Hyundai Motor Malaysia establishes direct brand presence in the country

Hyundai Motor Company is entering a new era in Malaysia with the launch of Hyundai Motor Malaysia (HMY), a dedicated local entity that marks a strategic shift from a distributor-led model under Sime Motors to a principal-led approach. The move signals the brand’s renewed focus on building direct relationships with Malaysian consumers, reinforcing its long-term commitment to the market and elevating its branding, marketing and customer experience.

The move reflects Hyundai’s global brand vision of “Progress for humanity,” bringing the company closer to its customers by taking full ownership of its brand and operations to foster deeper local connections and faster, market-relevant decisions.

By bringing brand, marketing, sales and customer operations in-house, Hyundai aims to accelerate market responsiveness and enhance local relevance. With a team based in Kuala Lumpur’s financial district and growing to 100 employees by year-end, HMY is positioned to take full control of its brand narrative and deliver a more cohesive Hyundai experience nationwide, the company said in a statement.

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“Hyundai has always stood for progress, not just in mobility, but in how we connect with people, communities, and the future,” said Eric Lee, president of Hyundai Motor Malaysia. “This isn’t just a new chapter, it’s a long-term commitment to Malaysia as a strategic hub in ASEAN.”

The rebranding effort goes beyond strategy and structure. Hyundai will debut three new SUV and MPV models under HMY and kickstart local assembly operations in Kedah from the third quarter of 2025. With support from Inokom Corporation, the local plant aims to assemble up to seven models within five years, beginning with internal combustion engine (ICE) and hybrid electric vehicles (HEVs). Around 30 percent of these units are expected to be exported to regional markets.

Jahabarnisa Haja Mohideen, managing director of Hyundai Motor Malaysia, said Malaysia’s strong vehicle demand and stable growth make it an ideal launchpad for Hyundai’s expansion in Asia Pacific. “Malaysia is a market full of untapped potential. These are exactly the conditions that drive innovation and long-term investment,” she said.

While Hyundai charts this new direction, Sime Motors will remain in the picture as part of its dealer network, maintaining sales and aftersales continuity during the transition. “We are proud to have played a pivotal role in Hyundai’s growth in Malaysia,” said Jeffrey Gan, managing director of Sime Motors, Southeast Asia. 

The Hyundai brand presence will also receive a digital refresh. Alongside a new website and updated social media platforms, HMY is encouraging existing customers to update their contact information to ensure smooth access to services, reminders and support.

With this strategic brand shift, Hyundai is also prioritising its aftersales experience, aiming to expand its service network to 25 outlets by 2030 and implementing global best practices across its systems.

Since entering the Malaysian market in the early 2000s, Hyundai has recorded over 147,000 units in sales. Its offerings have ranged from sedans and SUVs to electric vehicles, with models such as the Elantra, Palisade, IONIQ Hybrid and IONIQ 5 N earning loyal followings.

This news comes four months after Hyundai Malaysia named Ahmad Nasyami Mihat, the former head of marketing at PROTON International Sales, as its new head of marketing effective March 2025. 

At the time, Nasyami announced the move on LinkedIn and said: “There’s a lot in the pipeline as we develop new strategies and initiatives to strengthen Hyundai’s presence in the Malaysian market. I’m looking forward to sharing more updates soon.”

In his previous role as head of marketing at Proton, Nasyami managed market entries across Brunei, Bangladesh, Pakistan, Mauritius, and South Africa. These entries were for the Proton X50, X70, and X90 models between 2020 to 2024. He also played a key role in guiding Proton's international sales, leveraging his expertise in strategic marketing and channel management to drive successful campaigns.

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