Kia Motors America has tapped automotive trade veteran Michael McHale to steer its U.S. model expertise endeavors, the automaker said Monday.

The function is new, based on the corporate. McHale will take the title of director of brand name expertise and lead “all elements” of Kia Motors America public relations and exterior communications, which incorporates occasions, auto reveals and strategic partnerships. He began within the job efficient Monday, Kia stated.

McHale’s 25 years within the trade made him best for the place, Kia stated in an announcement. From 2007 to 2018, he was director of company communications for Subaru of America. He additionally has held roles within the communications divisions of the BMW, Land Rover and Mini manufacturers.

McHale presided over company communications for Rivian Automotive, an EV startup based mostly in Irvine, Calif., from 2018 to 2019.

“Because the trade shifts to electrification, Michael’s expertise will probably be instrumental to our communications efforts as we proceed to propel Kia ahead and additional differentiate the model within the rapidly evolving automotive panorama,” Sean Yoon, CEO of Kia Motors North America and Kia Motors America, stated within the assertion.

McHale began his profession in design and manufacturing engineering at Land Rover within the U.Okay.