Hyundai Material Handling is ramping up its European ambitions with a new growth strategy, a bigger dealer network and a major push into electric forklifts.
Rachel's take
Electrification, a bigger dealer network and an expanded sales operation is a hiring plan in disguise. Strategy on a slide only becomes growth when you put the right commercial people behind it.
Rachel Lunn, Founder, EvaraElectrification at the centre
The company says it is intensifying its focus on Europe through the systematic electrification of its product portfolio and a significant expansion of its sales operations, with electrification, delivery reliability and dealer expansion underpinning the plan.
The push sits within HD Hyundai XiteSolution, created in 2023 to make forklift and warehouse technology one of the group's key strategic pillars.
Leadership for the European market
Dongjoon Lee, known as DJ, has led Hyundai Material Handling's European operations as head of division since January 2026. He was previously head of global sales and brings more than 25 years of international leadership experience within the group.
His appointment underlines the importance Hyundai is placing on Europe as a growth market.
What this means for commercial teams
- An aggressive electrification and dealer strategy usually accelerates commercial hiring across sales and channel roles.
- Manufacturers expanding sales operations compete hard for people who can grow a dealer network and win direct accounts.
This summary is based on reporting by Materials Handling & Logistics News. Read the original article.
