Hyundai Motor Malaysia: Direct Brand Presence and Strategic Shift (June 2025)

Key Developments

Hyundai Motor Malaysia (HMY) was officially established in June 2025, transitioning from a distributor-led model under Sime Motors to a principal-led operational approach. This means HMY is now the brand’s official local entity, responsible for all aspects of the Hyundai brand in Malaysia—brand management, marketing, sales, and customer experience1.
The organization is committed to launching three new SUV and MPV models and will commence local production in Q3 2025.
Hyundai’s presence in Malaysia is now centered in Kuala Lumpur’s financial district (Menara Affin @TRX), with the local workforce expected to reach 100 employees by year-end.

This direct entry highlights Hyundai’s long-term commitment to Malaysia’s economic and industrial growth, with a strong focus on sustainable development and an expanded local presence.
Local assembly operations (in partnership with Inokom Corporation Sdn. Bhd.) will begin in Kedah, aiming to assemble up to seven car models within five years. The manufacturing will initially cover internal combustion engine (ICE) and hybrid electric vehicles (HEVs), with about 30% of vehicles planned for export to neighboring countries.

Hyundai is expanding its dealer network and upgrading after-sales capabilities, targeting 25 outlets by 2030.
Customer experience is a priority, with investments in modernized showrooms, digital integration, and seamless ownership journeys.
Existing customers are encouraged to update their contact details to ensure continued access to service reminders, software updates, and future benefits.

Malaysia holds the largest passenger vehicle demand in ASEAN at 35%, backed by a steady GDP growth rate of 4.3%—factors cited by Hyundai as supporting long-term investment and innovation.
Local assembly and expanded operations are expected to generate job opportunities and contribute significantly to the local automotive industry.

Hyundai maintains a significant legacy in Malaysia since the early 2000s, notably building momentum after partnering with Sime Motors in 2004.
Over 147,862 Hyundai vehicles have been sold in Malaysia, spanning sedans, SUVs, MPVs, and a variety of powertrains, including BEVs and hybrids.
Sime Motors continues as a dealer network partner, ensuring continuity for current and future Hyundai owners during and after this transition.

Hyundai Motor Malaysia’s direct model aims to accelerate innovation, deepen connections with local consumers, and reinforce its role as a regional hub in ASEAN.
The refreshed brand presence includes updated websites, social media channels, and enhanced aftersales and service systems.

For further details and ongoing updates, visit Hyundai Motors Malaysia’s official website