Recently, Hyundai Auto Canada named Steve Flamand, a seasoned Canadian automotive executive, its new president and CEO. He will be in charge of the Genesis and Hyundai brands in the North American country. Since February 2018, Flamand has held several leadership positions with the company, most recently as executive director of sales and digital strategy. The CEO of Hyundai and Genesis Motor North America, Randy Parker, will be his direct supervisor.
Don Romano, who was president and CEO for more than ten years, is succeeded by Steve Flamand. Romano was elevated to the positions of advisor for Hyundai Motor Pacific and president and CEO of Hyundai Motor Australia. Romano made Hyundai Canada the second-largest import brand in Canada by leading the company to record retail sales and market share during his tenure there.
Randy Parker said he was confident Flamand could lead Hyundai in Canada because of his vast experience in a variety of international roles and his customer-focused approach.
“I can’t think of a better person to lead Hyundai in Canada than Steve. He brings invaluable experience through his numerous positions across the globe, matched with a customer-focused mindset and Canadian roots,” Parker said.
The appointment also comes amid the news of the 2026 Hyundai IONIQ 9, a fully electric three-row SUV and, most importantly, part of Canada’s most awarded lineup of EVs. It is redefining its segment with a range of 500 to 539 kilometres. The vehicle’s robust 110.3 kWh battery charges from 10% to 80% in just 24 minutes, offering both performance and practicality.
Hyundai Auto Canada, the Ontario-based subsidiary, was established in 1983 and was the first such expansion initiative of Hyundai Motor Company outside Korea. As of March 2025, the company provides a diverse range of technology-rich cars, SUVs, and electrified vehicles through over 250 dealerships across the North American country. Hyundai is also the official automotive partner of the NHLPA (National Hockey League Players’ Association) and NHL (National Hockey League) in Canada.
Who Is Steve Flamand?
Steve Flamand is an accomplished Canadian automotive executive who has worked in the field for more than thirty years. He moved to Ontario when he was a teenager, having been born in Blainville, Quebec. His degrees include an MBA from Queen’s University and a Bachelor of Science in Mechanical Engineering.
At General Motors (GM), where he started his career, Steve Flamand held a number of executive roles in Canada, the United States, Europe, South Korea, and China. He has so far worked in fields like manufacturing, labour relations, product marketing, quality assurance, portfolio planning, corporate strategy, sales, service, and marketing for more than thirty years.
In February 2018, Steve Flamand became the executive director of sales and digital strategy at Hyundai Auto Canada Corp (HACC). He eventually rose to roles like executive director of sales and digital strategy, greatly advancing the company’s expansion. Flamand took over the management of the Hyundai and Genesis brands in Canada when he was named president and CEO of HACC in March 2025.
Steve Flamand’s new position will involve overseeing day-to-day operations for the Hyundai and Genesis brands in Canada. This involves managing 31 distributors for Genesis and 226 Hyundai dealers across the country. While directing the strategic vision for both brands, his main goal will be to improve customer experiences through digitisation in all facets of the company.
As the automotive sector changes due to the popularity of hybrids and electric cars, Flamand’s leadership is anticipated to spur innovation in Hyundai Auto Canada, apart from improving overall consumer experiences.
“Under Steve’s leadership, Hyundai has experienced remarkable growth over the past seven years, reaching record sales,” Romano said of Steve Flamand’s leadership during his time at Hyundai Canada. Flamand’s contribution to the company’s diversity initiatives was also emphasised by Romano.
Hyundai Auto Canada Starts 2025 On A Solid Note
Hyundai Auto Canada started 2025 on a solid note, as it witnessed a significant rise in sales in the month of January. With 9,200 units sold, the period marked a 30.3% increase compared to the previous year. This achievement represents the company’s best January sales performance to date. The TUCSON, ELANTRA, and KONA models were the top sellers, with the TUCSON leading at 2,286 units.
“The IONIQ 5 electric vehicle continued its strong performance with 1,375 units delivered in January. Hyundai’s electrified vehicles, including electric, hybrid, and plug-in hybrid models, accounted for nearly 40% of total sales. In total, 3,646 electrified units were sold during this period,” reported the DriveSpark.
Comparable year-over-year data also revealed substantial growth in electrified vehicle sales. The IONIQ 5 saw a remarkable increase of 244.6%, while the TUCSON PHEV experienced an impressive rise of 387.9%. However, some models like the KONA EV and IONIQ 6 saw declines of 55.3% and 67%, respectively.
“In terms of overall model performance for January, the TUCSON recorded a significant growth of 70%, while the ELANTRA increased by 17.2%. The SANTA FE also showed strong results with a rise of 114.6%. Conversely, the KONA experienced a decline of 32.3% in sales compared to last year. The SONATA model achieved an extraordinary increase in sales by 835.7%, albeit from a low base figure last year. Meanwhile, the SANTA CRUZ saw a decrease of 38.9% in its sales numbers,” DriveSpark noted.
Image Credits: Hyundai Auto Canada