March 14, 2019


Mitsubishi Motor Sales of Canada, Inc. has named Juyu Jeon (JJ) new president and CEO replacing Tony Laframboise who served in the role for the past two years. The appointment is effective April 1, 2019 which is the beginning of Mitsubishi Motors Corp. fiscal year.

Mr. Jeon was previously Vice President, Sales & Marketing, Corporate Planning and Business Control for the company. He joined Mitsubishi Motor Sales of Canada in March 2017 where as part of the management team, under Mr. Laframboise, the company achieved two consecutive record sales years and record-breaking plug-in hybrid sales with the launch of Outlander PHEV.

“JJ brings a unique combination of leadership, analytics and passion to this role and I can’t think of anyone more fitting to take the reins and move the brand to the next level. 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,” said Tony Laframboise.

A seasoned global automotive executive, Mr. Jeon joined Mitsubishi Motors in 2005 and held a variety of positions of increasing responsibility in the U.S., Latin America, the Middle East, Africa and Australia before joining Mitsubishi Motors in Canada. Mr. Jeon played a critical role in strategic corporate planning that led to the repositioning and growth of the brand in key global markets for Mitsubishi Motors Corp.

Mr. Jeon’s appointment coincides with a period of rapid growth and transformation for Mitsubishi Motors in Canada. The company is about to embark on a dealer image rejuvenation program, an aggressive product offensive and overall growth strategy for the brand.

“I firmly believe that a brand must meet the changing needs of the customer and that dealers are critical partners in our success,” said Juyu Jeon. “I’m looking forward to helping this vibrant brand evolve during this extraordinary time. We have shown Canadians very recently what Mitsubishi Motors is capable of with Outlander PHEV and this is just the beginning.”

Juyu Jeon holds a Bachelor of Business Administration from Kyungpook National University, South Korea and studied Economics at Kyoto University in Japan. He has served in the U.S. Army as sergeant at 501 Brigade, 3rd Military Intelligence, Camp Humphreys, South Korea from 1999 to 2002 and was awarded a U.S. Army Commendation Medal in 2002.

He resides in Oakville, Ontario with his wife Eriko and his three children. He previously lived in Vancouver, BC and California in his youth.


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