Hyundai Motor America has established a new division, with a new leader.

Michel Poirier, formerly of Hyundai Auto Canada, has been named to the newly created position of vice president of aftersales and customer experience. In support of the company’s customer experience strategy, the new division includes both the retail and aftersales functions to streamline CX efforts and increase efficiencies, Hyundai Motor America said.

Retail experience responsibilities include dealership training and customer satisfaction for sales and service. Aftersales includes dealer service programs and operations, parts and accessory sales, owner marketing, technical assistance and warranty administration.

Hyundai Motor America CEO Randy Parker said Poirier “was able to deliver great results” with Hyundai Auto Canada, “growing the parts and accessories business and improving customer satisfaction while leading the customer experience and aftersales team. He will add immense value to this newly structured team at Hyundai with his 30-plus years of experience in the automotive industry.”

Poirier’s experience includes positions as regional sales director with Industrial Alliance Dealer Services and national accessories sales manager for General Motors of Canada. Previous roles incorporated leadership, strategic planning, financial analysis, sales, distribution, marketing, promotional activities and retail dealership experience.

Poirier replaces recently retired vice president Dave VandeLinde in the aftersales portion of his new position.

Michel Poirier