KUALA LUMPUR: Kia Sales Malaysia Sdn Bhd (KSM) is now in the driver’s seat to fully lead the brand’s presence, marketing, sales, ownership experience and training across Malaysia.
This is under the Korean automaker's new direct principal-led model in the country, effective Jan 1, 2026.
The company said it is geared to bring a refreshed experience to the Kia brand across Malaysia and is ready to answer a question on most people’s minds, ‘Why Kia?’.
“Globally, Kia is the 9th largest automotive manufacturer in the world. 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,” said KSM president and CEO Hyung Ho Kim.
Sharing Kia’s vision for Malaysia, KSM 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 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.
Recently, KSM officially introduced its newly formed national sales organisation in Malaysia and the leadership team responsible for spearheading its new vision for the market.
Alongside Hyung and Lek, the senior management team consists of government relations and product director Hafiz Zaim, general manager - sales Victor Chan, general manager - ownership Rafhan Saiah, general manager - marketing Vince Yeoh and general manager - channel Phang Chee Wei.
KSM is looking 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 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.
In line with its re-entry into Malaysia, Kia seeks to tangibly integrate the spirit of its brand slogan, ‘Movement that inspires’ into every touch point.
The current model line-up comprises the Kia Sportage SUV (sports utility vehicle), the EV9 flagship EV (electric vehicle) SUV and the Carnival MPV (multi-purpose vehicle).
The fifth-generation 2025 Sportage (NQ5) SUV is offered in four variants: 2.0L, 2.0L High, 1.6T High and 1.6T High AWD.
The first two variants feature the Smartstream 2.0-litre 4-cylinder engine which delivers 154hp and 192Nm of torque, paired with a six-speed automatic transmission.
For those seeking more exhilaration, the 1.6T variants feature a Gamma II 1.6-litre turbocharged inline-four petrol engine producing 177hp and 265Nm, matched to a seven-speed dual-clutch transmission (DCT).
Now in its fourth generation, the Kia Carnival (KA4) is available in seven-, eight-, and 11-seater configurations.
The Carnival is powered by a Smartstream 2.2-litre turbodiesel four-cylinder engine delivering 199hp and 440Nm, paired with an eight-speed automatic transmission.
Meanwhile, the Kia EV9 GT Line EV SUV stands as the flagship of the KSM range.
Offered in two seating configurations – six- and seven-seater – the EV9 features a dual-motor AWD powertrain producing a combined 380hp and 700Nm of torque.
Its 99.8 kWh battery enables driving distances of up to 505km, complemented by DC fast-charging capability of up to 350kW.
For sales and servicing inquiries, or immediate 24-hour roadside assistance, contact KSM’s customer support at 1300 88 0133 or email customersupport@kia-my.com.
