Kia Malaysia Seeks To Dispel Brand Stigma
Kia Sales Malaysia has relaunched its operations after parting ways with its former local distributor and is now operating as the brand’s principal in Malaysia
Making his official commentary at the event, President and CEO, Hyung Ho Kim said “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,”
Sharing Kia’s vision for 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.
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.
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.”
