By - Hyundai Motor Company (HMC) establishes Hyundai Motor Malaysia (HMY), marking a strategic shift to a direct principal-led model
- Three new SUV and MPV models to be introduced, with local production commencing Q3 2025
- Direct presence to enhance market responsiveness, foster job creation, and reinforce Hyundai’s commitment to long-term growth in Malaysia
MALAYSIA, June. 18, 2025 – Hyundai Motor Company marks a significant milestone with the official establishment of Hyundai Motor Malaysia (HMY), a newly formed local entity following the brand’s direct entry into the market. This strategic move represents Hyundai’s evolution from a distributor-led model under Sime Motors to a principal-led operational approach, underpinned by deeper market commitment, enhanced customer engagement, and a renewed focus on innovation and long-term growth.
As part of Hyundai’s broader global strategy to strengthen ties in key growth markets in line with its brand vision to drive Progress for Humanity, this transition reinforces Malaysia’s strategic importance to the brand’s future. This transition will see Hyundai taking the driver’s seat — assuming full responsibility for brand, marketing, sales, and customer experience, with a dedicated local team empowered to make faster, market-relevant decisions and deliver a more connected, customer-first approach.
Driving Forward: Hyundai’s Long-Term Commitment to Growth in Malaysia
Hyundai’s direct entry into the Malaysian market marks a significant milestone in its global expansion strategy – underscoring a long-term commitment to the nation’s economic and industrial growth. This commitment is realised through its strong emphasis on sustainable development and a growing local presence.
The company is actively expanding its dedicated Malaysian team, laying the foundation for a robust nationwide dealer network and will be launching a series of on-ground initiatives designed to embed the Hyundai brand more deeply into the local automotive landscape. With a growing workforce projected to reach 100 employees by year-end, Hyundai has firmly planted its roots by establishing its Malaysian headquarters in the heart of Kuala Lumpur’s financial district, at Menara Affin @TRX – reflecting its ambition to be at the centre of innovation and progress in Malaysia.
“Hyundai has always stood for progress — not just in mobility, but in how we connect with people, communities, and the future. Our founder’s belief in betterment and sustainable action continues to inspire us as we grow our global footprint. With the establishment of Hyundai Motor Malaysia, we are bringing the strength and agility of a global brand closer to home. This isn’t just a new chapter — it’s a long-term commitment to Malaysia as a strategic hub in ASEAN. Backed by innovation, vertical integration, and purpose-driven growth, we look forward to building with our partners, serving our customers, and contributing meaningfully to Malaysia’s economy,” said Eric Lee, President, Hyundai Motor Malaysia.
In the near term, HMY will introduce three new models across the SUV and MPV categories. Hyundai’s role extends beyond domestic sales. In collaboration with Hyundai Motor’s long standing contract assembly partner, Inokom Corporation Sdn. Bhd., the company plans to establish local assembly operations in Kedah, Malaysia, expected to commence in Q3 2025. This facility plans to produce up to seven (7) car models within five years, further integrating Malaysia into Hyundai’s global manufacturing network. In line with the country’s sustainability aspirations, Hyundai’s manufacturing expansion will initially focus on the local assembly of internal combustion engine (ICE) and hybrid electric vehicles (HEVs) assembly. This includes a mix of SUVs and MPVs designed to cater to Malaysia’s growing appetite for versatile, high specification vehicles. As production capacity grows, approximately 30 percent of vehicles assembled in Malaysia are expected to be exported to neighbouring markets.
Commenting on Hyundai’s expansion into the Malaysian market, Jahabarnisa Haja Mohideen, Managing Director, Hyundai Motor Malaysia, shares: “Malaysia is a market full of untapped potential — it boasts the highest passenger vehicle demand in ASEAN at 35%, with a steady GDP growth of 4.3% signalling strong consumer confidence and rising spending power.”
These are exactly the conditions that drive innovation and long-term investment. By collaborating with local stakeholders, Malaysia stands out as the ideal location to expand our footprint and establish a key hub in Hyundai’s growth strategy in the Asia Pacific region.”
As Hyundai embarks on a new journey in Malaysia, Sime Motors will remain a valued partner in Hyundai’s journey in Malaysia, as part of its dealer network.
“We are proud to have played a pivotal role in Hyundai’s growth in Malaysia. As Hyundai embarks on its next phase, we remain committed to supporting its sales and aftersales operations — ensuring continuity, confidence, and a seamless service experience for existing and future Hyundai customers,” said Jeffrey Gan, Managing Director of Sime Motors, Southeast Asia, reaffirming the company’s commitment to a smooth transition.
The Road Ahead: A Future-Focused Journey with Malaysia
While the immediate focus is on a seamless operational transition and service continuity, Hyundai’s long-term vision goes beyond. HMY is actively upgrading its dealer and after-sales network, placing customer experience at the core — from modernised showrooms and enhanced digital integration to a more intuitive and seamless ownership journey.
Reflecting on Malaysia’s growing role in Hyundai’s regional strategy, Lee added: “Malaysia has always been an important part of Hyundai’s journey in Southeast Asia. With the establishment of Hyundai Motor Malaysia, we are entering a new chapter that allows us to work even more closely with our customers, partners, and communities.
Following the establishment of HMY is a refresh of all of Hyundai’s official website and social media channels.
To ensure continued access to important updates, including service reminders, software updates, maintenance campaigns, future ownership benefits and other important updates, existing Hyundai customers in Malaysia are encouraged to update their contact details via this [link] This will enable HMY to deliver uninterrupted support and a more seamless ownership experience across its existing customer base.
HMY also aims to set a new benchmark in aftersales excellence. By leveraging global best practices and investing in local service capabilities, Hyundai plans to roll out key improvements across its service network, expanding to 25 outlets by 2030 and aftersales system upgrades for an enhanced customer experience.
Hyundai’s Journey in Malaysia
Hyundai has been a familiar name on Malaysian roads since the early 2000s, with its local presence gaining momentum following its partnership with Sime Motors (then known as Sime Darby Motors) in 2004. This collaboration played a pivotal role in expanding the brand’s reach and recognition nationwide.
Over the years, Malaysians have embraced a wide range of multi-powertrain Hyundai models (ICE, Hybrid, BEV & HFCV) — from popular sedans, SUVs and MPVs to lifestyle vehicles like the Elantra, Veloster, Palisade, Sonata, Tucson, Santa Fe, Starex, and Staria to newer electric and energy efficient vehicles such as the IONIQ Hybrid, and IONIQ 5 N. Together, these vehicles have recorded over 147,862 units in sales, underscoring Hyundai’s growing market acceptance and loyal customer base.
For more exciting news, updates and information on offers, please visit our website at https://www.hyundai.com/my
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About Hyundai Motor Company
Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision ‘Progress for Humanity,’ Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions while pursuing open innovation to introduce future mobility services. In pursuit of a sustainable future for the world, Hyundai will continue its efforts to introduce zero-emission vehicles with industry-leading hydrogen fuel cell and EV technologies.
More information about Hyundai Motor and its products can be found at: https://www.hyundai.com/worldwide/en/ or Newsroom: Media Hub by Hyundai
About Sime Motors
Sime Motors is one of the core businesses of Sime Group, actively involved in all facets of the automotive business – from importation and assembly, to distribution, retail and rental. The subsidiary of Sime Motors, Inokom Corporation is involved in the assembly of passenger cars, multi-utility vehicles, multi-purpose vehicles and commercial vehicles. The manufacturing facility first commenced production in 1997 in Padang Meha, Kulim, occupying 200 acres of freehold land. Visit www.simemotors.com.my for more information.
Contacts:
Chegne Shuk Yin
Public Relations
Z503533@hyundai.com
+6016-225 7830
Farisya Khairuddin
Public Relations / Innocean Malaysia
farisya.khairuddin@innocean.my
+6012-405 0381
Ernie Lee
Public Relations / Mad Hat Asia
ernie@madhat.asia
+6014-222 9925
Hyundai Motor Malaysia www.hyundai.com
Disclaimer: Hyundai Motor Malaysia believes the information contained herein to be accurate at the time of release. However, the company may upload new or updated information if required and assumes that it is not liable for the accuracy of any information interpreted and used by the reader.
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