Summary
Kia Sales Malaysia (KSM) is a wholly owned subsidiary of Kia Corporation established in November 2024 to oversee the brand’s operations in Malaysia under a principal-led model. This strategic shift from a local distributor setup to direct management aligns Kia Malaysia with other major original equipment manufacturers (OEMs) and grants the company full control over pricing, marketing, dealer standards, product decisions, and aftersales services. The transition, effective January 2026, aims to strengthen Kia’s market presence, enhance customer experience, and drive sustainable growth within Malaysia and the wider ASEAN region.
A key component of this new phase is the appointment of Emily Lek, former Vice President of OMODA ꟾ JAECOO Malaysia, as Managing Director of KSM. Lek brings extensive automotive leadership experience, including her prior role at Mercedes-Benz Malaysia and her success in rapidly expanding OMODA’s footprint through innovative sales and customer engagement strategies. Under her leadership, Kia Malaysia is adopting a three-pillar strategy—Return, Rebuild, and Reposition—to revitalize the brand by focusing on market re-entry, dealer network enhancement, and aligning product offerings with local consumer preferences.
The establishment of Kia Sales Malaysia as a principal-led organization reflects a broader industry trend towards direct control of regional operations by global automakers, enabling more agile decision-making and investment in localized initiatives. This approach positions Kia to better respond to competitive pressures from emerging value-focused brands and evolving customer expectations within Malaysia’s dynamic automotive market, which has grown significantly in recent years. KSM’s strategic plans include expanding its dealer network, introducing new models tailored to local demand, and investing in aftersales services to build long-term customer trust and loyalty.
While the leadership change and operational restructuring have been widely welcomed as positive steps toward enhancing Kia’s competitiveness, industry observers note challenges ahead, including maintaining sustainable growth without compromising service quality and effectively managing the transition from the distributor model to a principal-led framework. Nonetheless, Kia Sales Malaysia’s strengthened leadership and renewed strategic focus underscore the brand’s commitment to becoming a leading player in Malaysia’s automotive landscape.
Background
Kia Sales Malaysia (KSM) was established on November 3, 2024, as a wholly owned subsidiary of Kia Corporation, marking a significant shift in the brand’s operations within Malaysia. This transition follows a broader industry trend where major automotive brands, such as Hyundai, have moved towards direct principal-led models in the region. Prior to this change, Kia operated through local distributors; however, the new structure places Kia Corporation at the helm, granting full control over pricing, marketing, product decisions, dealer standards, and aftersales services in Malaysia.
The formation of KSM aligns Kia’s Malaysian operations with those of other prominent original equipment manufacturers (OEMs) like Honda Malaysia and Mercedes-Benz Malaysia, which are directly managed by their respective headquarters. The move to a principal-led model became effective on January 1, 2026, and is intended as a strategic effort to enhance the brand’s presence, customer experience, and operational efficiency across the country.
Leadership at Kia Sales Malaysia has been restructured to reflect this new phase. Hyung Ho Kim was appointed as president and CEO of KSM, while Emily Lek, formerly vice president at Omoda | Jaecoo, is set to assume the role of managing director starting January 2026. This leadership change is expected to drive the company’s vision and strategy in the Malaysian automotive market, leveraging executive leadership skills to guide the organization toward sustainable growth and success.
New Leadership Appointment
In a significant move within the Malaysian automotive industry, Kia Sales Malaysia (KSM) has appointed Emily Lek, former Vice President of OMODA ꟾ JAECOO Malaysia, as its new Managing Director. Emily Lek brings with her a wealth of experience from her prior roles, notably as Head of Sales at Mercedes-Benz Malaysia, where she was instrumental in implementing strategies that enhanced brand performance and customer engagement.
During her tenure at OMODA ꟾ JAECOO Malaysia, Emily played a pivotal role in rapidly elevating the brand’s market presence. Under her leadership, the company achieved impressive sales figures, delivering nearly 18,000 units within just over a year of operations, and expanded its network to 45 authorized dealerships nationwide to support a growing customer base. Her strategic vision focused on innovation and enhancing customer experiences, aligning with Kia Sales Malaysia’s new three-pillar strategy of Return, Rebuild, and Reposition aimed at sustainable growth.
Emily’s transition to Kia Sales Malaysia is seen as a strategic effort to bring fresh leadership and invigorate the brand, particularly with ambitions to introduce exciting Kia models priced competitively, ideally below the RM100,000 mark. This appointment reflects Kia’s commitment to strengthening its market position amid the evolving automotive landscape in Malaysia.
Strategic Shift to Principal-Led Model
Kia Malaysia has recently transitioned to a direct principal-led model, marking a significant strategic shift in how the brand operates within the country. This move positions Kia Malaysia (KSM) to fully lead its presence, marketing, sales, customer experience, and training efforts, thereby placing the group “in the driver’s seat” for the brand’s future growth across Malaysia and the wider ASEAN region.
The principal-led approach enables Kia to implement enhancements across its dealer network and make substantial investments in aftersales service, alongside introducing new model launches tailored to the Malaysian market. This strategic pivot is expected to generate a multiplier effect beyond national borders, setting the tone for Kia’s broader expansion within the ASEAN automotive sector.
KSM’s leadership emphasizes a customer-centric vision guided by three strategic pillars: Return, Rebuild, and Reposition. These pillars focus on sustainable growth through innovation and improved customer experiences. The repositioning pillar particularly highlights Kia’s commitment to curating a product lineup that meets the specific needs and preferences of Malaysian consumers, ensuring that every customer touchpoint delivers the authentic Kia experience and peace of mind.
Under the guidance of President and CEO Hyung Ho Kim, Kia Malaysia aims to address past consumer scepticism by prioritizing consistent support for both customers and dealers, favoring steady, sustainable growth over rapid expansion. Malaysia’s role as the hub for Kia’s Asia Pacific operations further underscores the strategic importance of this market in Kia’s regional ambitions.
This leadership model aligns with broader principles of executive leadership, which involve setting a clear vision, developing strategy, and managing talent to foster long-term organizational success. The appointment of former Jaecoo Malaysia executive Emily to helm KSM reflects this focus on experienced leadership driving innovation and customer satisfaction within a competitive automotive landscape. Existing bookings made before the transition continue to be fulfilled, ensuring a smooth changeover for consumers.
Impact and Expectations Under New Leadership
The appointment of Emily Lek as the new leader of Kia Sales Malaysia marks a significant shift in the company’s strategy and operations. With her extensive experience in customer service and sales, Lek brings a customer-centric approach that aligns with Kia’s broader vision to enhance brand experience and rebuild trust in the Malaysian automotive market.
Under Lek’s leadership, KSM has adopted a three-pillar plan—Return, Rebuild, Reposition—focused heavily on improving the ownership experience. This includes revitalizing the dealer network by enforcing stricter operational standards and ensuring consistent aftersales support nationwide. Such initiatives are intended to elevate customer confidence and reinforce Kia’s commitment to quality service at every touchpoint. The establishment of KSM as a full national sales organisation, directly under Kia’s regional office rather than a local distributor, further underscores the strategic principal-led move to place the group in full control of marketing, sales, and customer experience across Malaysia.
Looking ahead, the leadership anticipates that these enhancements will stimulate the brand’s growth not only locally but also across the ASEAN region. Planned investments include expanding the dealer network, launching new models tailored to the Malaysian market, and improving aftersales service infrastructure, all designed to provide peace of mind and a superior ownership experience for customers. Emily Lek has also highlighted the importance of integrating these efforts with Kia’s innovation-driven and customer-focused brand philosophy, aiming to inspire sustainable mobility and new experiences for Malaysian drivers.
Company Performance
Kia Sales Malaysia (KSM) has demonstrated robust growth and a strengthened market presence under its new leadership structure. In 2024, the Asia Pacific (APAC) region, with Malaysia as its operational hub, accounted for sales exceeding 165,000 vehicles, securing a 3.4% market share in the region. This performance underscores the strategic importance of Malaysia, which hosts Kia’s APAC headquarters overseeing 33 markets, including ASEAN, Australia, and New Zealand, as well as six subsidiaries such as KSM and the local manufacturing arm, Kia Malaysia.
The company’s leadership team, boasting over a century of combined automotive experience, has been pivotal in steering KSM’s growth. Key appointments include Managing Director Emily Lek, who was instrumental in establishing OMODA & JAECOO Malaysia as a significant player in the automotive segment. Under her leadership, the company has adopted a customer-first approach, focusing on delivering a superior ownership experience rather than merely aiming for rapid growth.
OMODA | JAECOO Malaysia, a brand closely associated with Emily Lek’s tenure, has recorded strong expansion with over 12,000 registrations for its premium off-road Internal Combustion Engine (ICE) and Hybrid SUVs. The brand’s success is also reflected in the establishment of a strategic network of 45 authorized dealerships nationwide, further supporting its growing customer base.
The recent transition to a principal-led model has positioned KSM to fully control marketing, sales, customer experience, and training throughout Malaysia. This comprehensive leadership approach is expected to multiply Kia’s growth trajectory in the ASEAN region while maintaining a focus on stakeholder engagement, including customers, dealers, and the broader Malaysian automotive sector.
Industry Context
Malaysia has emerged as a significant hub in the automotive industry within the Asia Pacific region, marked by robust vehicle sales growth and a competitive market landscape. In 2023 and 2024, Malaysia’s total industry volume (TIV) reached record levels, with 816,747 units sold in 2023, closely rivaling larger markets such as Indonesia despite Malaysia’s smaller population size. This growth was notably driven by market leaders like Perodua, which exceeded its sales targets by a considerable margin, underscoring Malaysia’s dynamic automotive market. Furthermore, Malaysia’s automotive sector has surpassed traditional manufacturing centers like Thailand in terms of sales volume, highlighting its rising prominence in the region.
Within this vibrant market, Kia has positioned Malaysia as a strategic stronghold. The country hosts Kia’s Asia Pacific (APAC) headquarters, serving as the regional think tank overseeing 33 markets, including ASEAN, Australia, and New Zealand, and managing six subsidiaries such as Kia Sales Malaysia and the manufacturing arm, Kia Malaysia. Malaysia’s role extends beyond local operations, as it functions as a critical node for Kia’s broader regional strategies, including export activities within ASEAN.
Kia’s approach in Malaysia emphasizes a shift from operating through local distributors to direct management via Kia Sales Malaysia (KSM). This transition grants Kia full control over pricing, marketing, product decisions, dealer standards, and aftersales services, reflecting a commitment to sustainable growth and enhanced customer experience rather than rapid expansion. The company’s focus aligns with its brand vision of “Movement That Inspires,” aiming to inspire new experiences and sustainable mobility in line with Malaysia’s evolving automotive industry.
Despite increased competition, including the rise of value-focused Chinese brands in the 2020s—a trend that Kia executives have acknowledged and contributed to—the Malaysian market continues to present immense potential for growth and innovation. Kia’s leadership highlights the importance of Malaysia as a “home ground” for expanding its business and deepening its engagement with the local market, supported by significant investments in dealer networks, after-sales services, and new model launches.
Strategic Initiatives and Future Plans
Kia Sales Malaysia (KSM) has outlined a comprehensive strategy focused on sustainable growth and enhanced customer engagement under the leadership of Managing Director Emily Lek, a former executive at Jaecoo Malaysia. Lek, who played a significant role in establishing Omoda and Jaecoo as prominent brands in Malaysia, is expected to drive KSM’s ambitions by emphasizing innovation and superior customer experiences.
The company’s strategic framework is built around three core pillars: Return, Rebuild, and Reposition. The “Return” phase marks Kia’s re-entry into the Malaysian market as a stand-alone entity, moving away from the traditional distributor model and gaining full control over its brand voice, values, and vision. The “Rebuild” pillar focuses on strengthening the dealer network to provide a customer-centric experience, including investments in after-sales service and enhancing network readiness to ensure comprehensive coverage. The “Reposition” effort aims to align Kia’s product portfolio with local market needs, integrating global operational standards and reinforcing the brand’s identity through its slogan “Movement That Inspires” across all customer touchpoints.
KSM plans to expand and modernize its dealer network, with prior successes such as Jaecoo’s dealership launch in Kota Kinabalu demonstrating the importance of a robust service infrastructure that supports end-to-end customer experiences from purchase to after-sales care. In addition, Kia is set to introduce new model launches tailored for the Malaysian market, including the fifth-generation Sportage SUV available in four variants, the Carnival MPV with multiple seating configurations, and the EV9 GT Line electric SUV, reflecting the brand’s commitment to sustainable mobility.
According to Kia Asia Pacific President and CEO Ki Seok Ahn, the brand’s innovation- and customer-centric approach aims to enhance how consumers engage with Kia, supporting the broader growth of Malaysia’s economy and automotive industry. Kia’s vision involves building a future that inspires new experiences while promoting sustainable mobility, signaling a long-term commitment to the Malaysian market. Under Emily Lek’s stewardship, Kia Sales Malaysia is positioned to leverage its principal-led model and strategic initiatives to revitalize the brand’s presence and competitiveness in the region.
The content is provided by Blake Sterling, Front Signals
