SAIC Motor Malaysia has announced the appointment of Hoffen Yih Ben Teh as its new Chief Operating Officer (COO), effective 9 September 2025. The move underscores the company’s ambition to accelerate its growth trajectory in Malaysia, with a sharpened focus on expanding the MG brand, elevating customer experiences, and strengthening aftersales services.

Hoffen brings more than two decades of experience in the automotive sector, spanning product strategy, marketing, manufacturing, and operations. A graduate of Mechanical Engineering from University College London (UCL), he has built a distinguished career in leadership roles and is actively engaged in shaping the industry as a council member of the Malaysia Automotive Association (MAA) and an executive committee member of the Malaysia Zero Emission Vehicle Association (MyZEVA). His work has consistently championed electrification and sustainable mobility.

“We are confident Hoffen’s leadership and expertise will inject fresh momentum into SAIC Motor Malaysia,” said Emory QiFeng, Managing Director of SAIC Motor Malaysia. “His experience in strategic development and organisational growth will be crucial as we prepare for local production of MG vehicles, a milestone that will usher in our second phase of growth in Malaysia.”

As COO, Hoffen will spearhead sales, product, and marketing operations, while also driving the expansion of MG’s dealer network and product line-up. He will play a central role in advancing MG’s green energy vehicle roadmap, enhancing customer engagement, and introducing new retail experiences tailored for today’s digital-savvy buyers.

In his new role, Hoffen emphasised the importance of strengthening SAIC Motor Malaysia’s foundations while positioning MG for long-term success. “I am honoured to join SAIC Motor Malaysia at this pivotal time. My focus will be on unlocking the company’s full potential, supporting the transition to local production, and helping to shape Malaysia’s future mobility landscape,” he said.

With this appointment, SAIC Motor Malaysia signals its readiness to chart a stronger, future-ready path, positioning MG as a key player in Malaysia’s evolving automotive market.