Born in the UK, Rushforth graduated in Business Studies in 1982. As part of his studies, Rushforth worked in Germany.
Rushforth started his career at a small shipping company and was posted to Dubai, returning home in 1983 to join Rover Cars as an Area Fleet Sales Manager. Following BMW’s acquisition of Land Rover, he joined a newly established subsidiary in Seoul as executive director in 1996, with responsibility for operations and launching Land Rover in Korea. Rushforth subsequently returned to the UK to take the position of sales director with Land Rover. He joined Audi in 2000 as UK operations director, spending six years with the company.
From Audi, Rushforth joined the UK board of management for Volkswagen Group in 2005, responsible for Group Service to five VW Group brands.
In 2007, Rushforth joined Hyundai Motor Europe, based in Rüsselsheim, Germany. During his time with Hyundai Rushforth has overseen the growth of Hyundai’s European market share from 1,8% in 2008 to 2,9% in 2011. As Senior Vice President and COO, Rushforth is responsible for market activities across 28 European countries, using his experiences in Korea and Germany to enhance the Hyundai brand in Europe, delivering ambitious sales targets, excellence in customer satisfaction and sustained dealer profitability.