Han Sung Motor, the official Mercedes-Benz dealer in Korea, announced Friday that it will name Ulf Ausprung as its new chief executive.

The new CEO’s 18 years of experience in automobile industry, which mainly focuses on sales and marketing, were decisive factors for him to be selected, the company said in a statement.

His experiences encompass working in a variety of regions including China, where he worked as a senior manager at a local deaer for six years. The CEO also spent few years in the Middle East as a CEO at a local auto importing company.

Han Sung Motor said it believes his career in North East Asia and Middle East consumer market will contribute much to the company’s future.

“I hope I can learn Korean culture in a short period of time to help me better understand the local consumers,” the appointee said. “I have no doubt that my background will be a great help to Han Sung Motor’s development.”

Han Sung Motor’s outgoing CEO Lee Geon-ung, will be assigned to lead Han Sung Investment as a CEO.

By Monica Suk (monicasuk@heraldcorp.com)