Hyundai begins a new chapter in Malaysia - Direct operations, strategic roadmap & new launches

KUALA LUMPUR: Hyundai has been a familiar name on Malaysian roads since the early 2000s, with Sime Motors (formerly known as Sime Darby Motors) as its official distributor. However, the brand’s journey in Malaysia will no longer be the same moving forward. 

Hyundai has shifted gears to establish a direct presence in Malaysia and has established Hyundai Motor Malaysia (HMY). It marks a strategic shift from a distributor-led model to a direct principal-led model, showcasing the company’s strong commitment to Malaysia’s economic and automotive development.

This strategic move is a part of the marque’s global strategy to expand in key markets and aligns with its vision of “Progress for Humanity.”

Hyundai has now taken the driver’s seat and is now fully responsible for the brand’s presence, marketing, sales, and customer experience. It is actively expanding its dedicated Malaysian team with quicker decisions and a more customer-focused approach.

Hyundai Motor Malaysia: Strategic plans and operational roadmap

Headquarters & workforce growth 

Hyundai Motor Malaysia has established its headquarters at Menara Affin @ TRX, located in the heart of Kuala Lumpur’s financial district. To support its expansion and localisation efforts, it aims to grow its local workforce to 100 employees by the end of the year.

Three new models set to launch

The company’s official press release also mentions the introduction of three new models, covering both the SUV and MPV segments. The upcoming Hyundai car will address rising consumer demand for spacious, versatile vehicles with advanced features tailored for Malaysian buyers.

Local assembly operations 

With its long-standing contract assembly partner, Inokom Corporation Sdn. Bhd, Hyundai Motor Malaysia will set up local assembly operations in Kedah, expected to commence in Q3 2025. This facility will be producing up to seven car models (including pure ICE and HEVs) within five years.  

With long-term growth in production capacity, the company plans to export approximately 30 per cent of the vehicles assembled to neighbouring markets.

Dealer and after-sales network 

While the immediate focus is on a seamless operational transition and service continuity, Hyundai Motor Malaysia is also investing in expanding its dealer and after-sales network. It includes modernisation of showrooms and integration of digital tools, providing a more intuitive, connected, and satisfying ownership experience to customers.

HMY has planned to roll out key improvements across its service network, expanding to 25 outlets by 2030 and after-sales system upgrades to enhance parts availability, response times, and service quality.

New online platforms

As part of the transition, Hyundai has also revamped its Hyundai's official website and social media channels (Facebook, Instagram, YouTube, LinkedIn and TikTok) to align with its refreshed brand identity.

The company also requests existing Hyundai customers to update their contact details via this link to ensure continued access to important updates, including service reminders, software updates, maintenance campaigns, future ownership benefits and other important updates.

“Hyundai has always stood for progress — not just in mobility, but in how we connect with people, communities, and the future. Our founder’s belief in betterment and sustainable action continues to inspire us as we grow our global footprint. With the establishment of Hyundai Motor Malaysia, we are bringing the strength and agility of a global brand closer to home. This isn’t just a new chapter — it’s a long-term commitment to Malaysia as a strategic hub in ASEAN. Backed by innovation, vertical integration, and purpose-driven growth, we look forward to building with our partners, serving our customers, and contributing meaningfully to Malaysia’s economy,” said Eric Lee, President, Hyundai Motor Malaysia.

A brief look at Hyundai’s journey so far in Malaysia

As mentioned before, Hyundai’s presence in Malaysia has been managed by Sime Darby Motors since the early 2000s. This collaboration played a pivotal role in expanding the brand’s reach and recognition nationwide. Key milestones include -

• A wide range of models (ICE, Hybrid, BEV & HFCV), from popular sedans, SUVs, and MPVs, were launched over these years.
• Some prominent names are - Elantra, Veloster, Palisade, Sonata, Tucson, Santa Fe, Starex, Staria, IONIQ Hybrid, and IONIQ 5 N.
• To date, over 147,862 units have been sold.

Sime Motors will remain a valued partner in Hyundai’s journey in Malaysia, as part of its dealer network.

“We are proud to have played a pivotal role in Hyundai’s growth in Malaysia. As Hyundai embarks on its next phase, we remain committed to supporting its sales and aftersales operations — ensuring continuity, confidence, and a seamless service experience for existing and future Hyundai customers,” said Jeffrey Gan, Managing Director of Sime Motors, Southeast Asia.

Also read: Second-gen Hyundai Palisade makes ASEAN debut in Indonesia