HYUNDAI Motor Company (HMC) will now directly operate within the country through the establishment of Hyundai Motor Malaysia. 

A newly formed local entity following the brand’s direct entry into the market, the strategic move is said to represent Hyundai’s evolution from a distributor-led model under Sime Motors to a principal-led operational approach.

This transition will see Hyundai 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.

In essence the move is underpinned by Hyundai's deeper market commitment, enhanced customer engagement, and a renewed focus on innovation and long-term growth.

Hyundai Motor Malaysia president Eric Lee further elaborated that the shift is a long-term commitment to Malaysia as a strategic hub in ASEAN.

“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. We are bringing the strength and agility of a global brand closer to home with the establishment of Hyundai Motor Malaysia. 

"It’s a long-term commitment to Malaysia as a strategic hub in ASEAN and not just a new chapter. 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.

Hyundai previously operated locally in partnership with Sime Motors (then known as Sime Darby Motors) in 2004. Sime Motors Southeast Asia managing director Jeffrey Gan added that the company, Sime Motors, are proud to have played a pivotal role in Hyundai’s growth in Malaysia. 

“We 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.

Expanding on Hyundai’s expansion into the Malaysian market, Hyundai Motor Malaysia managing director Jahabarnisa Haja Mohideen said Malaysia is a market full of untapped potential, boasting the highest passenger vehicle demand in ASEAN at 35%.

"Adding the steady GDP growth of 4.3% signaling strong consumer confidence and rising spending power, these factors 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,” said Jahabarnisa.

While the immediate focus is on a seamless operational transition and service continuity, Hyundai Motor Malaysia is also actively upgrading its dealer and after-sales network with a focus on customer experience at the core — from modernised showrooms and enhanced digital integration to a more intuitive and seamless ownership journey.

Continued access to important updates, including service reminders, software updates, maintenance campaigns, future ownership benefits and other important updates will be ensured to existing Hyundai customers in Malaysia, who are encouraged to update their contact details (via this link) to enable Hyundai Motor Malaysia to deliver uninterrupted support and a more seamless ownership experience across its existing customer base.

With aftersales a major area of focus, 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.

At present Hyundai Motor Malaysia 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.

In the near term, HMY will introduce three new models across the sports utility vehhicle (SUV) and multi-purpose vehicle (MPV) categories. 

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 and produce up to seven car models within five years

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 primarily including a mix of SUVs and MPVs 

Approximately 30 percent of vehicles assembled in Malaysia are expected to be exported to neighbouring markets as production capacity grows.