Brian Latouf, President and Global Chief Safety and Quality Officer for Hyundai Motor Group (the Group), received the 2025 Corporate Leadership Award in Road Safety by the Association for Safe International Road Travel (ASIRT) during its annual gala in D.C.
ASIRT is a leading U.S.-based road safety non-profit, non-governmental organization (NGO) dedicated to improving road safety in the U.S. and worldwide through education and advocacy. The prestigious international award includes an annual selection of outstanding corporate individuals who are leaders in road safety globally.
“It is truly an honor to be recognized by ASIRT – a global organization known for its safe road travel commitments and available resources worldwide,” said Brian Latouf, President and Global Chief Safety and Quality Officer, Hyundai Motor Group. “Road safety is foundational for Hyundai, and we will continue our commitment to a safety-driven culture by providing high-quality, safe and reliable modes of transportation for all around the globe.”
Latouf’s global executive position integrates the engineering resources of Hyundai Motor Group and Hyundai Motor North America by combining safety field investigations, safety data analysis, and safety engineering performance into a single global technical function under his leadership.
In line with Hyundai Motor Group’s customer-centric approach to quality and safety, under the direction of Latouf, the Global Safety and Quality Office prioritizes uncompromising quality and safety across all operations and products, with these pillars standing as non-negotiable core values as part of its vision.
Latouf has direct responsibility for vehicle safety and quality performance through Hyundai Motor’s Research & Development organization dedicated to vehicle engineering. The integration of Hyundai Motor’s safety data and engineering resources prioritize the expedient identification of potential safety concerns and implementation of remedies for continuous safety improvement, driving product changes into future vehicle designs for improved safety performance.
“Brian has led with vision, integrity, and an unwavering commitment to protecting lives,” said ASIRT Founder and President, Rochelle Sobel. “Since joining Hyundai in 2019, Brian has spearheaded a safety revolution — integrating engineering resources, streamlining global safety operations, and building a culture where safety is embedded in every decision. Under his leadership, Hyundai, Genesis, and Kia have not only embraced safety — they’ve redefined it.”
Under Brian’s leadership, Hyundai Motor North America created its first Safety Test and Investigation Lab in Superior Township, MI. The new Safety Lab opened in September 2023 and is a unique facility within the automotive industry – it is dedicated to field safety and identifying emerging issues and effective resolutions for customers. The Safety Lab features a vehicle dynamics test area as well as an EV testing and electronics lab, employing about 160 automotive safety engineers.
Additionally, Latouf made several significant achievements in his executive role at Hyundai. These include leading a safety-first culture with the integration of an internal ‘Speak Up for Safety’ initiative, encouraging employees to submit vehicle issues or safety concerns for review and analysis by the safety office, helping prevent broader expansion of the condition and the development of immediate solutions.
Safety partnerships have also been initiated across North America in collaboration with children’s hospitals through Hyundai’s Corporate Social Responsibility arm – Hyundai Hope. Hyundai offers free car seat safety checks at hospital partnership events across the country where certified technicians will inspect child safety seats, expiration dates, manufacturer recalls and ensure a proper seat fit for children. Some families will even receive a free replacement seat, if needed.
An estimated 46 percent of car seats and booster seats are installed incorrectly or improperly used, according to a recent National Highway Traffic Safety Administration study. By addressing critical safety concerns through education and resources, Hyundai aims to make a tangible difference in the lives of families in the communities in which we work and live.
