Kia Sales Malaysia Announced As New Brand Principals

The Kia brand sees a shift in its brand operations structure in Malaysia following the announce of Kia Sales Malaysia as its new principals earlier today.

Heads up for Kia owners and prospecting buyers, the Korean marque sees a shift in its brand operations locally. Announced earlier today is the establishment of Kia Sales Malaysia, and the firm will now serve as brand principals.

Before you ask, the firm is not called ‘Kia Malaysia’ as there’s already an entity named as such here – Kia Malaysia Sdn Bhd (KMSB). Said firm was established when outgoing importer and distributors Bermaz Auto (BAuto) partnered with Kia Motors in 2021 to oversee local assembly (CKD) operations at Inokom in Kulim, Kedah.

Kia Sales Malaysia takes over from outgoing importers and distributors Bermaz Auto (BAuto) and its subsidiary Dinamikjaya Motors effective Jan 1, 2026.

Speaking of BAuto, and its subsidiary Dinamikjaya Motors, the new Kia Sales Malaysia entity takes over from which, to run a principal-led business model – similar as Hyundai Motor Malaysia (HMY) – and manage the brand’s sales, after-sales, training, as well as wholesale and retail operations.

Said move will take effect from Jan 1, 2026 onwards, notes the firm via an official press release issued earlier today.

In light of the transition noted, new bookings for Kia vehicles and models will be temporarily paused for the entire month of Dec 2025. However, BAuto (Dinamikjaya Motors) will continue to engage with customers for aftersales until further notice. The firm will also continue fulfilling deliveries for bookings placed before Nov 30.

Leading Kia Sales Malaysia are Managing Director Emily Lek (left), and she reports to the firm's President and CEO Hyung Ho Kim (right).

In short, the Kia-BAuto collaboration has concluded, with the transition from said firm to the new principals currently ongoing. For the latter, former Vice President of Omoda | Jaecoo Malaysia Emily Lek has been named as the firm’s Managing Director. She now reports to President and CEO Hyung Ho Kim.

“We thank BAuto for their dedication to the Kia brand over the past four years and the seamless handover during this transition period. The return of Kia operations to a principal-led model is timely as the market remains hungry for new experiences and value from automotive brands,” commented Hyung.