Summary
Kia Sales Malaysia (KSM) is a wholly owned subsidiary of Kia Corporation established in November 2025 to oversee the brand’s direct operations in Malaysia. This marks a strategic shift from the previous four-year distribution partnership with Bermaz Auto Berhad’s subsidiary Dinamikjaya Motors to a principal-led model, allowing Kia Corporation full control over marketing, sales, customer experience, and training nationwide. The move aligns KSM with other OEM subsidiaries such as Honda Malaysia and Mercedes-Benz Malaysia, aiming to improve operational efficiency and enhance Kia’s competitiveness in the Malaysian market.
Effective January 2026, KSM appointed Emily Lek, former Vice President of Omoda | Jaecoo Malaysia, as Managing Director and distributor representative, alongside President and CEO Hyung Ho Kim. Lek’s extensive leadership experience in the Malaysian automotive sector, notably her role in Jaecoo’s rapid growth and her collaborative, data-driven management style, is expected to be instrumental in navigating Kia’s transition to direct management and expanding its market presence amid fierce competition.
Kia Sales Malaysia is implementing a customer-centric and innovation-driven strategy focused on enhancing the brand experience, strengthening dealer networks, and investing in aftersales services. The company is also advancing its commitment to sustainable mobility through electrified vehicle offerings like the Kia EV6 and partnerships for EV leasing solutions, reflecting broader industry trends and government incentives encouraging green technology adoption in Malaysia.
The Malaysian automotive market presents significant challenges, including dominant domestic brands Perodua and Proton holding nearly 67% market share, evolving consumer preferences, and infrastructure limitations for electric vehicles. Kia’s direct management approach and new leadership seek to address these hurdles by improving market responsiveness and customer support, positioning the company for long-term growth within Malaysia’s dynamic and competitive automotive landscape.
Background
Kia Sales Malaysia (KSM) was established in November 2025 as a wholly owned subsidiary of Kia Corporation, marking a strategic shift from the previous partnership model to a principal-led approach in Malaysia. This change follows the conclusion of a four-year collaboration between Kia Motors and Bermaz Auto Berhad (BAuto), whose subsidiary Dinamikjaya Motors had served as the official distributor for Kia vehicles and parts in the country. Under the new model, KSM will assume full responsibility for all aspects of the brand’s operations, including marketing, sales, customer experience, and nationwide training.
The transition to direct management by Kia Corporation aligns KSM with other OEM subsidiaries such as Honda Malaysia and Mercedes-Benz Malaysia, representing a move toward greater control and streamlined operations within the Malaysian market. Hyung Ho Kim was appointed as President and CEO of Kia Sales Malaysia, with Emily Lek, formerly Vice President of Omoda | Jaecoo Malaysia, stepping in as Managing Director effective January 2026.
This strategic realignment aims to enhance Kia’s competitiveness in Malaysia and support the brand’s broader expansion strategy within the ASEAN region. By consolidating leadership and operations under Kia Corporation’s direct oversight, the company anticipates improved market responsiveness and a strengthened customer experience nationwide.
New Leadership Appointment
In a significant move for the Malaysian automotive market, Kia Sales Malaysia has announced the appointment of Emily Lek as the new Vice President and distributor representative, marking a strategic leadership transition. Emily Lek brings extensive experience from her previous executive roles at Jaecoo Malaysia and Mercedes-Benz Malaysia, where she notably served as Head of Sales. Her leadership at Jaecoo, particularly in her capacity as Vice President of iCAUR and JAECOO, was instrumental in the brand’s rapid growth, achieving nearly 18,000 unit deliveries within just over a year of operations.
Emily’s leadership style is characterized by fostering collaboration and breaking down organizational silos to enhance team efficiency and success. She is known for her inclusive approach, valuing feedback and empowering her employees, which has been credited with building high-performing teams and driving strategic initiatives effectively. Her data-driven and strategic mindset complements her personable nature, making her a valuable asset to the evolving automotive landscape in Malaysia.
The leadership change comes amid Kia Corporation’s strategic decision to adopt a principal-led model for its operations in Malaysia starting January 1, 2026. This shift follows the conclusion of a four-year distribution partnership with Bermaz Auto Berhad. Under Emily Lek’s leadership, Kia Sales Malaysia aims to navigate this transition smoothly, ensuring continued service excellence and market competitiveness in a fiercely contested local automotive industry dominated by strong domestic brands.
Strategic Vision and Goals
Kia Sales Malaysia has embarked on a refreshed, innovation- and customer-centric strategy aimed at enhancing the overall brand experience for its customers while fostering sustainable mobility. Under the leadership of President and CEO Hyung Ho Kim and Managing Director Emily Lek, the company is transitioning to a direct principal-led model, granting it full control over marketing, sales, customer experience, and nationwide training. This move is designed to boost Kia’s competitiveness in the Malaysian market and act as a catalyst for broader expansion throughout the ASEAN region.
Aligned with its brand vision, “Movement That Inspires,” Kia Sales Malaysia is committed to delivering new experiences that resonate with fans of the brand and contribute to the growth of Malaysia’s economy and automotive industry. The strategic initiatives under this model include enhancements to the dealer network, significant investments in aftersales service, and the launch of new models intended to revitalize the brand’s market momentum.
Furthermore, the company emphasizes continuity for existing customers by maintaining service at all authorized Kia Service Centres during the transition period, with new vehicle bookings temporarily paused to ensure a smooth handover. Through these efforts, Kia Sales Malaysia aims not only to meet evolving customer expectations but also to support sustainable development in the automotive sector, thereby inspiring new experiences across the market.
Implementation and Initiatives
Kia Sales Malaysia has embarked on a series of strategic initiatives aimed at revitalizing the brand’s presence and strengthening its market position within Malaysia’s evolving automotive landscape. Under the leadership of President and CEO Hyung Ho Kim and Managing Director Emily Lek—formerly vice president at Omoda | Jaecoo—the company is focused on enhancing customer experience through innovation and sustainability, aligned with Kia’s global vision of “Movement That Inspires”.
A key component of Kia’s strategy involves comprehensive improvements to the dealer network and aftersales services. These enhancements are designed to ensure professionally trained sales advisors are readily available to assist with product inquiries and test drives, thereby elevating the customer journey at every touchpoint. The refreshed approach also includes substantial investments in aftersales to address longstanding industry concerns such as transparency, post-purchase support, and service quality, which remain critical for sustaining customer loyalty in Malaysia.
Kia Sales Malaysia’s initiatives further embrace the broader industry transition toward electric vehicles (EVs). With models like the Kia EV6 gaining traction, the company is capitalizing on partnerships with local firms such as Yinson GreenTech and Dinamikjaya Motors for EV leasing solutions, signaling a commitment to environmentally conscious mobility options. This aligns with the wider automotive industry trends in Malaysia, where green technology, safety standards, and recycling policies are shaping the future landscape and necessitating collaborative efforts among manufacturers.
In addition, Kia recognizes Malaysia as a strategic market within the Asia-Pacific region. The country serves as the base for Kia’s regional headquarters, reinforcing the importance of expanding its footprint and capturing greater market share through targeted new model launches and principal-led management initiatives. These efforts are expected to bolster Kia’s competitiveness in a market where electric and sustainable mobility solutions are increasingly prioritized by both consumers and policymakers alike.
Challenges and Market Context
The Malaysian automotive industry faces a complex set of challenges and competitive pressures as it navigates a period of transformation in 2023. Among the key concerns highlighted by industry insiders like Nurul Rafiq Bohari of Momentum Motors Sdn Bhd are issues related to sales and aftersales services, transparency, and post-purchase customer support. These challenges reflect broader market dynamics that Kia Sales Malaysia must consider as it seeks to expand its presence.
One significant hurdle is the transition to electric vehicles (EVs), which is constrained by consumer apprehension regarding the driving range of battery electric vehicles (BEVs) and the current underdeveloped charging infrastructure across Malaysia. To stimulate demand and infrastructure growth, the Malaysian government has introduced targeted incentives in the 2022 and 2023 national budgets. Despite these efforts, consumer demand remains cautious, and local manufacturers continue to dominate the market.
In 2023, the Malaysian automotive market remains highly competitive, with the two national brands, Perodua and Proton, holding a combined market share of approximately 66.9%. The government’s historical protection of the local automotive industry further intensifies competition for foreign and new entrants. The market itself, serving a population of around 33 million, recorded sales of nearly 800,000 motor vehicles, making it the second largest in the ASEAN region after Indonesia.
Moreover, the evolving automotive landscape—shaped by green technologies, electrification, self-driving innovations, and mobility-as-a-service models—demands that manufacturers actively adapt their strategies. Malaysian manufacturers, especially national car producers, are encouraged to form strategic alliances and embrace cooperative models to maintain competitiveness and sustainability in the industry.
Within this environment, leadership plays a pivotal role. Emily Lek, the newly appointed Vice President of JAECOO Malaysia, emphasized the company’s readiness to address product enquiries and facilitate test drives, positioning itself to grow alongside its expanding customer base in Sabah. Her leadership style, marked by collaboration and strategic acumen, is expected to be instrumental in navigating the company through the complex challenges and opportunities in Malaysia’s automotive sector.
Additionally, fierce competition extends beyond local brands, with Chinese EV companies entering the Malaysian market and competing against established players. The dynamic and competitive nature of the market underscores the need for continuous innovation and customer-centric strategies.
Impact on the Malaysian Automotive Market
Kia Corporation’s decision to assume direct control of its Malaysian operations by ending its four-year partnership with Bermaz Auto Berhad marks a significant shift in the local automotive landscape. This strategic move, effective from January 1, 2026, allows Kia to implement a principal-led model aimed at strengthening its long-term growth and market presence in Malaysia.
The Malaysian automotive industry is a competitive market dominated by local brands Perodua and Proton, which collectively hold approximately 66.9% of the market share as of 2023. This longstanding protection of the domestic automotive sector poses a formidable challenge for foreign entrants, including Chinese EV companies and other international automakers such as Kia. Despite its relatively small population of around 33 million, Malaysia boasts the second-largest automotive market in ASEAN, with nearly 800,000 vehicle sales recorded in recent years.
Kia’s strategic realignment coincides with a period of notable growth and transformation in Malaysia’s automotive industry. The government’s introduction of energy-efficient vehicle (EEV) incentives and policies has stimulated investment, with 74.5% of approved automotive projects implemented between 2006 and 2022. This favorable environment supports the expansion of electrified vehicle sales, which increased by 10.9% year-over-year in 2024, reaching a total of 638,000 units. In the fourth quarter alone, electrified vehicles accounted for 21.5% of total sales, highlighting a growing consumer shift toward sustainable mobility options.
The appointment of Emily Lek, former Vice President of Jaecoo Malaysia, as distributor further positions Kia to capitalize on these market dynamics. With professionally trained sales advisors and an emphasis on customer engagement, the new leadership aims to expand Kia’s footprint, particularly in regions such as Sabah, aligning with the evolving demands of Malaysian consumers.
Reception and Public Response
The announcement of Kia Sales Malaysia’s new leadership, particularly the appointment of former Omoda | Jaecoo executive Emily Lek as Managing Director, has garnered significant attention within the automotive and business communities. The news was met with a substantial volume of online engagement, with posts related to the leadership transition receiving thousands of votes and hundreds of comments, indicating high public interest and discussion.
Industry observers have highlighted the strategic importance of this leadership change as Kia aims to solidify its presence in the Malaysian market and the broader ASEAN region. Emily Lek’s prior experience as Vice President of Omoda | Jaecoo Malaysia, especially during its formative years leading up to Chery’s public listing on the Hong Kong Stock Exchange, is seen as a valuable asset that could drive Kia Sales Malaysia’s growth under the new direct control model by Kia Corporation.
The formation of Kia Sales Malaysia as a wholly owned subsidiary of Kia Corporation, akin to established entities such as Honda Malaysia and Mercedes-Benz Malaysia, has been recognized as a pivotal step towards streamlined operations and enhanced market responsiveness. This structural change, combined with the fresh leadership team led by Hyung Ho Kim as President and CEO alongside Emily Lek, has generated optimism about the company’s future trajectory among stakeholders and consumers alike.
