Kia is preparing for a significant new chapter in Malaysia as Kia Sales Malaysia Sdn Bhd (KSM) steps forward as a fully principal-led entity, aiming to reintroduce the brand with clearer direction, stronger support and a far more polished customer experience. The company is taking on local scepticism directly, encouraging Malaysians to reassess the brand with a simple question in mind: why Kia?

KSM’s President and CEO, Hyung Ho Kim, has stressed that the company is not racing to be the fastest-growing name in the industry. Instead, the mission is to build steady, long-term progress while prioritising the needs of customers, dealers and the broader Malaysian market. The shift to a direct model, effective from 1 January 2026, means KSM now commands all aspects of the brand locally—from marketing and sales to after-sales and training—allowing it to present Kia’s identity without the limitations of a third-party distributor.

Managing Director Emily Lek explained that operating as a standalone entity gives the brand full control over its messaging and direction. She described this as an exciting return, noting that Kia now has the systems, strategy and freedom to deliver what she considers the brand’s true experience.

Malaysia remains a vital hub for the region, with the Kia Asia Pacific headquarters based here. The APAC office functions as the strategic centre for operations across 33 markets including ASEAN, Australia and New Zealand, overseeing six subsidiaries—among them Kia Sales Malaysia and the manufacturing arm, Kia Malaysia.

In 2024, the APAC region accounted for retail sales exceeding 165,000 vehicles, representing a 3.4% market share. With more than 100 staff, the headquarters continues to generate skilled job opportunities, drawing on Malaysia’s talent pool.

KSM has formally introduced a strengthened National Sales Organisation with a leadership team bringing over a century of combined automotive experience. Alongside Kim and Lek are Government Relations and Product Director Hafiz Zaim, Sales General Manager Victor Chan, Ownership General Manager Rafhan Saiah, Marketing General Manager Vince Yeoh and Channel General Manager Phang Chee Wei.

The company’s renewed direction is anchored by three main priorities. The first involves implementing global operating standards to create a stable platform for future expansion. The second is a careful rebuilding of the dealer network. KSM says this will extend beyond facilities and infrastructure, focusing instead on peace of mind and consistent quality at every touchpoint. The third priority is repositioning its Malaysian product line-up with models specifically chosen for local needs.

KSM intends to infuse every part of its operations with the idea behind Kia’s “Movement that inspires” brand message. The company describes movement not just as travel but as personal progression—an invitation to explore, connect and grow. Inspiration, on the other hand, is the emotion Kia hopes to spark through its vehicles and interactions with the brand.

While the company’s structure evolves, the product portfolio remains familiar and strong. The local line-up currently includes the Kia Sportage SUV, the Kia EV9 flagship electric SUV and the ever-popular Kia Carnival MPV. Kia says customers can expect a more contemporary and attentive experience to complement these models.

The latest Sportage, now in its fifth generation, continues to anchor Kia’s SUV range. It comes in four variants—2.0L, 2.0L High, 1.6T High and 1.6T High AWD. The 2.0-litre models use the Smartstream four-cylinder engine producing 154 hp and 192 Nm, paired with a six-speed automatic gearbox. Drivers wanting more punch can step up to the 1.6-litre turbocharged options, delivering 177 hp and 265 Nm through a seven-speed dual-clutch transmission.

For families, the Carnival remains a long-standing favourite. Now in its fourth generation, the MPV combines modern styling with generous cabin space. Customers can choose 7-, 8- or 11-seat configurations, all powered by the Smartstream 2.2-litre turbodiesel engine with 199 hp and 440 Nm, mated to an eight-speed automatic. Its focus on refinement and practicality keeps it one of the most recognisable MPVs on Malaysian roads.

At the top of the range is the EV9, positioned by KSM as the brand’s technological and luxury flagship. Available in 6- or 7-seat layouts, the EV9 uses a dual-motor all-wheel-drive setup generating a substantial 380 hp and 700 Nm. Its large 99.8 kWh battery offers up to 505 km of driving range and supports ultra-fast DC charging at up to 350 kW, making it one of the quickest-charging EVs in its class.

Looking at the year ahead, Kim expressed confidence in the company’s strategy and the team behind it. He noted that Kia’s long-term approach is built around sustainable progress, and said he believes the refreshed local presence, stronger market identity and revitalised product offerings will reignite Malaysian interest in the brand.

With a new structure, a clear strategy and renewed ambition, Kia is working to re-establish itself not just as a familiar name, but as a brand ready to push forward and inspire its customers in Malaysia once again.