(KUALA LUMPUR) December 10, 2025 “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,” said Kia Sales Malaysia Sdn Bhd President and CEO, Hyung Ho Kim.
Malaysia Instrumental In The Growth Of The APAC Region
Sharing Kia’s vision for Malaysia, Kia Sales Malaysia Sdn Bhd Managing Director, Emily Lek, said, “It is an extremely exciting time for us right now as we re-enter the Malaysian market as a stand-alone entity. No longer represented by a distributor, the brand is now led by the principal with full control over our voice, values and vision. With strong systems and a clear plan in place, we are ready to bring back the true Kia brand experience.”
Malaysia is home to the Kia Asia Pacific headquarters, which serves as the thinktank of the Asia region. Kia APAC oversees six subsidiaries which includes Kia Sales Malaysia (KSM) and Kia Malaysia, the manufacturing arm.
Kia APAC manages the operations in 33 markets including ASEAN countries, Australia and New Zealand. Within the APAC region, Kia holds a 3.4% market share, a position achieved through the retail of over 165,000 vehicles in 2024. Powered by a staff strength of over 100 people, the Kia APAC headquarters has created job opportunities which leverage on Malaysia’s rich talent pool.
Under the new direct principal-led model effective 1 January 2026, KSM is in the driver’s seat to fully lead the brand’s presence, marketing, sales, ownership experience and training across Malaysia. KSM officially introduced its newly formed National Sales Organisation in Malaysia and the leadership team responsible for spearheading its new vision for the market. The leadership team brings over 100 years of combined industry experience.
Alongside President and CEO, Hyung Ho Kim, and Managing Director, Emily Lek, the senior management team consists of:
- Government Relations and Product Director, Hafiz Zaim,
- General Manager, Sales, Victor Chan,
- General Manager, Ownership, Rafhan Saiah,
- General Manager, Marketing, Vince Yeoh, and
- General Manager, Channel, Phang Chee Wei.
Kia Returns, Rebuilds, and Repositions in Malaysia
Kia looks to refresh the market’s perception and experience of the brand by focusing on three key pillars.
Firstly, Kia’s return to the market will see it start with introducing global standards of operations, setting a solid foundation for brand growth. The brand will also focus on a compelling brand and marketing strategy which boldly reframes skepticism by answering the question, “Why Kia?”
Secondly, KSM intends to rebuild its dealer network to go beyond hardware and infrastructure. It is guided by a clear goal of providing peace of mind to customers, ensuring every touchpoint embodies the true Kia experience.
The third and final pillar is KSM’s approach to repositioning its product line-up. KSM affirms that it will focus on the best products, hand-picked and equipped to suit the needs of the Malaysian market.
In line with its re-entry into Malaysia, Kia seeks to tangibly integrate the spirit of its brand slogan, ‘Movement that inspires’ into every touch point. The brand explains that “‘Movement’”, represents progress, change and possibility. Going beyond physical movement from one place to another, Kia looks to evoke an emotional, creative and personal movement – moving people forward in life, enabling them to explore, connect and grow.
‘Inspiration’ is the feeling Kia aims to ignite not just with its vehicles, but with every experience with the brand. Kia aims to position itself as a catalyst for inspiration in people’s journey in life.
Familiar And Reliable Vehicle Portfolio, Brand New Kia Experience
Complementing its current product line-up for Malaysia, Kia assures fans of a fresh and elevated customer-centric experience at every touchpoint.
Kia’s portfolio offers a dynamic mix catering to both Internal Combustion Engine (ICE) and Electric Vehicle (EV) fans. The line-up comprises the Kia Sportage sports utility vehicle (SUV), the Kia EV9 flagship EV SUV, and the Kia Carnival multipurpose vehicle (MPV).
The fifth-generation 2025 Kia Sportage (NQ5) SUV brings a confident blend of presence and poise in four variants: 2.0L, 2.0L High, 1.6T High and 1.6T High AWD. The first two variants feature the Smartstream 2.0-litre 4-cylinder engine which delivers 154 HP and 192 Nm of torque, paired with a 6-speed automatic transmission.
For those seeking more exhilaration, the 1.6T variants feature a Gamma II 1.6-litre turbocharged inline-four petrol engine producing 177 HP and 265 Nm, matched to a 7-speed dual-clutch transmission (DCT).
The Kia Carnival has been a familiar favorite in the Malaysian automotive scene for over two decades. Now in its fourth generation, the Kia Carnival (KA4) brings refined, contemporary proportions and thoughtfully designed space for the entire family. Available in 7-, 8-, and 11-seater configurations, the Carnival is powered by an efficient and capable Smartstream 2.2-litre turbodiesel 4-cylinder engine delivering 199 HP and 440 Nm, paired with an 8-speed automatic transmission, offering a balance of power and efficiency.
Delivering both performance and heightened luxury for the electric age, the Kia EV9 GT Line EV SUV stands as the flagship of the KSM range. Offered in two seating configurations – 6- and 7-seater – the EV9 features a dual-motor AWD powertrain producing a combined 380 HP and 700 Nm of torque. Its 99.8 kWh battery enables driving distances of up to 505 km, complemented by DC fast-charging capability of up to 350 kW, for added convenience.
Speaking about the road ahead for Kia in Malaysia, Kim added, “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.”
For sales and servicing inquiries, or immediate 24-hour roadside assistance, contact KSM’s Customer Support at 1300 88 0133 or email customersupport@kia-my.com.
