Korean brand Hyundai is looking for large growth in its short-cycle business as part of a Europe-wide attack on the fleet sector heralded by the appointment of Oliver Lajara as deputy general manager fleet and remarketing, based at the company’s European HQ in Germany.

Lajara joins Hyundai from automotive intelligence provider EurotaxSchwacke where he was head of field sales, having previously also worked for daily rental firms Enterprise and Sixt. According to the company, he will “lead new strategic alliances with leding European rental firms, with the aim of bringing the company’s short-cycle business in line with industry averages.”

“In 2008, our non-private Hyundai sales increased by 33% over the previous year, with almost 95,000 cars sold to fleets,” said Allan Rushforth, vice president of Hyundai Motor Europe. “However, there remains significant room for us to increase our fleet-related revenues. “For example, in the largest five European markets our C-segment [upper medium] sales to rental firms are less than 10%, some way behind the sector average of 13%.”