IRVINE, Calif. -

An industry veteran who has experience with three different automakers most recently was involved with a large, privately held dealership group in the Northeast is now joining Kia Motors America as vice president of sales.

Kia recently announced Bill Peffer will assume his new role effective on July 24.

Peffer — who joins the automaker from Balise Motor Sales –– will oversee Kia’s regional and corporate sales operations in the United States and report to chief operating officer and executive vice president Michael Sprague.

“Bill Peffer brings vast experience and a global perspective to Kia’s U.S. operations and we are pleased to welcome him to the team," said Justin Sohn, president and chief executive officer of Kia Motors America.

“Bill’s commitment to dealers and focus on the customer experience are a perfect fit for Kia and his arrival will bolster our efforts to increase demand for our award-winning vehicles,” Sohn continued in a news release.

During the course of more than 20 years at General Motors, Nissan North America and Ford, Peffer held a number of high-profile posts such as vice president of sales and service for Cadillac and managing director and CEO of Nissan Australia.