Hyundai Motor Company has officially launched Hyundai Motor Malaysia (HMY), marking a major shift in the brand’s operations in the country. Previously managed by local distributor Sime Motors, Hyundai will now take full control of its brand, sales, marketing, and customer service in Malaysia.
The move is part of Hyundai’s global strategy to strengthen its presence in key markets. By directly managing its operations, the company hopes to better understand and respond to the needs of Malaysian customers, while also playing a bigger role in the local automotive industry.
With HMY now in charge, Hyundai is building a dedicated local team and expanding its operations. The company is already growing its workforce, aiming to have around 100 employees by the end of 2025. It has also set up its new headquarters in the heart of Kuala Lumpur’s financial district at Menara Affin @ TRX — a symbolic move that reflects Hyundai’s ambition to be at the centre of innovation and progress in Malaysia.
According to Eric Lee, President of Hyundai Motor Malaysia, this transition marks more than just a change in management. It reflects a long-term commitment to Malaysia as a strategic hub in Southeast Asia. “This isn’t just a new chapter — it’s a long-term commitment,” said Lee. “We want to grow with our partners, serve our customers better, and contribute to the country’s economic development.”
Hyundai’s plans go beyond simply selling cars. In partnership with Inokom Corporation Sdn. Bhd., Hyundai aims to begin local assembly operations in Kedah by the third quarter of 2025. The plant is expected to produce up to seven different models over the next five years, including internal combustion engine (ICE) and hybrid electric vehicles (HEVs). These models will include a mix of SUVs and MPVs that are well-suited for Malaysian drivers.
The assembly plant won’t just cater to local customers — Hyundai also plans to export around 30% of the vehicles made in Malaysia to nearby markets, further integrating the country into Hyundai’s global production network.
Hyundai sees great potential in Malaysia’s automotive market. The country currently leads ASEAN in passenger vehicle demand, accounting for 35% of the region’s total, with a growing economy and rising consumer confidence. HMY Managing Director, Jahabarnisa Haja Mohideen, noted that these strong fundamentals make Malaysia the perfect place for Hyundai to expand.
“We see Malaysia as an ideal location to build our presence and support our broader growth across Asia Pacific,” she said.
Although Hyundai has taken over its brand operations, Sime Motors will continue to play an important role as a partner in its dealer network. Jeffrey Gan, Managing Director of Sime Motors Southeast Asia, said the company is proud of the role it played in Hyundai’s growth and remains committed to supporting sales and after-sales services in the new phase.
One of HMY’s main goals is to improve the ownership experience for customers. This includes upgrading showrooms, improving digital services, and making it easier for customers to manage their vehicles — from booking services to receiving important updates.
Hyundai also plans to expand its service network to 25 outlets by 2030. With better systems and support, the company hopes to raise the bar for customer satisfaction in Malaysia.
Existing customers are encouraged to update their contact information so they can continue to receive service reminders, software updates, and future ownership benefits.
Hyundai’s journey in Malaysia began in the early 2000s and gained momentum after its partnership with Sime Motors in 2004. Over the years, Malaysian customers have embraced a wide range of Hyundai vehicles — from sedans and SUVs to MPVs and, more recently, electric vehicles like the IONIQ 5 N.
To date, more than 147,000 Hyundai vehicles have been sold in Malaysia, proving the brand’s popularity and growing customer base.
