Don Romano New Hyundai Australia CEO – What’s Next for the Brand?

Hyundai Motor Company Australia (HMCA) has pulled off a bold move, appointing Don Romano as its new President and CEO, effective today, 10 March 2025. Don Romano steps into the role after a decade at the helm of Hyundai Auto Canada (HAC), where he turned the brand into the country’s second-largest import nameplate and its leading mainstream EV seller. Not a bad rap sheet.

Replacing outgoing CEO Ted Lee—who stays on in an Executive Support role—Romano inherits a rapidly evolving Australian car market where Hyundai faces a crowded field of 74 competitors, soon to be 80. That’s a lot of elbows to the ribs, but if Romano’s record in Canada is anything to go by, Hyundai’s ready for the fight.

A Proven Leader with a Customer-First Approach

Romano is no stranger to taking on big challenges. During his time in Canada, he led Hyundai to record sales numbers, spearheaded Genesis’ launch, and pushed Hyundai’s market share up to 8.2%. Under his watch, the Canadian operation sold a staggering 1.38 million Hyundai and Genesis vehicles. While impressive, what stands out is his ability to navigate a shifting automotive landscape, from the rise of EVs to changing dealer models.

His leadership style has been marked by a strong commitment to dealer relations and customer experience, ensuring that Hyundai’s network not only sold cars but built long-term loyalty. His achievements have earned him accolades, including North American Champion for Diversity and Canada Black Book’s Industry Icon Award. Not just a numbers guy, Romano has been instrumental in fostering a fair and inclusive corporate culture, a trait that could serve Hyundai well in a diverse and competitive Australian market.

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ABOVE: Don Romano – HMCA CEO, Hyundai models

An Australian Market Like No Other

But Australia isn’t Canada, and Romano knows it. “With 74 competitor brands—expected to rise to 80 within the next 12 months—Australia is one of the most challenging automotive markets on earth,” he said. That’s corporate-speak for ‘this is going to be a wild ride.’

Hyundai Australia isn’t exactly struggling—it’s one of the country’s top-selling brands—but maintaining that position is no easy feat. With electrification on the rise, the battle for EV dominance is heating up, and Hyundai’s IONIQ range has fierce competition from Tesla, BYD, and an influx of Chinese newcomers. Add to that the push towards direct-to-consumer sales models, and Romano has a delicate balancing act ahead.

What This Means for Hyundai Australia

The appointment of Romano signals Hyundai’s intent to double down on innovation, customer experience, and its dealer network. His track record suggests he’s not afraid to shake things up, which could mean changes in how Hyundai Australia approaches its growing EV portfolio, dealership relationships, and brand positioning against the likes of Toyota and Kia.

One thing’s for sure: Hyundai’s new boss has a fight on his hands. But given his track record, you wouldn’t bet against him. Whether he’ll bring a fresh perspective to Hyundai’s strategy or simply fine-tune an already strong operation remains to be seen. Either way, Australian buyers should keep an eye on how this new chapter unfolds.

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