Hyundai sets up direct operations in Malaysia

MANILA: The Hyundai Motor Company (HMC) has officially established Hyundai Motor Malaysia (HMY). The aforementioned signifies that Hyundai’s operations in Malaysia are no longer run by a distributing company; instead, it is now helmed by the carmaker’s direct principal. 

Hyundai’s shift to a direct management model in Malaysia, as HMC shared, is a strategic decision that underlies its intentions to enhance customer engagement and acquire a “deeper market commitment.” Through the new management approach, HMC is also seeking to further bank on innovation and long-term growth in the Southeast Asian country. 

“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,” HMY President Eric Lee said. 

“With the establishment of Hyundai Motor Malaysia, we are bringing the strength and agility of a global brand closer to home. This isn’t just a new chapter- it’s a long-term commitment to Malaysia as a strategic hub in ASEAN,” Lee added. 

With regard to more tangible changes, HMY, as the South Korean car maker disclosed, will be getting three new sport utility vehicle and multi-purpose vehicle models in the third quarter of 2025. 

For now, no indication as to what models are set to be introduced, but Hyundai Sime Motors Malaysia, the brand’s prior distributor in the country, offered the Creta, Ioniq 6, Tucson, previous generation Santa Fe, Ioniq 5, Palisade, and Staria. 

HMY’s new website, meanwhile, still lacks a list of models on offer. Otherwise, it is currently inviting interested parties to become partner-dealers. 

Hyundai in the Philippines

Interestingly, the shift to a direct management model mirrors the previous shift experienced by Hyundai here in the Philippines. 

For the unaware, Hyundai’s local operations were previously managed by Hyundai Asia Resources Incorporated (now Hariphil Asia Resources Incorporated). Currently, it is operated by Hyundai Motor Philippines (HMPH), a subsidiary of Hyundai Motor Company. 

Some of HMPH’s model offerings in the Philippine market include the following:

• All-new Kona
• Refreshed Creta
• Ioniq 5 N
• Elantra N
• All-new Elantra
• All-new Santa Fe
• Stargazer
• Stargazer X
• Custin
• Ioniq 6
• Refreshed Palisade

Also read:

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Hyundai brings back Kona to PH market, now in HEV form

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