KUALA LUMPUR: Berjaya Auto Alliance Sdn Bhd, the new Malaysian distributor of Peugeot vehicles, is set to roll out new models of the French marque for the Asean market in the first half of 2021.
Berjaya Auto is a jont-venture company formed by Berjaya Corp Bhd (BCorp) and Bermaz Auto Bhd (Bermaz Auto) via a strategic alliance with Groupe PSA earlier this month.
"Berjaya Auto's appointment as the local distributor for Peugeot is timely as we will operate as a full-fledged distributor for the French marque by the first quarter of 2021," Bermaz Auto executive chairman Datuk Seri Ben Yeoh told the New Straits Times (NST) recently.
Yeoh said Berjaya Auto was aligning certain critical activities to meet consumers, dealers and Groupe PSA's expectations for smoother transition in the next few months.
BCorp holds a 51 per cent in Berjaya Auto, while Bermaz Auto controls a 20 per cent stake in the new company.
Groupe PSA said the award signalled a new partnership to enable the group to continue pursuing its growth strategy in Malaysia.
The partnership includes the rights of aftersales and spare parts distribution for the Peugeot, Citroen and DS vehicles here.
Yeoh said Berjaya Auto would enhance ownership experience by revamping the dealer network and focusing on service quality and aftersales activities to strengthen the confidence in the French brands.
"Bermaz Auto's participation as a joint venture partner will add value, as our core business is in the automotive retail business.
"We will use our experience and expertise to ensure that Berjaya Auto is successful in promoting the Peugeot brand in Malaysia and therefore adequate returns to its stakeholders," he said.
BCorp chief executive officer Datuk Seri Robin Tan said the new collaboration would complement the group's existing automotive businesses namely H.R. Owen Plc and Berjaya China Motor Sdn Bhd.
"Groupe PSA has made Malaysia its export hub for the region, and as such, being granted the sole distributorship of new vehicles under the Peugeot marque and the rights of aftersales and spare parts distribution for the Peugeot, Citroen and DS marque vehicles in Malaysia will add towards the BCorp group's business growth," Tan told the NST.
He said Bermaz Auto's expertise and experience in growing the auto business would also enable Berjaya Auto to contribute positively to BCorp's group revenue stream.
Yeoh said Berjaya Auto would focus on the Peugeot brands particularly, which boasts vast history in Malaysia since the 1970s.
"There are many fans of the marque who have experienced ownership of the Peugeot cars and are loyal to the brand," he said.
Yeoh said it was unfortunate that the landscape of the auto industry had changed over the years and the Peugeot brand presence in Malaysia was greatly reduced due to factors such as restrictions of completely built-up (CBU) imports and emphasis on local industrial activities.
"We are fortunate now to be involved with Groupe PSA in Malaysia. Groupe PSA has decided to invest in Malaysia in 2018 with a manufacturing hub located in Gurun, Kedah for the Malaysian market and export in Asean countries through the Asean Free Trade Area," he said.
He added that this would boost localisation activities and improve the price point through the various governmental incentives.
This would in turn benefit various stakeholders including local component manufacturers and the distribution and retail industry while enhancing social economic activities in the northern corridor.
"The new range of Peugeot products will broaden the appeal for the brand to new customers and especially the younger generation who is very conscious of environmental and safety aspects.
"The latest Peugeot products feature state-of-the-art technology, award-winning designs and excellent driving dynamics, which will be perfectly suited to the needs of the Malaysian customers," said Yeoh.
Groupe PSA is an international company with a global manufacturing footprint with access to products from the manufacturing plants globally to meet Berjaya Auto's regional requirements as an option.
Groupe PSA represents five brands (Peugeot, Citroën, DS, Opel and Vauxhall) globally and was recently merged with Fiat Chrysler Automobiles under the new brand, Stellantis.
Stellantis will unite brands such as Peugeot, Citroen, Fiat, Chrysler, Jeep, Alfa Romeo and Maserati into a global giant, each of which will continue under its own marque.