Hyundai shuifts gears, establishes direct brand presence in Malaysia
HYUNDAI Motor Company marks a milestone with the establishment of Hyundai Motor Malaysia, a newly-formed local entity following the brand's direct entry into the market.
The move represents Hyundai's evolution from a distributor-led model under Sime Motors to a principal-led operational approach.
This is underpinned by deeper market commitment, enhanced customer engagement and a renewed focus on innovation and long-term growth, the Korean carmaker said.
As part of Hyundai's broader global strategy to strengthen ties in key growth markets in line with its brand vision to drive 'Progress for Humanity', the company said the transition reinforces Malaysia's strategic importance to the brand's future.
"This transition will see Hyundai taking the driver's seat, assuming full responsibility for brand, marketing, sales, and customer experience, with a dedicated local team empowered to make faster, market-relevant decisions and deliver a more connected, customer-first approach," it added.
Hyundai said it is actively expanding its dedicated Malaysian team, laying the foundation for a robust nationwide dealer network and will be launching a series of on-ground initiatives designed to embed the Hyundai brand more deeply into the local automotive landscape.
With a growing workforce projected to reach 100 employees by year-end, Hyundai has firmly planted its roots by establishing its Malaysian headquarters in the heart of Kuala Lumpur's financial district, at Menara Affin @TRX.
This reflects its ambition to be at the centre of innovation and progress in Malaysia.
"Hyundai has always stood for progress - not just in mobility, but in how we connect with people, communities, and the future," said Hyundai Motor Malaysia president Eric Lee.
"Our founder's belief in betterment and sustainable action continues to inspire us as we grow our global footprint. With the establishment of Hyundai Motor Malaysia, we are bringing the strength and agility of a global brand closer to home.
"This isn't just a new chapter - it's a long-term commitment to Malaysia as a strategic hub in Asean."
In the near term, Hyundai Malaysia will introduce three new models across the SUV and MPV categories.
Hyundai's role extends beyond domestic sales.
In collaboration with Hyundai Motor's long-standing contract assembly partner, Inokom Corporation Sdn Bhd, the company plans to establish local assembly operations in Kedah, Malaysia, expected to commence in the third quaerter of 2025.
The facility plans to produce up to seven car models within five years, further integrating Malaysia into Hyundai's global manufacturing network.
In line with the country's sustainability aspirations, Hyundai's manufacturing expansion will initially focus on the local assembly of internal combustion engine (ICE) and hybrid electric vehicles (HEVs) assembly.
This includes This includes a mix of SUVs and MPVs designed to cater to Malaysia's growing appetite for versatile, high-specification vehicles.
As production capacity grows, about 30 per cent of vehicles assembled in Malaysia are expected to be exported to neighbouring markets.
Commenting on Hyundai's expansion into the Malaysian market, Jahabarnisa Haja Mohideen, managing director of Hyundai Motor Malaysia, said: "Malaysia is a market full of untapped potential. It boasts the highest passenger vehicle demand in Asean at 35 per cent, with a steady
GDP growth of 4.3 per cent signalling strong consumer confidence and rising spending power."
These are exactly the conditions that drive innovation and long-term investment, he added.
"By collaborating with local stakeholders, Malaysia stands out as the ideal location to our expand footprint and establish a key hub in Hyundai's growth strategy in the Asia Pacific region," he said.
As Hyundai embarks on a new journey in Malaysia, Sime Motors will remain a valued partner in Hyundai's journey in Malaysia, as part of its dealer network.
"We are proud to have played a pivotal role in Hyundai's growth in Malaysia," said Jeffrey Gan, managing director of Sime Motors.
"As Hyundai embarks on its next phase, we remain committed to supporting its sales and aftersales operations, ensuring continuity, confidence, and a seamless service experience for existing and future Hyundai customers," he added.
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