Kia has today officially introduced Kia Sales Malaysia Sdn Bhd (KSM), its own national sales company (NSC) in Malaysia. The establishment of KSM was a result of the conclusion of its partnership with Bermaz Auto, whose subsidiary, Dinamikjaya Motors (DJM), ceased operations as the official distributor of Kia in Malaysia late last month.
Under the new direct principal-led model, KSM will assume full responsibility for the brand’s presence in Malaysia effective 1st January 2026, including marketing, sales, ownership experience, and training across Malaysia.
Kia Sales Malaysia Sdn Bhd President and CEO, Hyung Ho Kim, said, “Globally, Kia is the 9th largest automotive manufacturer in the world. Our target is to grow at a sustainable pace for the long term. 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.”
This new NSC also reinforces Malaysia’s strategic importance to the brand, KSM says. Malaysia also serves as the headquarters for Kia’s Asia Pacific (APAC), which oversees six subsidiaries within the region, including the newly formed KSM and the manufacturing arm, Kia Malaysia.
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Alongside the establishment of KSM, Kia also officially unveiled its newly formed National Sales Organisation and leadership team. The team brings together over 100 years of combined industry experience.
Leading the charge for Kia Sales Malaysia are President and CEO, Hyung Ho Kim, working alongside ex-Jaecoo Emily Lek as Managing Director. They will be supported by a senior management team comprising:
- Government Relations and Product Director, Hafiz Zaim
- General Manager, Sales, Victor Chan
- General Manager, Ownership, Rafhan Saiah
- General Manager, Marketing, Vince Yeoh
- General Manager, Channel, Phang Chee Wei
Kia Sales Malaysia Sdn Bhd 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.”
KSM has outlined a three-pillar strategy to re-establish the brand in the local market. First, the company will implement its global operational standards to create a stronger foundation for growth. This will be supported by a marketing strategy designed to directly address market perception.
Second, KSM intends to rebuild its dealer network with an emphasis on service quality. The company noted that this expansion will prioritise the customer experience over physical infrastructure to ensure all touchpoints meet the brand’s global requirements.
Finally, the company plans to reposition its product line-up. KSM stated it will move away from a broad approach, instead opting for a curated selection of models specifically equipped to suit Malaysian preferences. What models, exactly, are they referring to? Nothing has been revealed so far, with the company only saying “stay tuned”.
Currently, the Kia vehicle lineup in Malaysia comprises the Kia Sportage, Kia Carnival, and the fully electric Kia EV9. The marque, under the stewardship of Dinamikjaya Motors, has also recently sold the Sorento, EV6, and Niro EV in the country, although it appears these models will be discontinued for the time being.
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