Today, Kia Sales Malaysia Sdn Bhd (KSM), announced that the company is geared to bring a refreshed brand experience to Malaysians.. The principal led set up wants to address the brand skepticism head on, by trying to answer a question on most people’s minds, ‘Why Kia?’
“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.
So, Kia Malaysia wants to make the brand as strong as it is elsewhere globally.
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.”
Currently, Malaysia is home to the Kia Asia Pacific headquarters, which serves as the think tank of the Asia region. Kia APAC oversees six subsidiaries which includes Kia Sales Malaysia (KSM) and Kia Malaysia, it's manufacturing arm. We learnt about this at the media dinner and introduction of the new company led initiative earlier this evening.
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. 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.
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All of this is to ensure that Kia Returns, Rebuilds, and Repositions in Malaysia
The main goal for the new agency set up is so that 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 re-frames scepticism by answering the question, “Why Kia?”
Secondly, KSM intends to rebuild its customer experience with the dealer network going beyond hardware and infrastructure. It is guided by a clear goal of providing peace of mind to customers, ensuring every touch point embodies the true Kia experience.
The third and final pillar is KSM’s approach to repositioning (note that we believe this is key to what the brand wants customers to think about the brand here in Malaysia) 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.
Inline with its re-entry into Malaysia, Kia seeks to 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, with a Brand New Kia Experience
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Complementing its current product line-up for Malaysia, Kia assures fans of a fresh and elevated customer-centric experience at every touch point.
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). It looks like the Sportage is the entry point into the new Kia lineup here in Malaysia. And with the push to change the perception of the brand here, we shall see how pricing of this new entry point will set up the segment in which Kia sits in Malaysia
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.
Our Opinion
We shall look forward to see Kia Malaysia move forward with their initiative. The Kia brand is well known here, but there is perception that the brand is an affordable quality brand that has somehow been priced higher than it should be. I am of the opinion that initially in the late 1990s when the brand was brought into the country, that was the case, and if not for that initial affordability the brand would not have made it under the Naza Group. However, after having a talk among a few of us automotive media folks, we also think that the perception may need to change as the quality and performance of the current crop of Kia vehicles have improved leaps and bound versus the more basic Kia Sephia, Spectra, Forte of old. The current crop of Kia vehicles are in a different league. In fact at least to levels higher in terms of performance and quality as what they once were. THis is what the third pillar of what the brand wants to change here. The perception of the brand here in Malaysia.
Such perception needs to change, but I do think the brand still needs to price things absolutely right in order to stave off the onslaught of Chinese brands coming into Malyasia. I mean, these new brands from China are no joke as they are actually decently good and not some 'tin milo' crap quality. These cars from China are actually bringing the fight to European, Korean and Japanese vehicles sold here in Malaysia.
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