Hyundai Motor Company has officially ushered in a new era in Malaysia with the establishment of Hyundai Motor Malaysia (HMY), a pivotal move that marks the brand’s transition from a distributor-led model to a principal-led operation. This strategic shift underlines Hyundai’s deeper commitment to the Malaysian market and aligns with its global vision of “Progress for Humanity.”

Previously managed under Sime Motors, Hyundai’s operations in Malaysia will now be helmed by a dedicated local entity, empowered to drive brand direction, marketing strategies, customer engagement, and sales performance. This change enables Hyundai to respond swiftly to market dynamics, delivering a more personalized and connected customer experience.

The decision to take direct control reflects Malaysia’s growing importance within Hyundai’s broader Asia Pacific strategy. With Malaysia boasting the highest passenger vehicle demand in ASEAN—accounting for 35% of regional sales—and a solid GDP growth of 4.3%, the market is primed for innovation and investment.

“Malaysia offers tremendous untapped potential. Our long-term vision is to establish the country as a core hub in our regional operations,” said Jahabarnisa Haja Mohideen, Managing Director of Hyundai Motor Malaysia.

Hyundai’s local headquarters are now based at Menara Affin @TRX in Kuala Lumpur, symbolizing its commitment to becoming a central player in Malaysia’s automotive and economic development. The company is on track to grow its local team to 100 employees by year-end and aims to establish a robust nationwide dealer and service network.

Hyundai’s presence in Malaysia is not limited to sales and marketing. In partnership with Inokom Corporation Sdn. Bhd., Hyundai is preparing to launch local assembly operations in Kedah by Q3 2025. The facility aims to produce up to seven different vehicle models within five years, including internal combustion engine (ICE) and hybrid electric vehicles (HEVs), tailored for both local consumption and export to neighboring countries. Around 30% of locally assembled vehicles are expected to be shipped regionally, further integrating Malaysia into Hyundai’s global production ecosystem.

Customer satisfaction lies at the core of HMY’s operational philosophy. Hyundai is rolling out major upgrades to its aftersales service network, which will expand to 25 outlets by 2030. From modernized showrooms to seamless digital integration and intuitive ownership experiences, Hyundai is setting a new benchmark for customer engagement in Malaysia.

Existing Hyundai customers are encouraged to update their contact information to ensure continued support, including maintenance alerts, software updates, and exclusive ownership benefits.

Since entering the Malaysian market in the early 2000s through its partnership with Sime Motors, Hyundai has built a solid foundation. With over 147,000 vehicles sold nationwide, models like the Elantra, Tucson, Santa Fe, and newer electric offerings such as the IONIQ Hybrid and IONIQ 5 N have gained widespread popularity.

While Sime Motors will continue as a valued dealer partner, the shift to Hyundai-led operations signifies a fresh chapter. “We are proud of our role in Hyundai’s growth. As the brand moves forward, we remain committed to delivering a seamless service experience for Malaysian customers,” said Jeffrey Gan, Managing Director of Sime Motors, Southeast Asia.

Hyundai Motor Malaysia is set to launch three new models in the SUV and MPV categories soon, reinforcing its focus on vehicles that suit local preferences. With innovation, sustainability, and customer satisfaction as its guiding pillars, HMY is poised to redefine Hyundai’s future in Malaysia.

As Eric Lee, President of Hyundai Motor Malaysia, aptly stated, “This isn’t just a new chapter — it’s a long-term commitment to Malaysia as a strategic hub in ASEAN.”

For the latest updates, offers, and news, customers can visit https://www.hyundai.com/my.