Quick look
- As part of its efforts to connect and re-connect with Kia owners, Kia Sales Malaysia is having the Kia Maintenance Experience this week at its 3S centre in Glenmarie, Selangor.
- Participating customers will receive complimentary engine oil, original Kia windscreen wipers and a car wash following their inspection.
Kia has been in the Malaysian market since the 1990s, having been introduced and handled by the NAZA Group up to 2020. During that time, it developed the brand and offered a wide range of models, with some being assembled at its own plant in Kedah and even adapting some Kia models to sell as Naza-branded products.
Under Bermaz, which was the second distributor, the brand progressed towards a premium positioning and continuing with local assembly.
However, it seems that during 2025, the Hyundai Motor Group (which has the Hyundai, Kia and genesis brands) decided it’s time to become directly involved in the Malaysian market. This is a normal evolution in the business, beginning with a local partner doing the work of brand development and establishing a network. When the volume reaches a certain point, then it’s time for the manufacturer to come in and take charge of distribution and marketing.
This is also necessary because local partners are less likely to invest heavily in a brand, knowing that someday they will no longer be a distributor. Some may put in a strong effort, as NAZA did, and some may limit their investments based on the returns they get handling the brand.
In the case of Kia (and also Hyundai), the brand was not making much progress and the market was getting very competitive, especially with the ‘Chinese wave’. Being the brand owners, it was in Kia’s interest to do whatever it takes – including making bigger investments – to strengthen the brand. Hence the establishment of its own subsidiary, Kia Sales Malaysia, which began operations in January this year.
Why Kia?
For KSM, it’s almost like starting all over again because the network needs to be sorted out (even though it exists) and more importantly, the brand itself needs to have a strongerpresence. It has good products but people need to why they should choose Kia, hence the marketing strategy which asks ‘Why Kia?’.
With Emily Lek as Managing Director, KSM has someone who has been successful at building a brand from scratch. Ms Lek is the one who led the team that introduced OMODA | JAECOO to Malaysia, and the fact that the brand very quickly moved into the Top 5 brands in the market within just a year after entry says a lot about the success of the strategies used.
Now we see the same approaches at Kia which has advantages of having already been around some time but at the same time, it’s not a start-up where ‘trial-and-error’ is acceptable. Expectations would be higher and the market has also become more challenging these days.
Focus on aftersales
One crucial area that is now being focussed on is aftersales – the support given to customers after they have become Kia owners. It is here that the customer’s next car is often determined – a great ownership experience will build loyalty but a bad one will just make the customer consider another brand the next time.
Companies now spend a lot of money in aftersales because that’s where a lot of money is made (rather than on the sale of the car itself). As part of KSM’s strategy to ‘Return, Rebuild, and Reposition’ the Korean brand in Malaysia, it has prioritized the development of its aftersales network with a number of initiatives. These are aimed at ensuring every Kia owner will have a great experience that makes them want to stay with the brand (preferably for life).
Kia Ownership Experience
This week (until May 17), KSM is having the Kia Ownership Experience at its flagship 3S centre in Glenmarie, Selangor. This is an existing Kia facility formerly operated by Bermaz which will be operated by Cycle & Carriage, a newly appointed authorised dealer.
“Through the Kia Ownership Experience, we aim to build closer relationships with our customers while supporting measurable improvements in our aftersales offerings across our growing network,” said KSM President & CEO, Hyung Ho Kim.
This campaign will enable KSM to connect and re-connect with existing owners and show them what they can expect and get from improved aftersales services. This will help rebuild trust among owners who have experienced varying levels of support in the past.
Free 65-point inspection
KSM says that owners of all models – going right back to the 1990s – are invited to bring their vehicles in for a 65-point inspection. Participating customers with confirmed appointments in the Kia Ownership Experience will receive complimentary engine oil, original Kia windscreen wipers and a car wash following their inspection.
The inspection team will include Hyung Gyu Choi, a master technician from Kia with over 30 years of experience with the products. He has come from Korea specially for this campaign and provide guidance to upgrade technical standards. His presence indicates that KSM’s efforts are not merely local marketing exercises but are part of a standardized global audit of service quality.
The models accepted for inspections go as far back as the Sephia and Spectra, two of the earliest Kia models in Malaysia. Ms Lek also confirmed that those models which were sold under the Naza brand would also be accepted as they are recognised as Kia products.
Customers will find that the service process itself has been restructured into a 10-step sequence, moving from the initial appointment through to a technical consultation and final follow-up. This methodology removes the ambiguity often associated with maintenance, providing a consistent and transparent experience. By formalizing these steps, Kia is attempting to create a measurable framework for customer satisfaction that can be assessed and improved upon over time.
Fast parts delivery
Aftersales support also relies heavily on parts availability. KSM has identified that parts availability and supply times are the primary friction points in the ownership cycle. By having a central part warehouse, this will be addressed and reduce the time a vehicle remains in a service centre during major repairs.
At this time, there is no dedicated Body & Paint (B&P) facility for repairs and repainting but it will soon be established. “Our dealers can provide B&P services but we will have a dedicated facility to provide such services with the high standards of Kia,” Ms Lek said.
Money-saving maintenance plans
KSM has also announced the introduction of the Kia Maintenance Plan, designed to provide owners with greater convenience, predictable servicing costs, and long-term peace of mind.
The Plan locks in servicing costs throughout the coverage period which means that price increases in parts (usually inevitable over the years) will not have an effect. You pay in advance (plans start from RM3,680 for up to 5 years) with the cost usually included in your H-P loan amount, and in the long-term, you’re likely to save some money.
The Kia Maintenance Plan is presently offered to owners of the latest Sportage and Carnival although it would be expanded to other models over time. It covers essential wear-and-tear items including synthetic oils, filtration systems, and sparkplugs, effectively transferring the risk of inflation from the consumer to the service centre.
Total ownership costs
This shift toward a more robust aftersales ecosystem is indicative of a broader industry trend where brands must compete on the total cost of ownership rather than just the initial purchase price. For KSM, the success of this strategy will depend on the consistent execution of these service standards across its growing dealer network.
As the brand continues to reposition itself, technical proficiency and service quality will be the deciding factor how fast it becomes a preferred brand in the competitive landscape.
