Kia has officially re-entered the Malaysian market under a direct principal-led model, aiming to provide a comprehensive and customer-focused experience across the country. The move positions Kia Sales Malaysia Sdn Bhd (KSM) to oversee all marketing, sales, and ownership operations starting January 2026.
Kia’s re-entry comes as the brand seeks to address lingering scepticism among Malaysian consumers. Hyung Ho Kim, President and CEO of KSM, said the company’s focus is on sustainable growth and providing consistent support to customers and dealers rather than rapid expansion.
Malaysia also serves as the hub for Kia’s Asia Pacific (APAC) operations. Kia APAC manages six subsidiaries, including KSM and Kia Malaysia, the local manufacturing arm, and oversees operations in 33 markets.
In 2024, the APAC region accounted for the sale of over 165,000 vehicles, giving Kia a 3.4% market share. The regional headquarters employs over 100 people, contributing to local job creation.
KSM has also announced its National Sales Organisation and leadership team, which brings more than 100 years of combined automotive experience. Key appointments include Managing Director Emily Lek, Government Relations and Product Director Hafiz Zaim, General Manager of Sales Victor Chan, General Manager of Ownership Rafhan Saiah, General Manager of Marketing Vince Yeoh, and General Manager of Channel Phang Chee Wei.
The company plans to refresh its market presence around three core pillars: implementing global operational standards, rebuilding the dealer network for a customer-centric experience, and repositioning its product portfolio to meet local needs. The brand aims to integrate its global slogan, “Movement that inspires,” into all customer touchpoints, highlighting progress, change, and connection beyond vehicle performance.
Kia’s Malaysian lineup includes the fifth-generation Sportage SUV in four variants, the Carnival MPV in multiple seating configurations, and the EV9 GT Line electric SUV. The vehicles combine internal combustion and electric powertrains to cater to a broad spectrum of consumer preferences.
Hyung Ho Kim noted that the company’s objective is to grow steadily and sustainably, backed by an experienced team ready to engage the Malaysian market.
