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LG Electronics South Africa Appoints New MD

  • Updated
  • 01-10-2008

Johannesburg, South Africa, 1 October 2008 – LG Electronics South Africa has announced the appointment of Peet van Rooyen as its new Managing Director to succeed S.T. Tae. Van Rooyen, who has been with LG Electronics South Africa for six years, was Sales Director: Consumer Sales LG Electronics South Africa.

Van Rooyen is the first non-Korean head of an LG Electronics subsidiary company globally. His appointment is part of LG’s global strategy that the company’s subsidiaries are lead by local people with local market knowledge thus ensuring LG remains locally relevant and a stronger globally competitive company. This strategy is further reinforced with the appointment of Andrewe Procter as Chief Operating Officer.

In a market where consumers are under increasing financial pressure, Van Rooyen is excited by the challenge of growing the LG brand in South Africa and sub-Saharan Africa. He says exports into sub-Saharan Africa offer LG Electronics growth opportunities for the business where retail channels are currently under pressure locally.

“Globally LG aspires to be the third biggest consumer brand in the world,” says Van Rooyen. “One of my primary objectives is to evaluate our operational effectiveness and ensure LG continues to remain a profitable business, creating even more value for our customers.

“And while LG holds the number one position in all major areas of the consumer electronics and appliances market in South Africa we would like to offer greater value to our partners in the channel with first-to-market innovation,” says Van Rooyen.

Prior to joining LG Electronics South Africa in 2002, Van Rooyen held the position of managing director at Kentronics.

“Recent interest rate hikes as well as a higher inflationary outlook means that the consumer is going to be under pressure until around 2010. In these difficult times, our goal is to offer better value to customers in the form of environmentally efficient and stylish products while adding value to our channels via solid retail and commercial opportunities,” he concludes.