Kia Corporation and Bermaz Auto Berhad have formally concluded their four-year strategic partnership, bringing an end to the arrangement under which Bermaz, through Dinamikjaya Motors Sdn Bhd, served as the sole distributor of Kia vehicles and parts in Malaysia. The agreement signed between Kia and Dinamikjaya Motors confirms that Kia will resume full control of its Malaysian operations, marking the start of a new phase for the brand in the country.
Kia Asia Pacific President and CEO, Ki Seok Ahn, said the company is ready to rebuild its presence in Malaysia with a renewed focus on innovation and customer engagement. He stated that Kia intends to strengthen how customers experience the brand while supporting Malaysia’s automotive sector and broader economy. According to him, Kia’s long-term commitment remains aligned with its “Movement That Inspires” vision, with an emphasis on driving sustainable mobility and creating new forms of interaction with the brand.
From 1 January 2026, Kia will adopt a direct principal-led business model in Malaysia. This change shifts responsibility for brand representation, marketing, sales, customer experience and training directly to Kia. The company views this structural move as an opportunity not only to refine its position in Malaysia but also to influence its broader growth strategy within the ASEAN region.
With the transition, the industry and Kia customers can expect several developments, including improvements to the national dealer network, additional investment in aftersales operations and the introduction of new models. Kia Sales Malaysia Sdn Bhd will be led by Hyung Ho Kim as President and CEO starting January 2026, with Emily Lek appointed as Managing Director.
During the changeover period, Kia owners will continue to receive support through all authorised Kia service centres. Vehicle bookings made before 30 November will still be delivered as planned. However, new bookings will temporarily close from 1 to 31 December 2025 to facilitate the shift to the new operational structure. Customers will be able to place new orders again from January 2026.
Hyung Ho Kim thanked Bermaz for its contributions and the smooth handover process. He noted that the move back to a principal-led model comes at a time when Malaysian buyers are seeking stronger value and fresh engagement from car brands. He added that Kia aims to develop an ownership experience that meets the expectations of existing customers while appealing to new buyers.
As part of its effort to reconnect with the market, Kia will launch a new brand campaign built around the question “Why a Kia?” (“Kenapa Pilih Kia?”), signalling an intention to reintroduce the marque with clarity and confidence as it begins its next chapter in Malaysia.
