Kia Sales Malaysia Sdn Bhd (KSM) is preparing to deliver a revitalised brand experience as the company takes direct control of Kia operations across the country. In addressing long-standing consumer skepticism, the brand is leaning into a bold, straightforward message: “Why Kia?”
“At a global level, Kia is the ninth largest automotive manufacturer. Our focus is sustainable, long-term growth rather than chasing short-term volume. Being a brand that genuinely supports its customers, its dealer network, and the Malaysian automotive ecosystem is far more important to us,” said Hyung Ho Kim, President and CEO of Kia Sales Malaysia Sdn Bhd.
Malaysia Positioned as a Strategic Growth Hub for APAC
Outlining Kia’s refreshed vision for the local market, Managing Director Emily Lek noted, “This is an exciting new chapter for us as we re-establish ourselves in Malaysia as a wholly owned entity. With the brand now directly led by the principal, we have full autonomy over our direction, messaging, and values. With robust systems and a clear roadmap, we are ready to restore the authentic Kia brand experience.”
Malaysia serves as the headquarters for Kia Asia Pacific (APAC), the central hub for strategy and planning for the region. The APAC division oversees six subsidiaries, including Kia Sales Malaysia and Kia Malaysia, the manufacturing arm.
Kia APAC manages operations across 33 markets, including the ASEAN region, Australia, and New Zealand. In 2024, the brand recorded over 165,000 vehicle deliveries within APAC, representing a 3.4% market share. The regional headquarters, supported by more than 100 employees, continues to leverage Malaysia’s skilled talent pool while generating new employment opportunities.
Beginning 1 January 2026, KSM transitions to a full principal-led model, placing the organisation entirely in charge of brand management, sales, marketing, aftersales, and nationwide training.
The company has officially introduced its National Sales Organisation and the leadership team tasked with implementing Kia’s renewed market strategy. Collectively, the leadership group brings more than a century of combined automotive experience.
In addition to CEO Kim and Managing Director Lek, the senior team includes:
• Hafiz Zaim, Director of Government Relations and Product
• Victor Chan, General Manager, Sales
• Rafhan Saiah, General Manager, Ownership
• Vince Yeoh, General Manager, Marketing
• Phang Chee Wei, General Manager, Channel
Kia’s Three-Pillar Strategy: Return, Rebuild, Reposition
Kia is re-entering the Malaysian market with a structured three-pillar plan designed to elevate perceptions and enhance overall brand engagement.
The first pillar centres on reinstating global operational standards, establishing a strong foundation for sustained growth. This is supported by a renewed brand and marketing approach aimed at directly addressing and reframing public skepticism through the question, “Why Kia?”
The second pillar is the rebuilding of its dealer network. KSM aims to prioritise service quality, reliability, and peace of mind, ensuring every customer interaction reflects the true Kia experience.
The final pillar focuses on repositioning Kia’s product portfolio. KSM will curate and introduce models tailored to the specific needs and preferences of Malaysian buyers.
Aligned with its brand philosophy, Kia intends to bring its slogan, “Movement that inspires,” to life across all customer touchpoints. The brand defines “movement” as progress and possibility—not only in transportation, but in personal advancement, connection, and growth. “Inspiration” is what Kia aims to spark through every product and every experience.
Core Line-Up Continues, Enhanced by a Modernised Customer Journey
Alongside an upgraded customer experience, Kia reaffirms its commitment to offering a versatile line-up that caters to both internal combustion and electric vehicle enthusiasts.
The portfolio currently includes the Kia Sportage SUV, the Kia EV9 flagship electric SUV, and the Kia Carnival MPV.
The 2025 fifth-generation Kia Sportage (NQ5) is available in four variants—2.0L, 2.0L High, 1.6T High, and 1.6T High AWD. The 2.0L variants feature a Smartstream 2.0-litre four-cylinder engine producing 154 HP and 192 Nm, paired with a 6-speed automatic gearbox. The 1.6-litre turbo variants deliver 177 HP and 265 Nm via a 7-speed dual-clutch transmission.
A long-standing favourite in Malaysia, the Kia Carnival enters its fourth generation with refined styling and smart packaging. It is offered in 7-, 8-, and 11-seater layouts and is powered by a 2.2-litre Smartstream turbodiesel engine rated at 199 HP and 440 Nm, matched with an 8-speed automatic transmission.
Sitting at the top of the line-up is the Kia EV9 GT-Line, available in both 6- and 7-seat configurations. The dual-motor AWD system generates 380 HP and 700 Nm, supported by a 99.8 kWh battery capable of up to 505 km of driving range. The EV9 also supports DC fast charging up to 350 kW.
Looking ahead, CEO Kim said, “We are on the brink of a very promising journey. Our goal is sustainable, long-term growth, and with a strong, highly experienced team in place, we are eager to re-energise the Malaysian market once again.”
