SAIC Motor Malaysia has appointed Hoffen Yih Ben Teh as its new Chief Operating Officer (COO), effective Sept 9, taking over from Lee Wen Hsiang.
The appointment comes as SAIC Motor Malaysia, also known as MG Motor Malaysia, looks to strengthen its operations and prepare for the next phase of growth in the country.
Since its reintroduction to Malaysia in 2023, the MG brand has focused on building awareness with a line-up of electric and hybrid models, positioning itself as a continental alternative in the upmarket segment.
Hoffen brings more than 20 years of experience in the automotive sector, covering product and marketing strategy, as well as local production and manufacturing planning.
A graduate of University College London in Mechanical Engineering, he has held senior management roles and is active in the Malaysia Automotive Association (MAA) and the Malaysia Zero Emission Vehicle Association (MyZEVA), where he advocates for vehicle electrification.
As COO, Hoffen will oversee sales, product, and marketing operations. His priorities include expanding MG’s dealer network, broadening the product line-up, advancing its electric vehicle roadmap, and laying the groundwork for local CKD production, a move that SAIC Motor Malaysia says will be key to long-term competitiveness.
Managing Director Emory QiFeng said Hoffen’s appointment comes at a critical juncture, as the company works toward starting local assembly and strengthening MG’s presence in Malaysia’s growing EV market.
Hoffen said his immediate focus will be on building a stronger foundation for the brand while supporting its transition toward local production and sustainable mobility.
