since 1976
since 1976
SAIC Motor Malaysia announced the appointment of Hoffen Yih Ben Teh as its new Chief Operating Officer (COO) effective 9 September 2025. This appointment reflects the company’s commitment to reinforcing its leadership team as it enters the next phase of growth in Malaysia, with a focus on expanding the MG brand, delivering exceptional customer experiences and enhancing aftersales services.
With over 20 years of experience in the automotive industry, Hoffen brings extensive expertise in product and marketing strategy, as well as local production and manufacturing planning. His appointment signals SAIC Motor Malaysia’s focus on driving a more robust sales and marketing strategy while laying the foundation for local production. This includes building a stronger ecosystem through strategic collaborations with external partners and relevant agencies to establish a future-ready and sustainable operational framework.
Hoffen, a University College London (UCL) Mechanical Engineering graduate, has held senior management roles with a proven track record in operations and strategic planning. He is also an active council member of the Malaysia Automotive Association (MAA) and serves on the executive committee of MyZEVA (Malaysia Zero Emission Vehicle Association) where he advocates for vehicle electrification and the advancement of green mobility.
“I am confident that Hoffen’s leadership and extensive industry experience will bring fresh energy and direction to SAIC Motor Malaysia. His expertise in strategic development and organisational structuring will be instrumental as we take bold steps forward,” said Emory QiFeng, Managing Director of SAIC Motor Malaysia. “With MG’s growing momentum in the market, we are optimistic about starting local production soon, a milestone that will mark the beginning of our second phase in Malaysia. This will enable us to serve customers better and further strengthen MG’s position as the leading continental upmarket brand in the country.”
As COO, Hoffen will oversee Sales, Product, and Marketing operations, leading initiatives to expand MG’s dealer network, broaden its product portfolio, and accelerate the company’s green energy vehicle roadmap. His focus will also include enhancing customer touchpoints, introduce innovative retail experiences, and drive sustainable, future-ready mobility solutions to boost MG’s market competitiveness.
“I am honoured to join SAIC Motor Malaysia, a company whose vision strongly resonates with mine,” said Hoffen Teh, Chief Operating Officer of SAIC Motor Malaysia. “My priority is to strengthen the organisation’s foundations and unlock its full potential, while creating a solid platform for MG to grow. I look forward to collaborating with the team to drive new opportunities, support the transition to local production, and help shape the future of mobility in Malaysia.”
