Kia is charting a confident new course in Malaysia as Kia Sales Malaysia Sdn Bhd (KSM) steps forward with a refreshed strategy, direct leadership from the principal brand, and a renewed commitment to delivering an authentic Kia experience nationwide. Addressing long-standing questions and skepticism head-on, the brand is ready with a clear answer to a question many Malaysians still ask: “Why Kia?”
Under the guidance of President and CEO Hyung Ho Kim, Kia emphasizes long-term, sustainable growth—not quick wins. “Globally, Kia is the 9th largest automotive manufacturer in the world. For us, it’s not about being the fastest growing brand, but being a brand that truly cares about our customers, dealers and the Malaysian automotive landscape,” Kim explains.
This new era begins with Kia’s re-entry into Malaysia as a fully independent entity. Managing Director Emily Lek highlights the significance: “We now operate with full control over our voice, values and vision. With strong systems in place, we are ready to bring back the true Kia brand experience.”
This shift is further strengthened by Malaysia’s role as the home of Kia Asia Pacific (APAC) headquarters—the strategic thinktank overseeing six subsidiaries, including KSM and Kia Malaysia, along with operations spanning 33 markets such as ASEAN, Australia and New Zealand. With a 3.4% market share and over 165,000 units sold in 2024, the APAC hub continues to grow its talent pool and economic impact in Malaysia.
Effective 1 January 2026, KSM takes full command of Kia’s brand presence, sales, ownership experience, marketing, and dealer development, spearheaded by a leadership team boasting more than 100 years of combined industry expertise.
Kia’s new leadership team includes:
- Hyung Ho Kim – President & CEO
- Emily Lek – Managing Director
- Hafiz Zaim – Government Relations & Product Director
- Victor Chan – General Manager, Sales
- Rafhan Saiah – General Manager, Ownership
- Vince Yeoh – General Manager, Marketing
- Phang Chee Wei – General Manager, Channel
This structure strengthens Kia’s operational backbone as it enters a new growth phase.
Kia’s renewed push in Malaysia is anchored by three core initiatives:
- Returning With Global Standards
Kia is implementing international best practices across operations and customer interaction—building the foundation for sustained brand growth. The upcoming “Why Kia?” campaign aims to reshape public perception and confidently address skepticism.
- Rebuilding the Dealer Network
KSM plans to re-establish a robust dealer ecosystem that goes beyond physical infrastructure. The goal? Seamless, reassuring customer journeys that reflect Kia’s commitment at every touchpoint.
- Repositioning the Product Line-up
KSM promises a curated selection of vehicles tailored for Malaysian customers—prioritizing fit, value and long-term reliability.
True to its “Movement that inspires” philosophy, Kia aims to deliver more than mobility. The brand wants to spark creativity, connection and personal growth—making every interaction with Kia an uplifting and inspiring experience. Through this lens, Kia sees mobility as emotional as much as physical, empowering people to explore and move forward in life.
Kia’s revitalised product line-up blends familiarity with forward-thinking engineering:
2025 Kia Sportage (NQ5)
A versatile SUV available in four variants:
- 2.0L & 2.0L High – Smartstream 2.0L engine, 154 HP and 192 Nm, 6-speed automatic
- 1.6T High & 1.6T High AWD – Turbocharged 1.6L with 177 HP and 265 Nm, 7-speed DCT
The fifth-generation Sportage is aimed at families and professionals seeking comfort, refinement and technology.
Kia Carnival (KA4)
A household favourite for over 20 years, the fourth-generation Carnival remains the MPV of choice for large families, available in 7-, 8- and 11-seat configurations. Its 2.2L turbodiesel engine delivers 199 HP and 440 Nm through an 8-speed automatic, offering a blend of practicality and efficiency.
Kia EV9 GT Line
Kia’s flagship EV SUV leads its electrification strategy with:
- Dual-motor AWD output of 380 HP and 700 Nm
- A large 99.8 kWh battery offering up to 505 km of driving range
- Ultra-fast DC charging up to 350 kW
- 6- and 7-seater configurations for families seeking premium electric mobility
As Kia re-establishes its footing in Malaysia, the brand is optimistic. “We have an exciting road ahead,” Kim shares. “With a strong team and a clear long-term vision, we’re ready to excite the Malaysian market once again.”
For sales, service, or roadside assistance, customers may contact KSM Customer Support at 1300 88 0133 or customersupport@kia-my.com.
