Kia to reset its Malaysian journey in 2026 with direct principal-led operations, streamlined model range

Kia’s presence in Malaysia is entering a new chapter as Kia Sales Malaysia (KSM) – a fully Korea-owned entity – officially takes over the brand from Bermaz Auto’s Dinamikjaya Motor. With this transition comes a refreshed identity and a bold new tagline: “Why Kia?”, signalling a renewed push to redefine the brand’s role in the Malaysian market.

In its initial phase, KSM will streamline Kia’s local line-up to just three core models, mirroring the focused strategy of its sister company Hyundai Motor Company Malaysia. The key difference, however, is that Kia will offer electric vehicles from day one. Leading the charge are the returning Kia Carnival MPV, the latest Kia Sportage SUV, and the flagship Kia EV9 electric SUV.

The Carnival continues to anchor the brand’s MPV offerings, available in 7-, 8-, and 11-seater configurations. All variants retain the proven 2.2-litre turbodiesel four-cylinder engine that has long been a favourite among family buyers and fleet users. The Sportage, meanwhile, arrives in four variants: entry- and mid-level trims powered by a 2.0-litre naturally aspirated engine, and higher-spec versions equipped with a 1.6-litre turbocharged engine. Both powertrains can be paired with either front- or all-wheel drive.

At the top of the range sits the Kia EV9, the brand’s technological showpiece. Offered as a 6- or 7-seater, it uses a substantial 99.8 kWh battery capable of delivering up to 505 km of range. Unlike the locally assembled Carnival and Sportage, the EV9 is fully imported from Korea. KSM confirmed that Kia Malaysia – a 60:40 joint venture between Kia Motor and Bermaz Auto – will continue assembling selected models for the local market.

Although the new direction is set, bookings for Kia vehicles remain temporarily frozen. Sales are expected to resume in January 2026, accompanied by a revised pricing structure. For now, 2026 price lists have yet to be confirmed. Industry observers believe the delay may be tied to the Ministry of Finance’s upcoming revisions to the Open Market Value (OMV) calculation, which impacts excise duty, though KSM has declined to comment.

Outlining the brand’s long-term ambition, Kia Sales Malaysia President and CEO Hyung Ho Kim said, “Globally, Kia is the 9th largest automotive manufacturer in the world. Our target is to grow at a sustainable pace for the long term. For us, it’s not so much about being the fastest growing brand; rather, it’s more about being a brand that cares about our customers, our dealers, and the Malaysian automotive segment.”

Managing Director Emily Lek echoed the optimism, stating, “It is an extremely exciting time for us right now as we re-enter the Malaysian market as a stand-alone entity. No longer represented by a distributor, the brand is now led by the principal with full control over our voice, values and vision. With strong systems and a clear plan in place, we are ready to bring back the true Kia brand experience.”

Malaysia also plays a strategic role as the home of Kia Asia Pacific (APAC), which oversees 33 markets across ASEAN, Australia, and New Zealand. With over 165,000 vehicles sold in 2024 and a 3.4% regional market share, Kia APAC continues to grow its influence, supported by more than 100 employees in Malaysia.

Starting 1 January 2026, KSM will operate as a principal-led National Sales Organisation, fully responsible for Kia’s marketing, sales, ownership experience, and dealer training nationwide. Its newly introduced leadership team brings over a century of combined automotive experience, positioning Kia for a confident return to the Malaysian stage.