Ford Korea Changes Name After 30 Years... Launches "FL Auto Korea"

Ford Sales & Service Korea announced on January 20 that it will change its company name to FL Auto Korea Company after 30 years in the Korean market and strengthen its strategy for the Korean market by transitioning its business operation system.

FL Auto Korea will shift to a dealer-centric system under Ford Motor Company's Asia-Pacific distribution market. Since the establishment of Ford's Korean subsidiary in 1995, the official dealer Sunin Motors has been involved, and now holds ownership of FL Auto Korea, overseeing all sales and services for Ford and Lincoln in Korea.

Yoon Dong Lee has been appointed as the new CEO of FL Auto Korea. Lee is an automotive expert who has held key positions at global brands such as Hyundai Motor, BMW Group Korea, and Audi Volkswagen Korea.

The new CEO stated, "We will further strengthen the brand's competitiveness based on Sunin Motors' 30 years of accumulated experience and Ford's global DNA," adding, "We will focus our capabilities on innovating customer touchpoints and providing a differentiated brand experience."

Yoon Dong Lee, CEO of FLOTO Korea. Provided by FLOTO Korea

This year, FL Auto Korea will launch four new Ford and Lincoln models, marking a full-scale entry into the market. First, the Lincoln Nautilus Full Hybrid will introduce a new eco-friendly powertrain. Next, the brand will expand its urban adventure SUV lineup by unveiling the new trim, Ford Explorer Tremor, for the first time in Korea, which is the best-selling model of the brand. In addition, the company will continue its leadership in the full-size flagship SUV segment with the launch of the completely redesigned Ford Expedition and Lincoln Navigator.