Scania Southeast Asia announced the appointment of Joyce Antar as the new Managing Director to succeed Heba Eltarifi, effective 1st July, 2024.
Joyce Antar Brings Extensive Experience and Vision for Sustainable Growth
Born in Lebanon and raised in Sweden, Joyce Antar joined Scania in 2007. Over the years, she gained extensive experience in logistics, procurement, industrial and commercial operations, digitalisation and retail management. She has worked closely with global teams across Latin America, the Middle East, Europe and Asia. As the Director of Digitalisation & Shared Services for Asia & Oceania Commercial Operations, she led the digital transformation of Scania’s commercial operations and services in these regions. In her role as Regional Manager of Region Central at Scania Malaysia, she maintained high-performing retail and workshop teams, ensuring the delivery of Scania’s premium products and services to customers. She holds a Master of Science degree in International Business from Jönköping University and a Master of Science degree in Finance from Università Bocconi.
In her new role, Joyce oversees all operations in the Southeast Asia region, focusing on strategic planning, business development and customer relations. She is expected to continue driving Scania’s growth in this dynamic market and, further the company’s commitment to sustainability and innovation.
With her vibrant and joyful personality, Joyce brings enthusiasm, strategic vision and a strong commitment to driving real change in Malaysia, Singapore and the broader region.
“I am very excited and honoured to take on the new role and team up with our knowledgeable and dedicated colleagues in Scania Southeast Asia. Through our service-driven mindset, built upon our Scania core values and leadership principles, our customers could trust we would continue to have them in focus in everything we do. Our outstanding offer in the heavy truck and bus industry secures profitability, sustainability and growth for our customers. We continue to lead the way by driving the shift towards a sustainable transport system.”
Joyce is a single mother with two children. She enjoys travelling to experience new cultures and the excitement of adventure sports.
