Kia now principal-led by Kia Sales Malaysia, no longer under a distributor
The Kia automotive brand in Malaysia is now under Kia Sales Malaysia Sdn Bhd (KSM), a subsidiary of Kia Corporation. KSM is addressing skepticism head on, with the answer to the question on most people’s minds, ‘Why Kia?’ after several years in which the brand has been in the hands of various distributors.
“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.
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. In addition, 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 for Malaysians.
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
- General Manager, Channel, Phang Chee Wei
Kia will focus on three key pillars to re-establish brand perception and brand experience.
Firstly, the brand’s return to the market will see it start with introducing global standards of operations. The brand will also focus on brand and marketing strategies to reframe 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 brand experience.
The third and final pillar is KSM’s approach to repositioning its product line-up. KSM 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 integrate the spirit of its brand slogan, ‘Movement that inspires’ throughout the business. Kia explains that “‘Movement’”, represents progress, change and possibility.
‘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.
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 following Kia vehicles:
- Sportage sports utility vehicle (SUV)
- EV9 all-electric SUV
- Carnival multipurpose vehicle (MPV).
The fifth-generation 2025 Kia Sportage (NQ5) SUV will be available in four variants:
- 2.0L
- 2.0L High
- 1.6T High
- 1.6T High AWD
The 2.0L variants feature the Smartstream 2.0-litre 4-cylinder engine which delivers 154 HP and 192 Nm of torque. They are paired with a six-speed automatic transmission.
The 1.6T variants feature a Gamma II 1.6-litre turbocharged inline-four petrol engine producing 177hp and 265 Nm. These are matched to a seven-speed dual-clutch transmission (DCT).
The Kia Carnival has been a familiar favourite in the Malaysian automotive scene for over two decades. Now in its fourth generation, the Kia Carnival (KA4) is available in 7-, 8-, and 11-seater configurations. The MPV is powered by a Smartstream 2.2-litre turbodiesel 4-cylinder engine delivering 199hp and 440 Nm. It is paired with an eight-speed automatic transmission.
The Kia EV9 GT Line EV SUV is the flagship of the KSM range. There are two seating configurations – six- and seven-seater. The EV9 features a dual-motor AWD powertrain that produces 380hp and 700 Nm of torque. The 99.8 kWh battery enables a range of up to 505 km. There is also DC fast-charging capability of up to 350 kW.
Speaking about the road ahead 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, call KSM’s Customer Support at 1300 88 0133. Or email customersupport@kia-my.com. More details at www.kia.com/my
