The Kia brand is set to become fully principal-led in Malaysia, ushering in a new era for the brand with an official relaunch in January 2026. The move follows the mutual conclusion of its four-year partnership with Bermaz Auto Berhad.
Bermaz, through its subsidiary Dinamikjaya Motors Sdn Bhd, had served as Kia’s exclusive distributor for new and pre-owned vehicles, as well as spare parts, since 2021. With the formal agreement now signed between Kia and Dinamikjaya, Kia Corporation will directly manage all aspects of its business in Malaysia – including sales, marketing, customer experience, service, and dealer training.
A Strategic Shift with Regional Implications
The move is not just about local expansion, it signals Kia’s long-term commitment to Malaysia and the broader ASEAN market. According to Ki Seok Ahn, President and CEO of Kia Asia Pacific, the transition aligns with Kia’s global “Movement That Inspires” vision.
“Kia is excited to reinvigorate our brand presence in Malaysia,” Ahn said. “We believe our innovation- and customer-centric strategy will enhance how fans experience the brand, as we continue to support the growth of Malaysia’s economy and automotive industry. We are here to stay and, aligned to our ‘Movement That Inspires’ brand vision, we are dedicated to building a future that inspires new experiences and sustainable mobility.”
Leadership and Operations
Kia Sales Malaysia Sdn Bhd has been established as the new local entity to lead operations. Hyung Ho Kim will serve as President and CEO, with Emily Lek appointed Managing Director – both assuming their roles in January 2026.
Customer Assurance During Transition
Kia has emphasized continuity for existing customers. All authorized Kia service centres across Malaysia will continue to provide after-sales support without disruption. Vehicle orders placed before November 30, 2025, will be honored in full.
However, new vehicle bookings will be temporarily paused from December 1 to December 31, 2025, to facilitate a smooth operational handover. Bookings are expected to reopen in January 2026, coinciding with the official launch of the principal-led structure.
“We thank Bermaz Group for their dedication to the Kia brand over the past four years and the seamless handover during this transition period,” said Hyung Ho Kim. “The return of Kia operations to a principal-led model is timely as the market remains hungry for new experiences and value from automotive brands. We are grateful to our loyal fans for staying with us through the years and look forward to curating an inspiring ownership experience that proves why a Kia is designed to meet the unique lifestyle needs of both existing and new fans alike.”
What’s Next for Kia in Malaysia?
Looking ahead, Kia plans to enhance its dealer network, increase investments in after-sales service, and introduce new models tailored to local preferences. The brand will also roll out a refreshed marketing campaign under the tagline “Why a Kia?” (or “Kenapa Pilih Kia?” in Bahasa Malaysia), aimed at re-engaging consumers and highlighting the brand’s value proposition.
Customer Support Remains Uninterrupted
For any service, sales, or roadside assistance needs, Kia Malaysia customers can continue contacting the Customer Support team via the 24-hour hotline at 1300 88 0133 or by email at customersupport@kia-my.com .
As Kia revs up for its next phase in Malaysia, the brand is positioning itself not just as a carmaker—but as a mobility partner ready to inspire a new generation of drivers across ASEAN.
