Latest: The three models previewed on June 24 were the all-new Santa Fe, and refreshed Tucson and Staria.
Hyundai Motor Company has officially launched Hyundai Motor Malaysia (HMY), marking its shift from a distributor-led to a principal-led model in the country.
Established today, HMY assumes full responsibility for brand management, marketing, sales and customer experience, replacing Sime Motors’ former distributor role. The new headquarters at Menara Affin @ TRX in Kuala Lumpur’s financial district will house a local team set to expand to around 100 employees by year-end.
Under its “Progress for Humanity” vision, Hyundai will introduce three new SUV and MPV models, with local assembly scheduled to begin in the third quarter of 2025.
In collaboration with long-standing partner Inokom Corporation in Kedah, HMY will initially focus on internal-combustion and hybrid-electric vehicle production. The facility is projected to handle up to seven models within five years, with around 30 per cent of output earmarked for export to neighbouring markets.
The direct-entry strategy is designed to enhance market responsiveness, foster job creation and reinforce Hyundai’s long-term commitment to Malaysia’s economic growth.
The company has outlined plans to develop a robust nationwide dealer network and roll out on-ground initiatives to deepen customer engagement.
By 2030, HMY intends to expand its after-sales network to 25 outlets, backed by modernised showrooms and upgraded digital services to streamline ownership experiences.
Eric Lee, President of Hyundai Motor Malaysia, said the move brings “the strength and agility of a global brand closer to home” and underlines Malaysia’s role as a strategic Asean hub.
Managing director Jahabarnisa Haja Mohideen pointed out Malaysia’s “highest passenger-vehicle demand in Asean at 35 per cent” and steady GDP growth of 4.3 per cent as key drivers for Hyundai’s investment.
Sime Motors will remain part of Hyundai’s dealer network, ensuring continuity in sales and after-sales support during the transition.
Since its partnership launch in 2004, Sime has helped Hyundai capture over 147,800 vehicle sales across sedans, SUVs, MPVs and energy-efficient models, including the Ioniq and Tucson lines.
With HMY now at the helm, Hyundai aims to leverage local assembly, enhanced service capabilities and direct customer engagement to accelerate its Malaysian market expansion and set a new standard for automotive excellence in the region.
