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issue: June 2006 APPLIANCE Magazine

Soon Kwon of LG Electronics USA

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Soon Kwon started his career with LG Electronics more than 20 years ago, and was recently named president of the company’s USA Digital Appliance Division. His ambition is to make LG the number one U.S. appliance maker.
“My main objectives are to build on our current momentum in the
premium major appliance segment of the market, to further increase sales growth and stand side-by-side, and eventually surpass, the current top-tier appliance manufacturers,” Kwon tells APPLIANCE. “By doing this, I will reach my ultimate goal, which is to continue to establish a solid and firm product brand for LG in the U.S.”
One advantage Kwon has is his extensive experience working with LG’s global business, which includes Asia and North America.
Holding a Bachelor of Arts in economical statistics from the Sung Kyun Kwan University in Seoul, Korea, Kwon joined LG in 1984 as an assistant manager in the VCR Overseas Business Department in Korea. Kwon moved to the U.S. in 1988 to serve as the regional sales manager of LG U.S.A. in Southern California. A year later, he was promoted to product manager of Home Appliances and relocated to Chicago, Illinois, U.S., which he called home until the mid-1990s.
In April 1995, Kwon returned to Korea to serve as the general manager for the American market of LG’s Microwave Oven Overseas Business. Two years later, he relocated back to Chicago, where he oversaw the company’s Home Appliance OEM Business, and was later named vice president of Brand Management. In 2002, Kwon moved to Toronto, Ontario, where he held the position of president of LG Electronics Canada until he took his current position of president of Digital Appliances of LG U.S.A. in January 2006.
Kwon is now responsible for all branded home appliance functions, including logistics and marketing. He says he is focused on building the LG brand and will continue to introduce appliances that redefine consumer expectations in the U.S. marketplace. Kwon says he will continue working to build a solid reputation for the brand, which has been one of his main challenges since LG appliances were introduced in North America in 2001.
Kwon is confident his strategic and practical approach to business will help him rise to—and accomplish—the challenge, and that his experience with the LG brand in the U.S. will help him drive the expansion of the brand in the region.
“In 2001, my initial strategy was to not focus on volume competition, but to concentrate on the premium segments, which proved to be quite successful,” Kwon says. “Working with LG for more than 20 years has been an invaluable experience for me. What has been the most rewarding is seeing the brand grow to become one of the most valuable and important brands it is today. I am looking forward to the continued success of the company and helping to grow LG with the appliance industry to great depths within the U.S. marketplace in the future.”
When Kwon is not contemplating new brand strategies, he prefers to play a round of golf and spend time with his family and friends.

Suppliers mentioned in this article:
LG Electronics USA, Inc.

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