Kia brand returns to Malaysia
The South Korean automotive brand, Kia, is making a comeback in the Malaysian market, now directly managed by Kia Corporation instead of through a distributor.
In a recent event, Kia Sales Malaysia Sdn Bhd announced its leadership team, which will spearhead sales operations in Malaysia, consisting of:
- President & Chief Executive Officer: Hyung Ho Kim
- Managing Director: Emily Lek
- Director of Product & Government Relations: Hafiz Zaim
- Executive Sales Manager: Victor Chan
- Executive Manager of Ownership: Rafhan Saiah
- Executive Marketing Manager: Vince Yeoh
- Executive Channel Manager: Phang Chee Wei
Under the direct principal leadership model, which will take effect on January 1, 2026, KSM will fully control the brand’s presence, marketing, sales, ownership experience, and training throughout Malaysia.
Kia will also focus on three key areas to strengthen its position in Malaysia.
The primary objective is to implement global operating standards to solidify the foundation for growth while concentrating on branding and marketing strategies that address the question, “Why Choose Kia?”
Secondly, KSM plans to rebuild its dealer network to ensure peace of mind for customers.
Lastly, KSM aims to enhance its product lineup to ensure each product meets the needs of the Malaysian market.
According to Hyung Ho Kim, “Globally, Kia is the 9th largest automotive manufacturer in the world. Our focus is to move forward at a sustainable pace for the long term.
“Our goal is not just to become a rapidly growing brand but to be a brand that pays attention to customers, dealers, and the Malaysian automotive industry,” he explained.
Emily Lek stated, “This is a significant time for us to begin our re-entry into the Malaysian market as an independent entity.
“The brand is no longer represented by a distributor but is led by the parent company that fully controls our voice, values, and vision. With a robust system and a clear plan, we are ready to restore the true Kia brand experience.
For information, Malaysia houses the Kia Asia Pacific headquarters, serving as a strategic think tank for the Asia region.
Kia APAC oversees six subsidiaries, including Kia Sales Malaysia (KSM) and its manufacturing unit, Kia Malaysia.
Additionally, Kia APAC manages operations in 33 markets, including ASEAN countries, Australia, and New Zealand.
Kia holds a 3.4 percent market share in the APAC region, with sales exceeding 165,000 units recorded in 2024.
