SHERIDAN, WYOMING - November 28, 2025 - Hyundai Auto Canada has appointed long-time executive Ken Maisonville as chief operating officer (COO), reinforcing its focus on operational excellence and customer experience as the brand navigates intense competition, electrification and shifting consumer expectations in the Canadian automotive market.
New COO Role Unifies Sales, Marketing and Aftersales
In his newly created role, Maisonville will oversee Sales, Marketing and Aftersales, bringing these core commercial functions under a single leadership umbrella. The move is designed to accelerate decision-making and align strategies across the full customer journey, from brand awareness and lead generation to purchase, ownership and long-term retention.
For Hyundai's more than 250 dealerships across Canada, a unified COO function is expected to streamline communication, clarify priorities and ensure that retail programs, incentives and aftersales initiatives work together more coherently in support of volume, profitability and customer satisfaction goals.
25 Years of Hyundai Canada Experience at the Helm
Maisonville brings over 25 years of experience with Hyundai Auto Canada to the COO position, having held multiple leadership roles across the organization. This internal promotion signals the company's confidence in leaders who deeply understand its culture, dealer network and operating model in Canada.
His track record in adapting to evolving market dynamics has made him a trusted figure within the organization. That experience will be critical as Hyundai continues to balance growth in SUVs and electrified vehicles with the need to support dealer partners through inventory cycles, regulatory requirements and shifting consumer finance conditions.
People-Centric Leadership for a Changing Automotive Market
Beyond his operational credentials, Maisonville is described as a leader with a strong passion for people development. Hyundai notes that he is committed to fostering a culture of growth, engagement and innovation, reflecting the company's broader positioning as one of Canada's Top 50 Best Workplaces™ for seven consecutive years.
In practice, that focus on talent and culture should translate into:
- Stronger cross-functional collaboration between corporate teams and dealers.
- Enhanced training and development programs for sales and service staff.
- Greater emphasis on data-driven decision-making supported by empowered teams.
This people-centric approach is increasingly important as automotive retailing in Canada becomes more complex, with omnichannel customer journeys, electrification and advanced in-car technologies demanding new skills at every level of the organization.
CEO Backs Appointment as Strategic Growth Lever
Steve Flamand, president and CEO of Hyundai Auto Canada, underscores the strategic importance of Maisonville's new role. "Ken's vision and leadership have been instrumental in shaping our success. As chief operating officer, he will help Hyundai Canada accelerate into the next gear, driving stronger synergies across the organization and steering us toward delivering exceptional experiences for our customers. This is an exciting milestone for our company and a testament to our commitment to growth and excellence."
For Hyundai's Canadian stakeholders-dealers, financing partners, fleet customers and suppliers-the appointment signals continuity in leadership combined with a sharpened focus on execution and customer outcomes.
Hyundai Canada's Brand and EV Momentum Provide a Platform
Established in 1983 and headquartered in Markham, Ontario, Hyundai Auto Canada was the first Hyundai Motor Company subsidiary outside Korea. Today, it offers Canadian consumers a technology-rich lineup spanning cars, SUVs and electrified vehicles, positioning the brand firmly within the country's Automotive & Mobility transition.
The company's role as the official automotive partner of the National Hockey League Players' Association (NHLPA) and the National Hockey League (NHL®) in Canada further strengthens its visibility and brand equity. Combined with its sustained recognition as a top workplace, these factors provide Maisonville with a strong platform from which to drive operational improvements, deepen customer loyalty and support dealers as they invest in EV infrastructure and digital retail capabilities.
For additional information on Hyundai Auto Canada's leadership and operations, interested stakeholders are encouraged to consult the company's official channels.
For more information about Hyundai Auto Canada's leadership, products and dealer network, visit https://www.hyundaicanada.com/.