Kia Sales Malaysia will oversee all retail and aftersales functions in Malaysia from January 2026.
Whether driven by regional ambitions or the rising challenge from Chinese automakers, the South Koreans are finally taking a closer interest in Malaysia. Such is as not long after Hyundai’s shift to a principal-led model, Kia has also since recently said its polite kamsahamnida to Bermaz and taken the reins of its own destiny here.
Beginning 1 January 2026, Kia Sales Malaysia (KSM) will oversee all sales, aftersales, training, wholesale and retail functions nationwide. And if the name sounds slightly unusual, that is for a practical reason: “Kia Malaysia” is already in use by the entity responsible for the brand’s long-running local assembly operations in Kulim.
KSM will be led by Hyung Ho Kim as president and CEO, with former Omoda Jaecoo vice-president Emily Lek appointed as managing director effective the same date. Supporting them is a senior leadership team comprising:
• Hafiz Zaim, Government Relations & Product Director
• Victor Chan, General Manager, Sales
• Rafhan Saiah, General Manager, Ownership
• Vince Yeoh, General Manager, Marketing
• Phang Chee Wei, General Manager, Channel
Now as part of its renewed push, Kia intends to reshape how Malaysians perceive and interact with the brand, guided by three strategic pillars.
Firstly, the company will implement Kia’s global operational standards, establishing a stronger foundation for long-term growth. This includes a refined brand and marketing strategy built around a clear, compelling proposition designed to address one key question: “Why Kia?”
Secondly, KSM aims to rebuild and elevate its dealer network. Beyond physical facilities, the focus will be on consistent customer assurance — ensuring that every interaction reflects Kia’s commitment to peace of mind and a seamless ownership experience.
Thirdly, Kia will review and reposition its product portfolio. Only models that are best aligned with Malaysian market expectations — both in specification and suitability — will be prioritised moving forward.
When it comes to upcoming models however, Kia is still to be keeping its cards close to its chest. For the time being therefore, the current line-up remains unchanged, led by the Carnival MPV, the EV9 flagship electric SUV, and the new Sportage, which incidentally only arrived earlier this year.
As for existing Kia owners, all aftersales support will continue as normal at authorised service centres. Vehicle bookings made before 30 November will be honoured, although Kia will temporarily pause new bookings throughout December 2025 to facilitate its organisational transition.
Speaking on the brand’s future direction, Hyung Ho Kim remarked, “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. We’re very much looking forward to exciting the Malaysian market again.”
And for what it is worth, this 9th largest automotive manufacturer in the world actually makes some decent cars. Unfortunately though, the brand has long been plagued locally with long-standing stigma surrounding “kimchi cars”… to the point that several newly arrived Chinese brands have already surpassed its local sales within just a few years, despite Kia’s nearly three-decade presence in Malaysia.
