Mitsubishi Motor Sales of Canada has appointed Juyu Jeon, a military veteran with global experience within the automaker, as its new president and CEO as the company plans “an aggressive product offensive.”
Jeon, who goes by JJ, will replace Tony Laframboise, who served in the role for two years and announced his retirement March 11. Jeon currently is vice-president of sales and marketing, corporate planning and business control. His appointment is effective April 1.
“JJ brings a unique combination of leadership, analytics and passion to this role,” Laframboise said in a statement Thursday. “In the years ahead, what Mitsubishi Motors means to Canadians will be different from today, and I’m excited to see how JJ will help shape this new vision in Canada.”
That vision, according to a news release, includes a “dealer image rejuvenation program, an aggressive product offensive and overall growth strategy for the brand.”
Jeon joined Mitsubishi in 2005, and moved through positions of increasing responsibility in the United States, Latin America, the Middle East, Africa and Australia before joining Mitsubishi Motors in Canada in 2017. He holds a Bachelor of Business Administration degree from Kyungpook National University in South Korea and studied economics at Kyoto University in Japan.
He served in the U.S. Army as a sergeant at Camp Humphreys in South Korea and was awarded a U.S. commendation medal in 2002.
He currently lives in Oakville, Ont. with his wife and three children.