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July 21, 2022

Hyundai Wants To Have A "Safety Driven" Culture

After a spat of product recalls and being called out at the UN General Assembly for its safety double standard, Hyundai is now taking automotive safety seriously as they’ve opened a new position of Global Chief Safety Officer.

The Korean automaker appointed Brian Latouf to head the new position and he reports directly to José Muñoz, President and Chief Operating Officer (COO) of Hyundai Motor Company.

As the newly created GCSO, Latouf will integrate the engineering resources of Hyundai by combining safety field investigations, safety data analysis, and safety engineering performance into a streamlined global technical function. Muñoz will also serve as the accountable executive for Hyundai’s safety matters through his COO role.

The change further enhances Hyundai’s dedication to a ‘safety driven’ culture throughout the company with a focus on keeping customers, passengers and other road users safe around the world.

In this newly created global executive role, Latouf will also have responsibility for vehicle safety performance through Hyundai’s research and development organization. The newly formed Integrated Safety and Environment Quality Center at Hyundai Motor Group’s R&D Division will have a dotted line reporting structure into the GCSO for all strategic safety items and strategies.

Latouf is a crash investigator and vehicle safety engineer by training with more than 30 years of safety leadership experience, with an appreciation for the critical role of safety regulators around the globe.


  1. This should have been done by Hyundai (and Kia) a long time ago. The safety and convenience of vehicle owners should be the priority of ALL vehicle companies.

  2. Is it safe to say that local Hyundai/Kia cars won't burst into flames like those in the US?


      Sadly, we still haven't heard anything from them after.


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