This morning, Hyundai Motor Malaysia (HMY, as they want to be known), had its first official event to introduce the new entity to the media and preview its first wave of models – the fifth-generation Santa Fe, fourth-generation Tucson facelift and the Staria, which sees a return of the seven-seater.
If you somehow missed it, Hyundai Motor Company (HMC) has taken over its namesake brand in Malaysia, and with the principal coming in, HMY is an equivalent of Honda Malaysia, Mercedes-Benz Malaysia and other OEMs directly controlled by the mothership. Hyundai Sime Motors, the previous guardian of the brand, is now a dealer – like what Auto Bavaria is to BMW.
Earlier this month, HMY’s social media went live and last week, HMY officially announced its presence to the public, stating its long term commitment to Malaysia, declared three new models and invited existing Hyundai owners to connect.
The three models previewed today is only the beginning for HMY in Malaysia. At the event, managing director Jahabarnisa Haja Mohideen announced that over the next five years, the company will CKD locally assemble seven models, including the three previewed today. Hyundai’s CKD focus will be on internal combustion engine (ICE) vehicles as well as hybrids, but not EVs.
Local production, which would bring about more competitive pricing, is set to begin in the third quarter of 2025, which we’re fast approaching. Assembly will take place at Inokom’s Kulim plant, which has been churning out Hyundais for some time now. Output will be for domestic consumption, but as production capacity grows, around 30% of cars assembled in Malaysia are expected to be exported to neighbouring ASEAN markets.
“Our vision is clear – to position Malaysia as a key hub for the brand’s growth in the region. This is a deliberate and strategic move that underscores Malaysia’s growing importance within Hyundai’s growth strategy in ASEAN,” Jahabarnisa said.
Also needed is a strong dealership network, and HMY is targeting 25 locations nationwide by 2030. The company is promising ‘digital showrooms and immersive after-sales experiences’ in the network front. “With Hyundai’s direct entry into the market, we are unlocking that potential and bringing world-class innovation and solutions that create experiences that truly resonates with drivers in Malaysia,” Jahabarnisa added.
At today’s event, there was no mention of current Hyundai owners, but in HMY’s previous press release, the company invited owners to register themselves via a QR code for updates, including service reminders, software updates, maintenance campaigns and future ownership benefits.
There will be more to come from HMY, as soon as next week, so stay tuned. For now, check out the new Santa Fe, Tuscon facelift and seven-seater Staria in detail.
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