Hyundai Motor Company has officially announced the establishment of Hyundai Motor Malaysia (HMY), marking a transformative step in the brand’s expansion and long-term commitment to the Malaysian market. The newly formed local entity represents Hyundai’s evolution from a distributor-led model (previously under Sime Motors) to a principal-led, market-direct operation aimed at delivering more innovation, responsiveness, and customer-centric service.

The move is part of Hyundai’s global “Progress for Humanity” vision and reinforces Malaysia’s position as a strategic hub in the ASEAN region. Under this new structure, HMY will fully manage brand strategy, sales, marketing, and customer experience, supported by a dedicated and fast-growing local team based in Menara Affin @TRX, Kuala Lumpur’s premier financial and innovation district.

Driving Local Commitment: New Models and Local Assembly Plans

Hyundai’s direct entry also brings immediate growth plans. HMY will launch three new SUV and MPV models in the near term, while also establishing local assembly operations in Kedah by Q3 2025 in collaboration with Inokom Corporation. This facility aims to produce up to seven models over five years, including a mix of internal combustion engine (ICE) and hybrid electric vehicles (HEVs). Around 30% of locally assembled vehicles are expected to be exported to neighbouring markets, aligning with both national industrialisation goals and Hyundai’s regional ambitions.

A New Era of Innovation and Customer-Centricity

Hyundai Malaysia will place customer experience at the heart of its strategy, including the modernisation of showrooms, stronger digital integration, and intuitive aftersales services. The company plans to expand its aftersales network to 25 outlets by 2030 and implement system upgrades that streamline the entire ownership journey.

“Hyundai isn’t just moving into a new operational model — we’re setting down roots for the long haul,” said Eric Lee, President of Hyundai Motor Malaysia. “With direct control and a dynamic local team, we aim to deepen our connection with Malaysians, invest in the economy, and deliver mobility solutions that reflect Hyundai’s innovation and global expertise.”

Supporting Continuity: Sime Motors Remains as Dealer Partner

While HMY takes the lead, Sime Motors will remain a key dealer partner to ensure seamless continuity in sales and aftersales service. “We’re proud of our two-decade legacy with Hyundai and look forward to supporting this new chapter,” said Jeffrey Gan, Managing Director of Sime Motors, Southeast Asia.

Why Malaysia Matters

With the highest passenger vehicle demand in ASEAN (35%) and a strong GDP growth trajectory of 4.3%, Malaysia presents the ideal conditions for Hyundai’s long-term investment. “Malaysia is full of untapped potential,” said Jahabarnisa Haja Mohideen, Managing Director of Hyundai Motor Malaysia. “Strong consumer confidence and rising spending power make this market primed for innovation.”

A Look Back: Hyundai’s Malaysian Legacy

Hyundai’s relationship with Malaysian motorists began in the early 2000s and flourished through its 2004 partnership with Sime Darby Motors. Over the years, Malaysians have embraced a wide range of Hyundai models — from the Elantra, Sonata, Tucson, and Santa Fe, to energy-efficient vehicles like the IONIQ Hybrid and IONIQ 5 N. To date, Hyundai has sold over 147,000 vehicles in Malaysia, building a strong and loyal customer base.

What’s Next?

As part of the transition, Hyundai is refreshing its local website and social channels to align with the new brand experience. Existing Hyundai customers are encouraged to update their contact details online to stay informed about service reminders, software updates, maintenance campaigns, and exclusive ownership benefits.

With innovation at its core, Hyundai Motor Malaysia is ready to chart a bold new course — one driven by purpose, powered by technology, and designed for Malaysians.