Kia Corporation Shifts to Direct Principal-Led Model. Say hello to the new Kia Malaysia.
Kia Corporation is set to directly manage its operations in Malaysia, moving to a principal-led model effective January 1, 2026. This strategic move follows the mutual conclusion of the four-year strategic partnership between Kia and Bermaz Auto Berhad. Bermaz, through its subsidiary Dinamikjaya Motors Sdn Bhd, was previously the sole distributor of new and pre-owned Kia vehicles and spare parts in Malaysia. The return of operations to Kia marks a new beginning for the brand’s growth in Malaysia.
Under the new model, Kia will assume full leadership of the brand’s presence, including marketing, sales, customer experience, and training across the country. This transition is expected to have a multiplier effect, setting the tone for Kia’s future growth in the ASEAN region. Kia Sales Malaysia Sdn Bhd, a wholly owned subsidiary of Kia Corporation established in November 2025, will manage nationwide operations. The company will be led by Hyung Ho Kim as its President and CEO, and Emily Lek as Managing Director, effective January 2026, a fact that was known to us for some time. Emily Lek previously served as Vice President of Omoda | Jaecoo Malaysia from its inception to Chery’s public listing on the Hong Kong Stock Exchange. She has years of valuable experience across multiple roles at Mercedes-Benz Malaysia and the finance industry.
For existing customers, all authorized Kia Service Centres across the network will continue to serve after-sales needs, assuring continued peace of mind during the transition. Existing vehicle bookings made before November 30 will be fulfilled. However, new bookings will be paused temporarily from December 1 to December 31, 2025, to facilitate the transition. Customers can look forward to resuming new vehicle bookings starting January 2026.
Kia is focused on enhancements to the dealer network, investments in after-sales service, and new model launches as part of the new principal-led approach. Aligned with its brand vision, ‘Movement That Inspires,’ Kia intends to re-engage the market with a new brand campaign. Kia Asia Pacific President and CEO, Ki Seok Ahn, stated the company is committed to building a future that inspires new experiences and sustainable mobility, supporting the growth of Malaysia’s economy and automotive industry.
