SAIC Motor Malaysia has appointed Hoffen Yih Ben Teh as the new Chief Operating Officer (COO). The company says this new development reflects its commitment to the Malaysian market as it prepares for future growth in the region — focused on expanding the MG Motor brand, delivering superior customer experience, and improving after-sales services.
As COO, Hoffen will oversee Sales, Product, and Marketing operations, succeeding Lee Wen Hsiang, who has recently departed the company. Hoffen will be orchestrating the expansion of MG’s dealer network, broadening its product portfolio, and accelerating the company’s green energy vehicle roadmap.
With over 20 years of experience in the automotive industry, SAIC Motor Malaysia says that Hoffen will play a pivotal role in its product and marketing strategy, as well as local production planning.
“His appointment signals SAIC Motor Malaysia’s focus on driving a more robust sales and marketing strategy while laying the foundation for local production. This includes building a stronger ecosystem through strategic collaborations with external partners and relevant agencies to establish a future-ready and sustainable operational framework,” the company said.
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A Mechanical Engineering graduate from University College London, Hoffen previously served as Senior Vice President at Mitsubishi Motors Malaysia. He is also an active council member of the Malaysia Automotive Association (MAA) and sits on the executive committee of MyZEVA (Malaysia Zero Emission Vehicle Association).
SAIC Motor Malaysia Chief Operating Officer, Hoffen Teh, said, “I am honoured to join SAIC Motor Malaysia, a company whose vision strongly resonates with mine. My priority is to strengthen the organisation’s foundations and unlock its full potential, while creating a solid platform for MG to grow. I look forward to collaborating with the team to drive new opportunities, support the transition to local production, and help shape the future of mobility in Malaysia.”
Adding to this statement, SAIC Motor Malaysia Managing Director, Emory QiFeng, said, “I am confident that Hoffen’s leadership and extensive industry experience will bring fresh energy and direction to SAIC Motor Malaysia. His expertise in strategic development and organisational structuring will be instrumental as we take bold steps forward.”
“With MG’s growing momentum in the market, we are optimistic about starting local production soon, a milestone that will mark the beginning of our second phase in Malaysia. This will enable us to serve customers better and further strengthen MG’s position as the leading continental upmarket brand in the country,” he added.
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