Ford, Lincoln sales unit rebrands as FL Auto Korea in operational overhaul

(FL Auto Korea Company)

Ford Sales & Service Korea, the local sales arm of Ford Motor Company, has announced a sweeping rebranding and operational restructuring to mark its 30th anniversary in South Korea, raising industry attention over whether the move will help revive sales of the Ford and Lincoln brands and secure their long-term footing in the market.

On Tuesday, the company said it will change its name to FL Auto Korea Company and fully revamp its business operations, adopting a dealer-centered model to strengthen its competitiveness in the Korean market.

Under the new structure, Sunin Motors — Ford’s official dealer and long-standing partner since the automaker’s initial entry into Korea in 1995 — will take ownership of FL Auto Korea and oversee sales and after-sales services for both the Ford and Lincoln brands. The shift from a manufacturer-led structure to a dealer-driven model is aimed at improving responsiveness to market conditions and enhancing customer engagement.

Ford stressed that the name change and ownership transfer should not be interpreted as a market exit or strategic retreat, but rather as a transition in its operating model. FL Auto Korea will continue to operate as a subsidiary under Ford Motor Company’s Asia Pacific Distributor Markets (APDM) division.

The automaker said its core brand strategy, product portfolio and mid- to long-term business direction for Korea will remain aligned with Ford’s global strategy. Industry observers note that the move reflects a broader trend among global automakers to reduce fixed costs while expanding the role of local partners.

Lee Yoon-dong was appointed as the inaugural chief executive officer of FL Auto Korea. Lee previously held senior positions at Hyundai Motor, BMW Group Korea and Audi Volkswagen Korea, and is widely regarded as having extensive experience across the imported car market.

“By combining Sunin Motors’ 30 years of on-the-ground experience with Ford’s global DNA, we will further strengthen our brand competitiveness,” Lee said. “We will focus on delivering a differentiated brand experience across the entire sales and service process.”

Ford once built a strong presence in South Korea’s imported car market with large SUVs and pickup trucks, but sales have slowed in recent years due to lineup gaps and changing market conditions. The latest restructuring is seen as an effort to enhance customer management and service quality by expanding dealer authority, while gaining greater flexibility in the timing of new vehicle launches.

Industry officials expect that maintaining a stable service network could have positive spillover effects, including improved used-car values and a recovery in brand trust.

FL Auto Korea plans to launch four new models this year — the Lincoln Nautilus Full-Hybrid, Ford Explorer Tremor, the all-new Ford Expedition and the all-new Lincoln Navigator — as part of a strategy focused on large SUVs and eco-friendly models to rebuild its presence in the Korean imported car market.