Kia hits reset in Malaysia: New bosses, new strategy, and a serious attempt at a comeback

KUALA LUMPUR: Kia is getting ready for yet another comeback in Malaysia, only this time the brand is insisting it is doing it on its own terms.

Kia Sales Malaysia Sdn Bhd (KSM) has been set up as a full national sales organisation, directly under Kia’s regional office instead of a local distributor.

The move puts Malaysia in a more serious role within the brand’s Asia-Pacific plans and, if it works, could finally answer the question many buyers have quietly asked for years: “Why Kia?”

At the media briefing, the backdrop behind the stage summed up the plan in three big icons: Return, Rebuild, Reposition. It is essentially a full reset for the Korean brand here.

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

Principal takes back control

KSM is now led by President and CEO Hyung Ho Kim, who was clear that this is not about chasing volume at any cost.

“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,” he said.

Malaysia already plays a bigger role than most people realise. The country hosts Kia’s Asia Pacific (APAC) headquarters, which acts as the regional think tank. From here, the brand oversees 33 markets including ASEAN, Australia and New Zealand, and manages six subsidiaries, among them Kia Sales Malaysia and Kia Malaysia, the manufacturing arm.

Within APAC, Kia holds a 3.4% market share, built on sales of more than 165,000 vehicles in 2024. The HQ itself employs over 100 staff, drawing from Malaysia’s talent pool.

As of 1 January 2026, the new principal-led model puts KSM in charge of everything the public sees and feels about the brand in Malaysia, from marketing to sales, aftersales, training and overall ownership experience.

New leadership, familiar names

KSM also used the event to roll out its leadership line-up, which collectively has over a century of industry experience.

Alongside Kim, Managing Director Emily Lek will front the brand in Malaysia. She framed this relaunch as a clean break from the old distributor era.

“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,” she said.

Supporting them are:

• 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

This is the team tasked with turning those three big words on the screen into something car buyers can actually feel.

Return, rebuild, reposition

KSM’s three priorities are straightforward, and from our understanding this is what it means:

1. Return
   First, to return properly, Kia wants its Malaysian operations to match global standards. That means tightening up processes on the ground, and rolling out a bolder, more honest brand and marketing strategy that faces scepticism head on and directly addresses “Why Kia?” rather than pretending the question is not there.

2. Rebuild
   Next, the dealer network. Kia says the goal is not just more showrooms but a more consistent experience. The idea is that every touchpoint, from sales to servicing, should reflect what the brand calls the “true Kia experience”, and give owners less reason to worry about support after they sign on the dotted line.

3. Reposition
   Finally, the product plan. KSM says it will be selective, bringing in models and specifications that make sense for our market instead of throwing everything at the wall. The focus is on “the best products, hand-picked and equipped to suit the needs of the Malaysian market.”

The brand also wants its “Movement that inspires” tagline to be more than a slogan on a brochure. Internally, “Movement” is framed as progress and possibility, while “Inspiration” is the feeling they want owners to associate with the brand, whether through the cars themselves or every interaction around them.

Line-up for now: familiar metal, new expectations

For now, the product range is familiar, but KSM is promising a different level of attention around it.

• Kia Sportage (NQ5)
  The fifth-generation Sportage SUV is offered in four variants: 2.0L, 2.0L High, 1.6T High and 1.6T High AWD.

  • 2.0L models use a Smartstream 2.0-litre four-cylinder with 154 hp and 192 Nm, paired with a 6-speed automatic.

  • The 1.6T models get a Gamma II 1.6-litre turbocharged four-cylinder with 177 hp and 265 Nm, matched to a 7-speed dual-clutch transmission.

• Kia Carnival (KA4)
  A long-time sight on Malaysian roads, the latest Carnival continues as a big MPV for families and business owners. It comes in 7, 8 and 11-seater layouts and is powered by a 2.2-litre Smartstream turbodiesel with 199 hp and 440 Nm, paired with an 8-speed automatic.

• Kia EV9 GT Line
  Sitting at the top of the local range is the EV9 GT Line, a large electric SUV offered in 6- or 7-seat form. The dual-motor AWD setup delivers 380 hp and 700 Nm, fed by a 99.8 kWh battery that allows up to 505 km of range, with DC fast charging support of up to 350 kW.

The hardware is not new to keen followers of the brand, but the promise is that the ownership and aftersales experience around these cars will be different from what many Malaysians remember.

Waking the giant?

KSM knows it has work to do. Past ups and downs have left the brand with loyal fans, but also a fair number of people who quietly moved on. The new structure, with Malaysia anchored as APAC HQ and a principal-run KSM, is the clearest sign yet that the brand is serious about fixing that.

Summing up the plan, Kim said, “We have an exciting road ahead. Our target is to grow at a sustainable pace for the long-term and to achieve this, we have a strong team led by industry experts, and we’re all very much looking forward to exciting the Malaysian market again.”

If Kia can match the words on that “Return, Rebuild, Reposition” slide with consistent action at showrooms and service centres, this could be the start of the brand finally waking up properly in Malaysia, not just hitting the snooze button again.

Facelifted Kia Carnival to be launched under new management? Petrol powered Carnival for Malaysia?

So what model will Kia use to officially reopen its account in Malaysia under the new management? All signs seem to be pointing toward the facelifted Kia Carnival — especially since the refreshed MPV has already made its debut next door in Thailand.

The facelifted Kia Carnival in Thailand brings one major change: the diesel engine is gone, replaced entirely by a new 1.6-litre turbo-hybrid powertrain producing 245 PS and 367 Nm. Built in Malaysia apparently according to Headlight Magazine, the updated MPV adopts Kia’s latest design language with a larger grille, vertical LED headlights, redesigned taillights and new 19-inch wheels.

Inside, updates include a unified widescreen panel that houses a new digital instrument cluster and an upgraded infotainment system with wireless Apple CarPlay and Android Auto. A cleaner dashboard layout, USB-C ports, ambient lighting and revised switchgear modernise the cabin.

Higher trims add premium touches like dual sunroofs, Bose audio and powered “Relaxation” seats, while SmartSense safety features and eight airbags are standard. With the hybrid now leading the line, this looks set to be the version Malaysia adopts next.

Also Read: 2026 Kia EV9 gets a Nightfall Edition package in the US