Hyundai Motor hires Tariq Jaser as Saudi marketing head ahead of first Middle East plant

Hyundai Motor Group has hired Tariq Jaser as head of KSA marketing, according to industry sources. The group is expanding its brand presence and consumer touchpoints in Saudi Arabia ahead of the start of operations at its first Middle East production plant in the fourth quarter of this year.

According to the appointment announced on Nov. 4, Jaser will lead the group's marketing strategy in the Saudi Arabian auto market. He will also oversee locally tailored brand development and consumer engagement initiatives.

Jaser is a marketing expert who has led brand strategy and digital transformation across industries including automotive, technology and media. Before joining Hyundai Motor Group, he served as a senior marketing executive at Gargash Group, a major UAE company that handles Mercedes-Benz and Alfa Romeo, where he drove commercial growth.

During his time at Gargash Group, in addition to automotive brand marketing, he served as marketing head of Myco, the group's technology-based streaming entertainment platform. He led the platform's global expansion and customer acquisition by combining technology, content and performance marketing.

On his appointment, Jaser said, "Hyundai is a great global brand with a solid heritage and a clear vision." He added that Saudi Arabia is one of the world's most dynamic markets, saying, "I will contribute to the development of future mobility and build meaningful relationships with consumers."

Saudi Arabia accounts for more than 30% of total vehicle sales in the Middle East. Hyundai Motor and Kia sold a combined 96,160 vehicles in Saudi Arabia in the first half of 2025, recording a combined market share of 23%.

That was the second-highest after Japan's Toyota, which sold 118,022 vehicles for a share of about 28%. In particular, Hyundai's compact sedan Accent has emerged as a popular model, overtaking the Toyota Yaris, which had been the best-selling model locally, helping narrow the gap with the leader.

To further increase its share in Saudi Arabia, Hyundai Motor is accelerating efforts to secure a local production base. A representative example is the semi-knockdown (CKD) plant under construction at the King Salman Automotive Cluster in Saudi Arabia. The joint venture, in which Saudi Arabia's Public Investment Fund (PIF) holds a 70% stake and Hyundai Motor 30%, aims to begin mass production in the fourth quarter of this year.

With an annual production capacity of 50,000 vehicles, the plant is Hyundai Motor's first production base in the Middle East. It will serve as a key hub for domestic sales in Saudi Arabia as well as exports to the Middle East and Africa.

※ This article is an AI translation of the Korean original published by Korea Credit News; it was checked by automated quality guards and published by the English edition desk.