Ulf Ausprung, CEO of Han Sung Motor, the official dealer of Mercedes-Benz cars in Korea, on Monday gave a special lecture to college students here on what makes successful design across industries.

The German CEO, who took office in 2011, has been active not just in marketing the luxury brand and its cars but also in teaching students the crucial role of design in building a successful brand.

During the lecture held at Hongik University in Seoul, he also introduced some design projects that he carried out together with students in China when he taught at an art school there while working as a senior manager for a local dealer.

He hinted that he plans to offer similar lectures at other Korean schools on a more regular basis.

The CEO has served diverse positions at global carmakers during his 19 years of experience in the automobile industry. Other than Europe, he also worked in the United States, China and the Middle East.

By Lee Ji-yoon (jylee@heraldcorp.com)