Former Hyundai PR chief Uria Simanjuntak joins LEPAS Indonesia as head of marketing

Uria Simanjuntak (pictured) has left Hyundai Motors Indonesia after around six years with the company to join automotive brand LEPAS Indonesia as head of marketing, marking a shift from public relations into a broader brand leadership role.

Simanjuntak, who served as head of public relations at Hyundai Motors Indonesia, officially concluded his tenure at the end of May and began his new position in early June. The move reflects a career transition from corporate communications into marketing, driven by a desire to gain experience across the full spectrum of brand building.

"After six incredible years at Hyundai, I reached a point where I felt I wanted to stretch myself. PR has always been my home, but I've always been curious about what happens before the story is told, how a brand is built, how products are positioned, and how marketing shapes consumer perception. LEPAS gave me that opportunity, and I felt it was the right time to take that leap," he told MARKETING-INTERACTIVE.

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During his time at Hyundai, Simanjuntak helped shape the company's communications as the South Korean automaker expanded its presence in Indonesia, including its push into electric vehicles.

Reflecting on his tenure, he said Hyundai's electrification journey remains one of the defining moments of his career.

"There are so many moments I'm proud of, but if I had to pick one, it would be part of the company's electrification journey in Indonesia. I still remember when EV was seen as something futuristic and unfamiliar. Seeing that conversation evolve and knowing that the team played a key role in that. It was very memorable."

Looking back, Simanjuntak said one of the most valuable lessons from Hyundai was the importance of integrating communications with other business functions.

"Great communication does not happen in isolation. It requires strong synergy across product, sales, aftersales, customer experience, dealerships, and communications. That will be the mindset that I'll be carrying on into my new chapter."

At LEPAS Indonesia, Simanjuntak said he hopes to help establish the brand during its early expansion in the Indonesian market.

He also highlighted the appeal of joining a brand at an early stage of development, calling it "a rare opportunity".

"Very few communication practitioners get the opportunity to be part of a brand's journey from the ground up. That's both a responsibility and a privilege," said Simanjuntak.

"Indonesia is also entering an exciting phase in automotive transformation, particularly with electrification and changing consumer lifestyles. I believe this creates opportunities for brands that can offer not only innovative products but also meaningful experiences."

Beyond his immediate role, Simanjuntak sees the move as an opportunity to broaden his expertise beyond communications.

As he closes one chapter and begins another, Simanjuntak expressed gratitude to colleagues, partners and members of the media who supported Hyundai during his tenure.

"Our paths may be different now, but we're all working toward the same goal, that is moving Indonesia's automotive industry forward."

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