Kia begins a new chapter in Malaysia, shifts to direct principal-led model

KUALA LUMPUR: Hyundai established a direct presence in Malaysia in June this year; now, after five months, Kia has also announced a principal-led model in the country, effective 1 January 2026. 

Kia Corporation has mutually concluded its strategic partnership with Bermaz Auto Berhad (Bermaz) after a course of four years. Bermaz’s subsidiary, Dinamikjaya Motors Sdn Bhd, was responsible for handling the new and pre-owned Kia vehicles and spare parts in Malaysia.

Commencement of Kia Sales Malaysia 

Kia established its National Sales Company, Kia Sales Malaysia Sdn Bhd, as a wholly owned subsidiary of Kia Corporation on November 3, 2025. From January 1, 2026, the new entity will manage nationwide sales, after-sales, training and all wholesale and retail operations for Kia vehicles under the guidance of Hyung Ho Kim as its President and CEO, effective January 2026, and Emily Lek as Managing Director.

This significant move also sets the tone for Kia’s future growth in the ASEAN region, with a multiplier effect beyond Malaysian borders.

“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. 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,” said Kia Asia Pacific President and CEO, Ki Seok Ahn. 

Kia Sales Malaysia: Strategic goals, brand initiatives, and customer support

Under the new principal-led move, the brand is set to enhance its dealer network and after-sales investments, along with new model launches. The automaker also aims to support the nation’s economic and automotive growth. 

To re-engage with fans and customers under its new identity, Kia has rolled out a new brand campaign, titled ‘Why a Kia? (‘Kenapa Pilih Kia?’)

During the transition period, all existing authorised Kia Service Centres will continue to provide after-sales support to the Kia owners. Also, the bookings made before November 30 will continue to be fulfilled. However, the new bookings are temporarily paused from 1st to 31st December 2025 for a smooth transition to principal-led operations. 

“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. 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,” said Kia Sales Malaysia Sdn Bhd President and CEO, Hyung Ho Kim. 

Interested folks can contact Kia Malaysia's Customer Support at 1300 88 0133 or email customersupport@kia-my.com for sales and servicing inquiries or immediate 24-hour roadside assistance. 

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