2021 ALL STAR | SALES
Senior vice president of national sales,
Hyundai Motor America
Amid an unprecedented pandemic, supply chain shortages and the implementation of a new dealer compensation program focused on improving satisfaction scores, Randy Parker has steered the Korean automaker’s U.S. sales operations through some stormy seas.
Hyundai was gaining momentum as a brand when Parker, 55, took on the sales role two and a half years ago, and that has accelerated since his arrival. The automaker outpaced the industry for much of the pandemic and has grown market share as a result.
Even with falling inventory this year as production lagged consumer demand, Hyundai set sales records in March, April, May, June and October. The brand exceeded its all-time U.S. delivery record with 90,017 in May.
Total brand sales are up 28 percent this year compared with last year and retail sales are higher by 30 percent. A market share gain of 0.7 percentage point — second best in the industry — allowed Hyundai to reach an overall 5.0 percent share.
Parker worked with the Hyundai dealer body early in the pandemic to channel corporate resources to help dealerships weather the crisis. This year, he also has focused on providing retailers with greater visibility into coming inventory so they can better sell into their pipelines with customers.
Leveraging a generation of new products has also been key to the brand’s sales success in the U.S. market. Parker participated in the launch of redesigned versions of the Elantra sedan and Tucson crossover, along with an entirely new segment for Hyundai with the Santa Cruz small pickup.
Parker is a 30-year veteran of the auto industry, has moved 14 times and lived in four U.S. states and Japan. This year, he was promoted to senior vice president of national sales from vice president.