Akmal Azhar
Leadership Appointment
On September 9, 2025, SAIC Motor Malaysia (SMM) revealed that Hoffen Yih Ben Teh has been appointed as its new Chief Operating Officer (COO), marking a strategic move to strengthen its leadership as the company enters a crucial phase of expansion in Malaysia.
Extensive Industry Experience
Hoffen brings to SMM over two decades of experience within the automotive industry, specializing in product and marketing strategies, as well as local manufacturing and production planning. The company confirmed that his appointment underscores its intention to elevate its sales and marketing strategy while laying the groundwork for local manufacturing—a clear nod to potential comprised-knock-down (CKD) production of MG vehicles. Alongside internal efforts, SMM emphasized its commitment to building a resilient ecosystem through collaborations with external partners and relevant agencies.
Educational and Professional Background
Hoffen, who holds a mechanical engineering degree from University College London, previously served as a Senior Vice President at Mitsubishi Motors Malaysia. He is also actively involved in the automotive industry as a council member of the Malaysia Automotive Association (MAA) and a committee member of the Malaysia Zero Emission Vehicle Association (MyZEVA).
Confidence from Leadership
Emory QiFeng, Managing Director of SAIC Motor Malaysia, expressed strong confidence in Hoffen’s potential to invigorate the company. He praised Hoffen’s leadership and strategic expertise as vital to advancing the company into its next phase of growth. QiFeng also confirmed that as the MG brand gains momentum in Malaysia, local production is expected to commence soon, marking a significant step in strengthening the brand’s market presence.
Hoffen’s Vision
Accepting the role, Hoffen expressed his appreciation and alignment with SMM’s vision. He emphasised his priority to strengthen the organisation’s foundations, unlock its potential, and establish a strong platform for MG’s growth. Hoffen also stressed the importance of transitioning to local production and contributing to the future of mobility in Malaysia.
Transition in Leadership
In his new capacity as COO, Hoffen will oversee sales, product, and marketing operations. He succeeds Lee Wen Hsiang, who has returned to Chery Auto Malaysia as Vice President after serving at SMM since July 2024.
Zakirin
