Hyundai Motor Company has taken a major step in its expansion strategy with the establishment of Hyundai Motor Malaysia (HMY), marking the brand’s transition from a distributor-led presence to a direct, principal-led operation in the country. This shift signifies Hyundai’s deeper commitment to the Malaysian market, a strategic move that aims to foster long-term growth, strengthen customer engagement, and accelerate innovation.
With this change, Hyundai assumes full responsibility for all aspects of its operations in Malaysia, including marketing, branding, sales, and customer service. This new structure empowers a locally based team to make faster, more relevant decisions and tailor its approach to the unique demands of Malaysian consumers.
HMY is the latest expression of Hyundai’s global ambition to “drive Progress for Humanity,” reinforcing Malaysia’s position as a key growth market in Southeast Asia. Hyundai is now laying the groundwork for a robust dealer network and on-ground initiatives that will solidify its presence. Its new headquarters at Menara Affin @TRX in Kuala Lumpur symbolises its aspiration to be at the centre of progress and innovation in Malaysia.
Eric Lee, President of Hyundai Motor Malaysia, underscored the importance of the move by noting that it marks not just a new operational chapter, but a long-term investment in Malaysia’s future. He emphasised that Hyundai’s focus goes beyond mobility, encompassing meaningful engagement with communities and a commitment to sustainable progress.
As part of its local growth plan, HMY will introduce three new models across the SUV and MPV segments. Hyundai is also preparing to begin local assembly operations in collaboration with long-standing partner Inokom Corporation Sdn Bhd at a facility in Kedah, with production slated to commence in the third quarter of 2025. The plant is expected to manufacture up to seven models within five years, including internal combustion engine and hybrid electric vehicles. Around 30 percent of locally assembled vehicles will be exported to neighbouring countries.
Jahabarnisa Haja Mohideen, Managing Director of Hyundai Motor Malaysia, pointed out that Malaysia offers ideal conditions for expansion, citing strong GDP growth and the highest passenger vehicle demand in ASEAN at 35 percent. She added that Hyundai’s long-term plans align well with the country’s growing consumer confidence and appetite for high-specification vehicles.
Sime Motors, Hyundai’s former distributor and long-time partner, will continue to play a key role in the company’s evolution in Malaysia. Jeffrey Gan, Managing Director for Southeast Asia at Sime Motors, confirmed the group’s ongoing support for Hyundai’s sales and aftersales operations, ensuring a smooth transition and uninterrupted service for existing customers.
Looking ahead, Hyundai Motor Malaysia aims to enhance its aftersales operations and modernise its dealer network, placing a strong emphasis on digital integration and customer-centric service. HMY also plans to expand to 25 service outlets by 2030 and implement improvements in service quality and system upgrades, in line with global standards.
Existing Hyundai owners are encouraged to update their contact details through Hyundai’s official channels to ensure uninterrupted access to important updates such as software upgrades, service reminders, and maintenance campaigns. This refresh is part of Hyundai’s broader push to streamline customer experience and provide a seamless ownership journey.
Hyundai has been a familiar brand in Malaysia since the early 2000s, with its partnership with Sime Motors dating back to 2004. Over the years, the brand has introduced a wide range of vehicles to the Malaysian market — from the Elantra and Sonata to the Santa Fe, Starex, IONIQ Hybrid, and IONIQ 5 N. These models have collectively accounted for over 147,000 units sold nationwide, establishing a loyal customer base and reflecting growing trust in the brand.
The launch of Hyundai Motor Malaysia represents more than just corporate restructuring—it is a bold commitment to Malaysia’s mobility future, backed by innovation, sustainability, and a vision of shared progress.
