Kia Malaysia formally launches – plan to be related once more focuses on aftersales; management workforce revealed

Two weeks in the past, we discovered that Kia was shifting to a principal-led mannequin in Malaysia with the institution of Kia Gross sales Malaysia (KSM)and now that firm has been formally launched at an occasion in Bamboo Hills on Wednesday. Taking on from the earlier distributor, the Bermaz-owned Dinamikajaya Motorsthe agency formally launched its management consisting of president and CEO Hyung Ho Kim and managing director Emily Lek.

On the occasion, KSM unveiled its plan to “Be Unstill”, promising to deliver the Korean model again into relevance. Having made a splash within the late 2000s because of fashions just like the ForteKia started to wrestle within the native market within the mid-2010s, because the model’s transfer upmarket, coupled with low resale values and sluggish product rollouts, prompted patrons to retreat to extra acquainted Japanese rivals.

This development continued within the 2020s with the rise of value-focused Chinese language manufacturers – a phenomenon that Lek paradoxically performed a giant function in, having been instrumental in establishing Omoda & Jaecoo Malaysia as a significant drive as its vp. Now enjoying for the Korean workforce, she’s going to assist KSM obtain sustainable development by means of “innovation and enhancing buyer experiences.”

The corporate’s technique will focus of three essential pillars – Return, Rebuild and Reposition. The primary section of reentry has already begun, with a advertising technique that takes on shopper skepticism head on by answering the query, “Why Kia?” Subsequent, KSM intends to rebuild its seller community “past {hardware} and
infrastructure,” with a transparent purpose of enhancing buyer peace of thoughts.

Lastly, the corporate will probably be repositioning its lineup by choosing new merchandise that swimsuit the wants of the Malaysian market. It didn’t present any particulars of what these vehicles could be, however the firm did showcase Dinamikjaya’s present lineup such because the Carnival and Sportagewith the notable exception of the Sorento. Additionally notable is the inclusion of the EV9in stark distinction to sister firm Hyundai Motor Malaysia (HMY) deciding to not provide EVs in the intervening time.

Lek took the chance to introduce the remainder of KSM’s management workforce, a lot of which she has labored with in her close to two-decade stint within the business, together with in varied roles at Mercedes-Benz Malaysia (MBM). These embody director of presidency relations and product Hafiz Zaim, basic supervisor of gross sales Victor Chan, basic supervisor of possession (i.e. aftersales) Rafhan Saiah, basic supervisor of promoting Vince Yeoh, and basic supervisor of channel Phang Chee Wei.

That Kia is barely now selecting to handle Malaysian gross sales instantly is shocking, on condition that it has lengthy established its Asia-Pacific headquarters right here. Its APAC arm operates in 33 international locations – together with ASEAN, Australia and New Zealand – and runs six subsidiaries throughout the area, of which KSM is one among them. One other is Kia Malaysia (KMSB), which manages CKD native meeting on the Inokom plant in Kulim, Kedah.

Established on November 3, KSM will start distributorship operations on January 1, 2026. The corporate will fulfil all orders as much as November 30, and all Kia service centres will proceed to function throughout the transition from Dinamikjaya. Nonetheless, all orders will probably be paused throughout the month of December.

“Our goal is to develop at a sustainable tempo for the long run,” mentioned Hyung Ho Kim. “For us, it’s not a lot about being the quickest rising model; moderately, it’s extra about being a model that cares about our prospects, our sellers and the Malaysian automotive phase.”

Lek added, “It’s a particularly thrilling time for us proper now as we reenter the Malaysian market as a standalone entity. Not represented by a distributor, the model is now led by the principal with full management over our voice, values and imaginative and prescient. With robust programs and a transparent plan in place, we’re able to deliver again the true Kia model expertise.”

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