The Difference between Hyumal and Kah Bintang

The Difference between Hyumal and Kah Bintang

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In view of some public confusion over the distribution and marketing of Hyundai vehicles in Malaysia, Hyumal Executive Director Ben Yeoh has offered clarification on the matter.

To start with, Hyumal Sdn Bhd has been the franchise holder for Hyundai vehicles since the early 1990s and this status remains unchanged. However, in 1997, Hyundai Motor became one of the joint-venture partners in Inokom Sdn Bhd, along with Hyumal and Renault. Among the products that Inokom makes a the Lorimas, which is a light commercial vehicle based on the Hyundai Porter. In recent months, Inokom also announced that it would be assembling an small multi-functional vehicle with technology and parts from Hyundai. The model is believed to be the Hyundai Atoz.

Last year, Hyumal and Oriental Holdings formed a joint venture called Oriental-Hyundai Sdn Bhd which will assemble and distribute locally-assembled Hyundai models. This joint-venture has no investment by Hyundai Motor. Oriental Holdings established a subsidiary Kah Bintang to retail the locally-assembled Hyundais which at present is only the Elantra 1.8, with the 2.0-litre Sonata to join the line-up in the near future.

“Hyundai Berjaya will be responsible for direct sales of the imported models and also act as a dealer for the locally-assembled models, while Kah Bintang will distribute and sell the locally-assembled models and offer imported ones as well in its showrooms,” explained Mr Yeoh, who added that Hyumal has 20 sales outlets nationwide (excluding those of Kah Bintang).

“In as far as after-sales support is concerned, both Hyundai-Berjaya and Kah Bintang will provide services to all Hyundai customers. There are 14 authorised service centres around the country at this time,” he said.

Looking ahead, Mr Yeoh said the company is confident of increasing its sales volume in 2002. Acknowledging that Hyumal had been less active in the 1990s, he said that it was partly due to the reputation of Hyundai products then as well as the effects of the economic crisis.

“Not so long ago, Korean cars had a poorer reputation than now but Hyundai has made great advancements in quality, design and engineering and I believe their vehicles are truly world-class now. The public has also perceived this big jump and so demand is increasing,” he said. “The demand is there but we remain constrained by import permit issues.”

On the fact that Kia Motor is now part of the Hyundai Motor group in Korea and Naza-Kia has priced its products in the same sort of price range as Hyundai models, Mr Yeoh said that the Hyundai and Kia brands are positioned differently.

“In Korea, they are sold in different segments and Hyundai is typically regarded as the premium brand anyway,” he explained.

Promising further activities in 2002, he said that the all-new Hyundai Coupe will be available here by early March. Declining to reveal the price, he said that it will have a 2.7-litre engine and a 6-speed sports transmission.

Earlier stories:
Formation of Oriental Hyundai

Inokom and Hyundai

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