KUALA LUMPUR: Kia will begin a direct principal-led model in Malaysia, effective Jan 1, 2026.
Kia Sales Malaysia Sdn Bhd will be led by Hyung Ho Kim as its president and CEO effective January 2026, and Emily Lek, as managing director.
A press statement said Kia Corp and Bermaz Auto Bhd have mutually concluded their strategic partnership after four years.
Bermaz, through its subsidiary, Dinamikjaya Motors Sdn Bhd, was previously the sole distributor of new and pre-owned Kia vehicles and spare parts for the brand in Malaysia.
With the signing of the agreement by Kia and Dinamikjaya Motors Sdn Bhd, the return of operations to Kia marks a new beginning in this next chapter of growth for the marquee in Malaysia.
“Kia is excited to reinvigorate our brand presence in Malaysia. We believe our innovation- and customer-centric strategy will enhance how fans experience the brand as we continue to support the growth of Malaysia’s economy and automotive industry," said Kia Asia Pacific president and CEO Ki Seok Ahn.
"We are here to stay and, aligned to our ‘Movement That Inspires’ brand vision, we are dedicated to building a future that inspires new experiences and sustainable mobility,” he added.
Kia said the direct principal-led model is a strategic move that places the group in the driver’s seat to fully lead the brand’s presence, marketing, sales, customer experience and training across Malaysia.
The transition also lends a multiplier effect beyond Malaysian borders as it sets the tone for Kia’s future growth in the Asean region.
Among the milestones the automotive industry and fans of the brand can anticipate from the new principal-led move include enhancements to the Kia dealer network, investments in aftersales service, and new model launches.
Existing bookings for Kia vehicles made before Nov 30 will continue to be fulfilled.
Meanwhile, new bookings will temporarily be paused from Dec 1 to 31, 2025 to make way for the transition to principal-led operations.
Customers can look forward to making bookings for new vehicles beginning Jan 2026.
“We thank Bermaz Group for their dedication to the Kia brand over the past four years and the seamless handover during this transition period. The return of Kia operations to a principal-led model is timely as the market remains hungry for new experiences and value from automotive brands," said Hyung.
"We are grateful to our loyal fans for staying with us through the years and look forward to curating an inspiring ownership experience that proves why a Kia is designed to meet the unique lifestyle needs of both existing and new fans alike,” he added.
To re-engage the market and fans, Kia will embark on a new brand campaign, as the leading Korean marque looks to inspire confidence by answering a simple question, ‘Why a Kia? (‘Kenapa Pilih Kia?’)
For sales and servicing inquiries or immediate 24-hour roadside assistance, contact Kia Malaysia's customer support at 1300 88 0133 or email customersupport@kia-my.com.
