023, Mosaad quickly climbed the ranks, demonstrating his ability to drive complex strategies in a rapidly evolving automotive sector.
Holding a Doctorate in Business Administration from Ain Shams University, Tarek Mosaad brings to his new role a rare combination of academic expertise and international operational experience. Prior to his recent appointment, he successively held the positions of Director of Strategy and Planning, then Director of Sales and Planning, demonstrating his mastery of challenges related to growth, competitiveness, and understanding the diverse markets of the Middle East and Africa.

In his expanded role as President and Chief Executive Officer for the Middle East and Africa, he reports directly to José Muñoz, President and CEO of Hyundai Motor Company. His predecessor, Bryan Park, was promoted to Senior Vice President at Hyundai Motor India, leaving Mosaad to lead a region with significant potential.

A changing regional context

The Middle East and Africa represent dynamic growth territories for the global automotive industry. According to estimates from specialized consulting firms, demand for new vehicles in the MEA (Middle East & Africa) region is expected to grow at a pace above the global average, driven by urbanization, the emergence of a middle class, and national policies supportive of the automotive industry. This context offers Hyundai a strategic opportunity to expand its presence, adapt its product ranges, and invest in local capabilities.

For several years, Hyundai has accelerated its local initiatives: the company notably has production units in Egypt and Algeria, two key countries for vehicle assembly and distribution in the region. A large-scale industrial project in Saudi Arabia has also been announced, aligned with Saudi Arabia’s Vision 2030 and its ambition to develop a local automotive industry. In this context, Mosaad’s role will be central in coordinating these various industrial and commercial operations.

“The Middle East and Africa are markets full of opportunities”

Upon his appointment announcement, Tarek Mosaad emphasized the opportunities offered by these markets: “The Middle East and Africa are markets full of opportunities”. This statement, from the official press release published in December 2025, reflects his conviction that the region is not just a geographic extension for Hyundai, but a fertile ground for innovation, employment, and brand anchoring with customers.

Mosaad highlighted the importance of strengthening relationships with local consumers and communities: he intends to improve the customer experience, adapt the product offering to the specific needs of each market, and develop corporate social responsibility programs tailored to local realities. This focus on proximity and adaptation is often cited as a key element for automotive brand success in culturally diverse environments.

The automotive industry is undergoing a profound transformation, marked by electrification of vehicle ranges, digitalization of services, and increased competition in the utility, SUV, and zero-emission segments. In this context, appointing an executive with strong strategic experience represents an asset for Hyundai, which must not only consolidate its traditional market shares but also adapt to new consumer expectations.