Kia Malaysia open to entire global lineup, cheaper emerging market models possible if there is demand

Kia is looking to make a big splash in Malaysia over the coming year with a new principal-led model, setting up a company called Kia Sales Malaysia (KSM) to take over from the Bermaz-owned Dinamikjaya Motor. This won’t immediately result in new models – at least for the time being, it appears KSM will soldier on with the current lineup when it begins operations on January 1, 2026.

A wave of new products is expected eventually, however, and managing director Emily Lek has confirmed that KSM will have access to the full lineup of Kia vehicles globally. This presumably includes models that have been designed with emerging markets like India and Indonesia in mind, such as the seven-seater Carens and especially the recently-unveiled second-generation Seltos. “What we’re looking at is the entire portfolio, really understanding the market and of course, finding the suitable cars,” she said.

However, Lek indicated she does not intend to inundate the market with new car launches, a strategy utilised to good effect by her previous employer, Omoda & Jaecoo Malaysia. “For me, it doesn’t make sense to introduce one car every month, no one can digest this. There needs to be a very clear plan. We will introduce new cars at a proper time and space. But right now, [the priority] is to build the brand.”

Beyond setting up a strong dealer network, KSM’s focus is on studying the market and its customers and formulating a coherent product strategy. “We need to understand what the customers want, and we need to bring in what is suitable for them. Not just, ‘Okay, I’ve got 50 cars, I will bring in all 50 cars, here you go, pick one.’ That doesn’t make any sense.

“We need to understand Malaysians’ usage, what is the business case for this particular model, what is the target segment, how big is this group, how many cars can I [sell] to this group,” she said.

Lek cites the Carnival as an example of where the brand has capitalised on a “blue ocean”, or an unexplored market territory, and how KSM should approach its product planning. “We will continue to bring in the Carnival because I believe in that car; I love the car.

“When you drive an MPV, you feel like you’re driving around in a fridge; it’s not very fun. But the thing about the Carnival is that when I drive it, I feel like I’m driving an SUV. I have the space – I have a big family, I have a lot of kids – but when I drive it, I don’t feel like I’m driving a milk float,” she said.

Could the CKD facelifted Carnival be launched soon?

The facelifted Carnival will likely be the first model launched in Malaysia under the new regime. The refreshed people mover is already on sale in Thailand, which imports the Carnival from us. Given that the car is already CKD locally assembled in Kulim, Kedah, it should debut sooner rather than later.

Beyond the usual styling and tech updates, the big change is that the long-serving 2.2 litre turbodiesel has been ditched in favour of a 1.6 litre turbo Smartstream G Hybrid powertrain, already used in the Hyundai Tuscon and Santa Fe. This pairs the 180 PS/265 Nm petrol four-cylinder with a 54 PS/304 Nm electric motor and a six-speed automatic transmission for a total system output of 245 PS and 367 Nm.

This is likely in response to the end of diesel subsidies in Malaysia, making the petrol-electric Carnival more affordable to run. Remember, Bermaz has previously had to subsidise diesel fuel for five years for buyers who purchased the Carnival from October to December last year.

Looking to sell your car? Sell it with Carro.