Guillaume de Boudemange Kia returns to France

Guillaume de Boudemange, General Manager of the Priod group since the beginning of 2025, returned to Kia France, where he was an employee between 2015 and 2022. He was appointed as Operations Director. Guillaume de Boudemange returns to Kia France as Chief Operating Officer. ©Kia

“It is neither a retroactive choice nor sincere nostalgia; rather, it is clearly a future-oriented decision.” Here are the terms used by Guillaume de Boudemange to justify his decision to leave the overall management of the Priod group and join the ranks of Kia France.

He knows the house well, having served as commercial operations director of the South Korean manufacturer’s French subsidiary from 2015 to early 2022. Logically, he comes back with broader responsibilities.

Operations Director

“My return to Kia France as Chief Operating Officer, responsible for sales, marketing, after-sales, network development and customer experience, will help the brand consolidate its growth in the French market,” he assures on LinkedIn.

It will develop under the responsibility of Marc Hedrich, former executive of Jeep France. Regarding the return of Guillaume de Boudemange, he insists that “his very good knowledge of our brand and network was acquired during his previous experience at Kia France and then enriched by his recent experiences at the head of Jeep France and the Priod group”.

Since returning to business at the end of 2025, Marc Hedrich has sought to give impetus to the brand, which has been weakening over the past two years due to the aging of its product range and the absence of eco-rated electric models.

Two hurdles have been solved with the restyling of the Sportage and the upcoming Niro, as well as the launch of the EV2 and EV4, two electric models produced in Europe. The president of Kia France is therefore targeting 40,000 deliveries in 2026, compared to 34,000 deliveries in 2025.