Kuala Lumpur, Malaysia – Hyundai Motor Company has officially established Hyundai Motor Malaysia (HMY), marking a major strategic milestone in the brand’s expansion across Southeast Asia. The move transitions Hyundai from a distributor-led model—previously managed by Sime Motors—to a principal-led operation, reinforcing its long-term commitment to the Malaysian market.
The establishment of HMY signifies Hyundai’s shift to a more agile and locally attuned business model. The newly formed entity will take full control of brand, marketing, sales, and customer experience in Malaysia, allowing for faster decision-making and a more customer-centric approach. The transition aligns with Hyundai’s global vision to “Progress for Humanity” by strengthening its presence in key growth markets.
“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. “With the establishment of Hyundai Motor Malaysia, we are bringing the strength and agility of a global brand closer to home.”
The company has set up its headquarters at Menara Affin @ TRX in Kuala Lumpur’s financial hub and aims to grow its workforce to 100 employees by the end of 2025. Hyundai also plans to develop a strong nationwide dealer network and roll out community-driven initiatives to deepen its local footprint.
In the near term, HMY will launch three new models across the SUV and MPV segments. Furthering its industrial ambitions, Hyundai is partnering with long-time contract assembler Inokom Corporation Sdn. Bhd. to begin local vehicle assembly in Kedah by Q3 2025. Within five years, the facility aims to produce up to seven models, 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.
“Malaysia is a market full of untapped potential,” said Jahabarnisa Haja Mohideen, managing director of HMY. “With the highest passenger vehicle demand in ASEAN and strong GDP growth, Malaysia presents the right conditions for long-term investment and innovation.”
Despite the transition, Sime Motors will continue to play a key role in Hyundai’s journey. “We are proud to have contributed to Hyundai’s success in Malaysia and will continue to support its sales and aftersales operations,” said Jeffrey Gan, managing director of Sime Motors, Southeast Asia.
Hyundai is also set to revamp its digital presence, refreshing its website and social media platforms to reflect the new entity. Customers are encouraged to update their contact details to receive timely service reminders, software updates, and ownership benefits.
Looking ahead, HMY plans to expand its aftersales network to 25 outlets by 2030 and introduce system upgrades to enhance customer experience. With Malaysia now a key hub in Hyundai’s regional growth strategy, the automaker is set to drive forward a new era of innovation, sustainability, and customer engagement in the country.
