Hyundai Undergoes Brand And Operational Restructuring In Malaysia

Carz.com.my have learnt of the Hyundai brand has quietly undergone a business and operational re-structuring in Malaysia.

The Hyundai brand is quietly undergoing a business and operational transition in Malaysia. Thanks to our fellow industry colleagues at Wapcar.my, we now have a clearer picture to this change, and what consumers can expect.

Firstly, we can confirm that exclusive importers and distributors Hyundai Sime Darby Motors (HSDM) is no longer listed as so on the global Hyundai brand page. Replacing it here is a new Hyundai Motors Malaysia Sdn Bhd (HMY) entity.

On Hyundai's global website, the new Hyundai Motor Malaysia (HMY) entity is now listed as distributors - a role previously held by Hyundai Sime Motors (formerly Hyundai Sime Darby Motors -HSDM).

This is in fact a newly established national sales company that’s wholly owned by the Korean automaker itself. The firm’s listed address also indicates it will operate out of a new office space located in Menara Affin, TRX, KL.

Whilst the birth of HMY, or even role realignment for HSDM, weren’t announced publicly, the global website mentioned earlier does feature a link to recruit new dealers. This essentially confirms the end of HSDM’s role as distributors.

Screen capture of HMY's microsite. Take note of the message indicating HMY is 'arriving soon'.

Despite this, it also appears that HSDM isn’t exactly out of the picture too. Now going by its new Hyundai Sime Motors banner following Sime Darby’s group-wide rebranding as Sime, the firm continues to act as an authorised dealer and service provider.

In other words, existing Hyundai vehicle customers and owners have nothing to worry about on this front.

Screen capture of Hyundai Sime Motor's new webpage. The firm appears to have taken a new 'hybrid' role as both authorised dealers and CBU model importers.

Besides that, Sime Motors (formerly Sime Darby Motors) also looks set to remain in the Hyundai brand’s local ecosystem as contract assemblers. Presently, the firm locally assembles (CKD) a selection of the brand's models - like this one we tested recently - through Inokom in Kulim, Kedah.

Moreover, we’re also led to believe that Sime Motors will continue to act as the brand’s importer for fully imported (CBU) models - i.e. this and this. We’ll add that the firm aren’t strangers to this hybrid importer-dealer role – it already acts this way for China’s BYD brand locally.

Carz.com.my has understood that Sime Motors will also remain as Hyundai brand assemblers via its Inokom arm, which presently locally assembles (CKD) models like the Sante Fe 1.6 Turbo Hybrid pictured.

Other key responsibilities helmed by HSDM prior, namely above-the-line marketing, after-sales service, product planning, sales planning, and logistics are all expected to be transferred to the new HMY national sales company mentioned.

Overall, this new business structure could bring about some much-needed change in pace and revitalise the Hyundai brand’s presence in the local market. We could perhaps see new models and offerings arrive much faster as a result.

Hyundai Sime Motors also appears to be resuming its role as importers for Hyundai's CBU models like the Tucson (left) and Ioniq 6 (right) pictured.

Key to which is the planned RM2.2 billion investment in Inokom that Hyundai announced back in Nov last year. Part of this plan too is the Korean automaker’s Genesis luxury sub-brand – touted as its equivalent to Toyota’s luxury arm Lexus.

Yes, in other words too, we may see HMY launch new upmarket and localised offerings under its Genesis sub-brand alongside its main Hyundai brand products locally.

2025 Genesis GV80 luxury SUV pictured. It seems the restructured HMY could also soon introduce this luxury sub-brand touted to be an equal to Toyota's Lexus arm.

We’ll also point out that the investment mentioned comes from the onset that Hyundai owns a sizeable 15% share of assemblers Inokom (Inokom) Sdn Bhd – its is the third largest shareholder here behind Sime Motors (51%) and Bermaz Auto @ BAuto (29%).

In short, how HMY develops in the coming months will be very interesting to observe. Expect more details on the new corporate structure, and the continued role of Sime Motors in which, announced in the coming weeks and months.