PETALING JAYA: Hyundai Motor Company has officially launched Hyundai Motor Malaysia (HMY), marking its transition from a distributor-led approach under Sime Motors to a principal-led operation in the country.
The new entity, headquartered at Menara Affin @TRX in Kuala Lumpur’s financial district, assumes full responsibility for brand management, marketing, sales and customer experience.
Hyundai has begun recruiting a dedicated local team, which is expected to grow to around 100 employees by the end of the year, and will roll out a strengthened nationwide dealer network along with on-ground initiatives designed to deepen its market presence.
Under its global “Progress for Humanity” vision, Hyundai cites Malaysia as a strategic growth market in Asean.
In the near term, HMY plans to introduce three new SUV and MPV models. In collaboration with long-standing assembly partner Inokom Corporation, the company will establish a local assembly facility in Kedah, scheduled to begin operations in Q3 2025.
The plant will initially assemble internal combustion engine and hybrid electric vehicles, with capacity to handle up to seven different models within five years.
About 30% of production is slated for export to neighbouring markets.
“Hyundai has always stood for progress – not just in mobility but in how we connect with people, communities and the future,” said Hyundai Motor Malaysia president Eric Lee.
“This isn’t just a new chapter – it’s a long-term commitment to Malaysia as a strategic hub in Asean.”
Hyundai Motor Malaysia managing director Jahabarnisa Haja Mohideen pointed out Malaysia’s high passenger vehicle demand, which accounts for 35% of Asean’s market, and steady GDP growth of 4.3%, as factors underpinning the decision to expand local operations.
As expected, Sime Motors will remain part of Hyundai’s dealer network, supporting sales and after-sales to ensure continuity for existing customers.
“We are proud to have played a pivotal role in Hyundai’s growth in Malaysia,” said Sime Motors Southeast Asia managing director Jeffrey Gan.
Looking ahead, HMY will upgrade showrooms and digital touchpoints, modernise after-sales facilities and expand its service network to 25 outlets by 2030.
Existing owners are encouraged to update contact details to receive service reminders, software updates and maintenance notifications via new Hyundai Malaysia digital channels.
A series of local engagement programmes will further embed the brand in the Malaysian automotive landscape as Hyundai embarks on its next phase of regional growth.
