As president and CEO of Hyundai Auto Canada Corp. (HACC), Steve Flamand oversees the operational procedures and strategic implementation of Hyundai and Genesis brands in Canada which involves responsibility for all areas of the business: national sales; digital strategy; marketing; finance; dealer operations; aftersales; product and corporate planning, legal, human resources and IT.
Mr. Flamand was appointed president and CEO in March of 2025 and reports directly to Randy Parker, Chief Executive Officer of Hyundai and Genesis Motor North America. Prior to his current role, Mr. Flamand was Executive Director of National Sales and Digital Strategy, where he oversaw all dealer development, field operations, and vehicle sales. Mr. Flamand was also responsible for Hyundai Canada’s IT and connected digital experience divisions, which were established with the aim of creating industry-leading customer purchasing and ownership experiences with a complete digital transformation that introduced new business processes and an expansive vendor ecosystem.
Mr. Flamand joined HACC in 2018, where he oversaw product and corporate strategy, responsibilities included: product portfolio life cycle activities, pricing and packaging strategies, research and forecasting functions, and the development of short and long-term business plans, which were adjusted often and rapidly as Flamand successfully steered the company through the global pandemic and global inventory shortage. Flamand has 30 years of experience in the automotive industry, working for both domestic and import brands in positions around the globe. Mr. Flamand has a proven international track record of creating and building leading concepts, pioneering new business opportunities, acting upon consumer insights, and responding to market trends.
Prior to joining Hyundai Canada in 2018, Mr. Flamand worked for General Motors for 25 years in various product and portfolio planning, program management, and strategy roles across Canada, the United States, Europe and Asia.
Originally from Blainville, Quebec, Mr. Flamand is perfectly bilingual (English and French) and holds a degree in mechanical engineering and an MBA, both from Queen’s University.