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Harald Behrend

Hap Seng Consolidated Bhd

Harald Behrend is currently the Group Chief Operating Officer of Hap Seng Consolidated Bhd and the CEO of Hap Seng’s Automotive Division.

Prior to joining Hap Seng Group in 2013, Harald served as President and CEO of Mercedes-Benz Korea Ltd. and Daimler Trucks Korea Ltd. In his 24-year career with Daimler AG, he held various senior positions in several Asian countries based in Beijing, Hong Kong and Seoul. In addition, he had short-term assignments in the United States of America and Japan.

Harald has in-depth experience in general management in various industries, sales & marketing, retail network, and HR. He is well versed in leading multi-national teams. His passion is coaching business leaders, senior management, and management teams.

Harald holds a Bachelor Degree in Business Management (Diplom-Betriebswirt) from University Pforzheim, Germany, an Executive Master in Consulting and Coaching for Change from INSEAD, Singapore and a Master Degree (Staatsexamen) in History and English and German literature and linguistics from Pedagogical University Freiburg, Germany.


Hap Seng Consolidated Berhad is a diversified conglomerate with principal businesses in plantations, property holding and development, automotive, credit financing, fertilizers trading and building materials.

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