Kia’s presence in Malaysia is entering a major new phase as the brand transitions from a long-standing distributor-led model to a fully principal-led structure. With subsidiary Kia Sales Malaysia (KSM) now operating directly under Kia Corporation, the company aims to deliver a consistent, elevated customer experience that mirrors its global standards.
This restructuring brings every major function — sales, marketing, ownership experience, dealer development and aftersales — under the direct oversight of Kia Corporation. For Malaysian customers, it marks the beginning of a more unified brand identity and clearer long-term direction.
A New Operating Framework for Long-Term Stability
According to Hyung Ho Kim, President and CEO of Kia Sales Malaysia Sdn Bhd, the move is part of Kia’s commitment to sustainable growth and customer-centric operations:
“Globally, Kia is the 9th largest automotive manufacturer in the world. Our target is to grow at a sustainable pace for the long term. For us, it’s not so much about being the fastest growing brand; rather, it’s more about being a brand that cares about our customers, our dealers, and the Malaysian automotive segment.”
Malaysia’s Strategic Role as Kia’s APAC Hub
While this operational reset focuses on Malaysia, Kia’s regional footprint is already strong here. The country houses the Kia Asia Pacific (APAC) headquarters, which:
- Oversees 33 markets, including ASEAN, Australia and New Zealand
- Manages 6 subsidiaries, including Kia Sales Malaysia and Kia Malaysia (manufacturing arm)
- Achieved 165,000 vehicle sales in 2024, securing 3.4% market share in the region
- Employs over 100 personnel, reflecting Kia’s investment in Malaysian talent
This regional foundation strengthens Kia’s ability to implement global systems efficiently as it reshapes its Malaysian operations.
From 1 January 2026: Full Principal-Led Operations Take Effect
The transition to a direct sales and aftersales entity will officially begin on 1 January 2026, with Kia Sales Malaysia acting as the national sales organisation (NSO). The newly introduced leadership team brings over 100 years of combined industry experience, including:
- Hyung Ho Kim, President & CEO
- Emily Lek, Managing Director
- Hafiz Zaim, Director (Government Relations & Product)
- Victor Chan, General Manager, Sales
- Rafhan Saiah, General Manager, Ownership
- Vince Yeoh, General Manager, Marketing
- Phang Chee Wei, General Manager, Channel
Three-Pillar Strategy: Refresh, Rebuild, Reposition
KSM’s relaunch of the brand is anchored by a three-pillar strategy designed to reshape market perceptions:
1. Refresh: Introducing Global Standards
Kia intends to implement global operational benchmarks to ensure consistency across customer touchpoints. This includes a stronger brand and marketing strategy centred around the question: “Why Kia?”
2. Rebuild: Strengthening the Dealer Network
The dealer ecosystem will be modernised to deliver better sales, service and ownership experiences — moving beyond facility upgrades to a more customer-focused approach.
3. Reposition: Tailoring the Product Line-Up for Malaysia
KSM will curate models specifically suited to Malaysian preferences, and maintain a balanced mix of ICE and EV offerings to meet different demands and preferences.
Embedding “Movement That Inspires” Into Every Experience
Kia’s new operational model in Malaysia aims to bring its global brand philosophy to life. The brand explained that “‘Movement’ represents progress, change and possibility,” while “‘Inspiration’ is the emotional response Kia hopes to evoke throughout the customer journey.”
Current Kia Malaysia Line-Up: Strong, Familiar Nameplates
For now, Kia’s Malaysian portfolio continues with its core models — now strengthened by direct principal backing.
2025 Kia Sportage
Four variants available: 2.0L, 2.0L High, 1.6T High and 1.6T High AWD.
- 2.0L Smartstream: 154 hp / 192 Nm, 6-speed automatic
- 1.6T Gamma II turbo: 177 hp / 265 Nm, 7-speed DCT
Kia Carnival
A long-standing favourite in Malaysia’s MPV segment, offered in three configurations: 7-, 8-, and 11-seater.
- 2.2L Smartstream turbodiesel
- 199 hp / 440 Nm
- 8-speed automatic
Kia EV9 GT Line
The flagship luxury EV SUV.
- Dual-motor AWD
- 380 hp / 700 Nm
- 99.8 kWh battery
- Up to 505 km driving range
- DC charging up to 350 kW
- 6- or 7-seater options
Looking Ahead: Sustainable Growth, Better Consistency
Kim summarises Kia’s direction with optimism:
“We have an exciting road ahead. Our target is to grow at a sustainable pace for the long-term and to achieve this, we have a strong team led by industry experts, and we’re all very much looking forward to exciting the Malaysian market again.”
Customer Support
For sales, service and 24-hour roadside assistance:
KSM Customer Support
1300 88 0133
customersupport@kia-my.com
CarTok Editor’s Note:
Kia is now running its own show here in Malaysia, and this factory-direct model could be the upgrade the brand has long needed. If global standards truly take root, the customer experience is where Malaysians would feel it feel it first. The ball is now in Kia’s court and its next play will define the brand’s future here.
