One of the missions of Proton, which initiated the first National Car project, was to advance the automotive industry at all levels. Prior to the 1980s, the auto business was largely in the hands of a small number of players – many foreign-owned – and the aim was to help Malaysian businessmen get into the business in a bigger way.
Thus when Proton started, it saw the establishment of a network of dealers, small and large, starting up all over the country. For some, it was the first entry into the car business and they received the necessary support to grow their business. Over time, many of these dealers have worked hard to grow and with guidance and encouragement from Proton, they have become bigger.
Today, the small 1S dealerships which rely only on sales of new vehicles are no longer viable and Proton has persuaded dealerships to upgrade to 3S or 4S facilities where they offer sales, service, spare parts as well as body repairs and painting. In other words, they offer their customers the full range of services that will be required throughout vehicle ownership.
Whatever memories you may have of being a Chery owner before, things will be different when Chery returns to the Malaysian market in the near future. Apart from a totally new and modern range of models like the OMODA 5 and Tiggo Pro, sales and aftersales are promised to be top quality and in line with the global standards of the Chinese carmaker.
Chery is confident that it can deliver on this promise as its return to the Malaysian market will be handled by its own subsidiary (to be established in due course). Previously, it was on represented by a local company so it did not have direct control on how the business was run.
The direct involvement of the manufacturer is good because that is the brand owner, and therefore has the strongest interest in ensuring that the brand image is good. Some manufacturers do business at ‘arms-length’, leaving most of the marketing and aftersales activities to their local partner who may or may not be equally committed since the partner does not own the brand. With the brand owner participating (and making its own investment), there will be better guidance and direction which should benefit customers.
As supply improves, the car companies are able to deliver more vehicles to waiting customers and many have seen significant increases each month. These include UMW Toyota Motor (UMWT), which reported a total of 9,091 units comprising 8,961 units of Toyota vehicles and 130 units of Lexus vehicles. The total volume was 37% higher than what was achieved in July (6,637 units).
Cumulative deliveries for the first 8 months of the year reached 61,639 units (Toyota and Lexus combined), 62% higher than for the same period in 2021 when the cumulative volume was 38,085 units.
The company is looking forward to even better numbers in coming months as it will soon launch the new Toyota Veloz MPV. Since bookings opened in June, some 5,200 orders have been collected for the 7-seater MPV which will take over from the Avanza.
Volkswagen Passenger Cars Malaysia (VPCM) has refreshed its eShowroom to provide greater convenience and clarity for those looking to purchase a Volkswagen. On the revamped website, customers will know what models are available for sale at the respective authorised Volkswagen dealers nationwide in real-time.
Loosely based on the concept of “what you see is what you get”, only vehicles that in stock at the showrooms of dealers will be featured. In this way, a customer will be able to know that he or she can have the vehicle right away (subject to loan approvals and completion of other processes related to a new vehicle registration).
Customers can browse through the website to see the models currently available and their showroom locations. They can either book a test drive, or reserve the unit online with a standard booking fee of RM1,500. After that, a representative of their preferred dealer will be in touch to assist them through the next steps to complete the purchase.
Special offer As part of the Merdeka and Malaysia Day celebrations over the next 2 months, those who place a booking via the eShowroom will also receive an exclusive RM500 rebate on their purchase.
“Volkswagen Malaysia is always looking for ways to enhance the ownership experience for our customers, and begins at the moment of purchase. With this in view, our eShowroom is anchored on the concept of bringing a dealership right to the customer’s fingertip, and we are pleased to now bring it up a notch by introducing real-time availability. This will bring greater convenience, thus ensuring a smoother journey for our customers,” said Erik Winter, Managing Director of VPCM.
Online sales channel since 2020 VPCM was among the early companies to establish an online channel for customer to shop when the COVID-19 pandemic started. In fact, the company ‘opened shop’ for its eShowroom in March 2020, the same month when the Movement Control Order (MCO) was first introduced. It was timely as businesses, including showrooms, had to stop operating. But with the e-Showroom, they could still ‘visit’ to know more about Volkswagen products and initiate a purchase if they were interested.
The availability of an eShowroom has provided customers with another channel to obtain information at their convenience – even at 2 am in the morning! From time to time, there have been special offers for purchases made only at the eShowroom, saving money for customers.
Illustration only as delivery methods may vary! But customers are assured that the new vehicle will be protected from risk of damage while being transported to their home.
With social distancing being urged to reduce spread of the coronavirus, authorised Volkswagen dealers have also been offering a home delivery service for the past 2 years. The service is available nationwide up to a distance of 20 kms from an authorised dealership serving the customer. To avoid any risk of damage, the new vehicle (which is covered) is delivered using a flatbed carrier truck right to the customer’s doorstep.
The company has officially opened its first flagship 3S Centre in the Temasya Industrial Park at Glenmarie, Shah Alam, Selangor. It provides the full range of services, ie sales, service and sale of spare parts, at one location for the convenience of customers and owners.
The flagship outlet features Kia’s new brand identity which was introduced last year as part of its brand transformation to a new image. The new brand identity aims to shift the customers’ mindset and provide them with a meaningful experience with Kia. Dinamikjaya Motors, like the other subsidiaries in the Bermaz Automotive Group, is committed in providing the best ownership experience to customers.
Kia Store concept
Adopting the Kia Store concept, the spaces in the showroom are separated by red loop across the store that connects the display area and customer area. The wood tone radiates an earthy coziness with a minimalistic and natural sensibility that gives the customer a warm space. The point of this space initiates a whole new customer experience in the journey of purchasing a car.
With a built-up area of 39,240 sq ft, the showroom can display up to 4 vehicles. In the display zone, an achromatic colour theme infuses a futuristic tone on the metallic surfaces and reflections, offering tranquillity that ensures the display vehicles receive undivided attention.
Aftersales support
The service centre with state-of-the-art facilities has 20 bays and a team of trained and skilled technicians to look after Kia vehicles, including the fully electric EV6. It is equipped with the latest manufacturer’s diagnostic system equipment and maintenance tools. Customers who wait can use the comfortable waiting lounge which has refreshments and a working space (with complimentary wifi).
The showroom is open seven days a week while the service centre operates from Mondays to Saturdays. Kia owners who have vehicle problems or an accident can obtain support from the 24/7 roadside assistance service by calling 1800-22-2228.
As the new distributor, Dinamikjaya Motors would like to establish contact with all Kia owners in Malaysia. If you are a Kia owner, you should provide them with your contact details so that they can keep you informed of any technical updates, recall notifications or other matters related to your ownership of a Kia vehicle. Click here to obtain a form to submit your details which will be kept and protected in accordance with the law of the Personal Data Protection Act (PDPA) of Malaysia.
Global organisations, especially those in the premium and luxury segments, place great emphasis on brand image and corporate identity. Every aspect of their business must meet high standards and with companies like Mercedes-Benz, it includes the retail experience for customers.
This, of course, requires huge investments and the Hap Seng Group, one of the authorised dealers of the German brand in Malaysia, has spent of a total of RM673 million to date. It has established 10 Autohaus outlets in Peninsular and East Malaysia, as well as a standalone Mercedes-Benz Certified Pre-owned Centre and a standalone Body & Paint centre, both in Selangor.
The most recent investment is RM99 million for the new Autohaus in Setia Alam, Selangor, which was officially opened today. The relocated facility has a new luxury brand presence and exclusive luxury lifestyle boutique with enhancements and upgrades that support the brand’s customer-centric efforts.
The Hap Seng Star Setia Alam Autohaus sits on almost 79,000 sq ft of land area and has 7 floors. The spacious showroom floor can display up to 16 cars and the building has amenities such a self-service café, kid’s playroom and even a luxurious ladies powder room.
The lifestyle retail experience includes Mercedes-Benz luxury accessories and collection boutique, catering to a wide range of customers with a variety of collectables and products.
“With this new Setia Alam outlet, we want our customers to experience luxury like no other through our new luxury retail presence, equipped with lavish features and special amenities. Hap Seng Star is continuously looking for ways to innovate our services and offerings while embracing the Mercedes-Benz spirit of luxury, and with our passion for excellence, we will continue to set the benchmark in delivering the best customer services and experience,” said Harald Behrend, Group Chief Operating Officer of Hap Seng Consolidated Berhad and Chief Executive of Hap Seng Group Automotive Division.
The Hap Seng Star Autohaus is a one-stop centre for the needs of new as well as existing customers. For the latter, there is a service area with expandable work bays and maximised service capacity of up to 1,500 vehicles a month. Scheduled service maintenance and major repairs are carried out by trained technicians equipped with complete and approved special tools from Mercedes-Benz.
Other service differentiation offerings range from Express Service 2.0, pick-up and delivery, drop-and-go service booking, wheel alignment and balancing, electrical diagnosis and repairs, paint coating, glass tinting and also assistance with insurance and warranty claims.
“The launch of Hap Seng Star Setia Alam Autohaus is a testament of our joint commitment to redefine a luxurious brand experience for our Malaysian customers, at every point of their journey. It is our goal to work with our dealer partners to continue to grow the brand’s luxury retail concept presence which aims to further enhance our offerings & customer experience in areas of sales and service to cater to the ever evolving needs and desires of our valued customers,” said Sagree Sardien, President & CEO of Mercedes-Benz Malaysia & Head of Region, South East Asia II.
Car companies do their best to provide as much convenience as possible to customers and owners of their products. Whether it is enquiring about a new model or sending a vehicle for servicing, the more convenient it is, the better the experience of the brand.
For this reason, many companies have made their retail outlets 3S or 4S types, meaning sales, service and sale of spare parts are all at one location. ‘4S’ includes additional services such as accident repairs and refinishing. It is the norm these days and businessmen who wish to become dealers must be willing to make the big investments to build such facilities.
Volkswagen Passenger Cars Malaysia (VPCM) has followed this policy and can now say that virtually all its authorised dealerships in the country are now either 3S or 4S outlets, with the exception of one which is 2S (service and spares). There are currently 17 Volkswagen dealerships and one service partner, strategically located in key regions to provide customers with sales and aftersales services.
All dealer groups are equipped with the expertise, personnel and equipment to maintain Volkswagen models. In addition, VPCM is continuously working with its dealer partners to enhance customer satisfaction by providing professional, attentive, and top-level services. These efforts are evident in the Car.Advisor ratings given by customers. Car.Advisor is an independent third-party platform that manages customer satisfaction for the Volkswagen brand.
Volkswagen Malaysia has achieved an average 4.93/5 star for its sales experience on Car.Advisor, whilst aftersales services received 4.76/5 star (these annual results are as of April 2022). Ratings and reviews for each dealership are transparently shown on the website and accessible by the public.
Providing 3S and 4S outlets that offer the full range of services at one location is part of the company’s Volkswagen Cares initiative to enhance the ownership experience for customers. According to Erik Winter, Managing Director of VPCM, a smooth and memorable ownership experience is important. “Customer service makes all the difference because it elevates the ownership experience. Now with a strong network of 3S and 4S centres, we are providing convenience for Volkswagen owners from around the country. We are also practising transparency with our customer satisfaction because ratings and reviews are available on the Car.Advisor website, and this pushes us and our dealer partners to continue improving our offerings too,” he said.
Ipoh in the Kinta Valley of Perak was where the first cars in Malaya were imported to and records show that the first owner was Eu Tong Seng, a wealthy businessman who brought in a Mercedes Simplex in 1902. He must have been very interested in the new ‘horseless carriages’ as the Simplex was launched in that same year by Daimler Motoren Gesellschaft.
Four years later, in 1906, a company opened up its first branch in Ipoh and this company would become associated with Mercedes-Benz to this day. It was Cycle & Carriage (C&C) and although it was not representing Mercedes-Benz then, it would become one of the first distributors of the German brand in Asia when it was appointed in 1951.
The latest Mercedes-Benz S 580e at the C&C Autohaus in Ipoh. 120 years ago, in 1902, the first car in Ipoh (and Malaya) was also a Mercedes – the Simplex (below).
Ipoh is therefore a special place in C&C’s long history and although that first branch was along Brewster Road (today known as Jalan Sultan Idris Shah), the company’s branch dealing in Mercedes-Benz passenger vehicles is now located at Jalan Kuala Kangsar. This is where the company has its fourth Autohaus incorporating the latest Mercedes-Benz Brand Presence. The newly upgraded Autohaus, which was recently officially opened, is part of the Mercedes-Benz network for the Northern region.
Mercedes-Benz Retail Brand Presence
The Mercedes-Benz Retail Brand Presence is a retail strategy which highlights the integration of digital elements into the physical world, with the aim of delivering customer-centric automotive retail experiences for modern-day shoppers. This seamless journey for the customer caters to the multi-channel shopper while addressing the increasing technological complexity of products that customers are interested in.
“As the leading dealership for Mercedes-Benz in Malaysia, Cycle & Carriage is committed to providing our customers exceptional journeys and best-in-class services whether it is during their purchase experience or ownership journey. Today, we are proud to showcase the upgraded Cycle & Carriage Ipoh Autohaus, a key location in our network coverage from north to south of Peninsula Malaysia,” said Thomas Tok, CEO of Cycle & Carriage.
“We want to give Mercedes-Benz customers the assurance that they can access our best services here in Ipoh. We believe that the new retail concept responds to the individual needs of today’s discerning customers, making our products even more accessible to anyone who wants to dive deeper into the world of Mercedes-Benz,” he added.
Immersive experience for customers
The modern design of the upgraded Cycle & Carriage Ipoh Autohaus is set against a backdrop of the picturesque limestone cliffs of the city. The facility covers a land area of over 56,000 square feet with ample space for visitors to park their cars. The showroom has been specially designed with ample open space and custom daylight-emitting spotlights to show off the true colours of each model on display. All vehicles are intentionally arranged in the shape of an arc to maximise the visibility of the range available.
Visitors can also immerse themselves in a journey featuring the latest in multimedia tools to gain a thorough understanding of Mercedes-Benz vehicles and their technologies. With the addition of new digital touchpoints, customers can discover the brand while gaining access to the service team for a complete experience of luxury that integrates both the digital and human touch.
For individual consultations, there are various seating locations arranged in open, semi-private or private areas for discussions. This includes the Star Lounge, which has a cafe to offer a more refined touch to many services available.
For those who have made a purchase and are taking delivery of their new Mercedes-Benz, there is a special room for the purpose. C&C makes sure that it is treated as a special occasion for the customer to remember and to start or extend the relationship with the company and the brand.
Fully equipped service centre
For aftersales services, the Autohaus has a service centre with trained personnel and is fully equipped with equipment for maintenance, repair, painting and even car detailing services. With 31 service and repair bays (11 of which are for body and paint jobs), the service centre is one of the largest of its type in the area. The health and comfort of the staff are not forgotten as there are high ceilings and large fans for a naturally airy space.
Designed with sustainability in mind
The Autohaus is designed with sustainability in mind and is the second C&C Autohaus (after the one in Johor Bahru) to install solar panels that can provide up to 72 kWp of electricity from sunshine. In addition to this free and environment-friendly source of electricity, there are also rainwater-harvesting systems to supply water for general use around the facility.
To know more about Mercedes-Benz products and services or to locate an authorised showroom, visit www.mercedes-benz.com.my.
The SDAC-Ford National Dealer Convention held annually by Sime Darby Auto ConneXion (SDAC), the sole distributor for Ford in Malaysia, aims to recognise top-performing Ford dealerships in the country across key business categories including sales, aftersales, service operation excellence and business performance.
For 2021, the SDAC-Ford Ara Damansara dealership outlet was recognised as Best Overall Ford Dealership Outlet, and won this top distinction based on overall performance in sales and aftersales services. The dealership outlet also won the greatest number of awards amongst all Ford dealership outlets nationwide.
Commitment to deliver
SDAC-Ford Ara Damansara’s performance was attributed to its commitment to delivering on overall sales and aftersales performance despite the challenges brought on by the ongoing pandemic. It was also recognised for Overall Sales Target Achievement, Best Overall Sales Outlet (Champion), Best Overall Aftersales Outlet (2nd Runner-Up), Aftersales CVP (Customer View Point) Excellence (Central region), and Parts Sales Target Achievement (Central region).
“We are truly honoured to be named the 2021 Best Overall Outlet despite being in operation for only 2 years. This recognition is a testament to our strong commitment in delivering outstanding business performance while ensuring service excellence throughout the entire ownership journey. We remain steadfast in pursuing excellence and in providing world-class service to all our Ford customers,” said Steven Kong, Dealer Principal of Sime Darby Auto Connexion-Ford which is located at the Sime Darby Motors City complex in Ara Damansara, Selangor.
Full range of services
The outlet offers a complete range of services and has a showroom displaying the latest Ford models available in the Malaysian market, as well a fully-equipped service centre on the upper levels of the building. For customers waiting for their vehicles being serviced, there is a comfortable and spacious area with refreshments and light snacks available, as well as complimentary wifi service.
To know more about the services offered at SDAC-Ford Damansara and other Ford outlets in Malaysia, visit www.sdacford.com.my.
SunAgata Supercars Sdn Bhd today officially opened Lamborghini Kuala Lumpur, its showroom and service centre to provide sales and aftersales services for the Italian brand in Malaysia. SunAgata Supercars was appointed as Lamborghini’s sole authorized dealer and aftersales provider in January last year and has been operating from the Audi Centre in Glenmarie, Selangor.
Its new facility is also in the same area but located along the main road through the district. The styling of the premises follows Lamborghini themes which are characterized by polygons, clean lines and modern architecture.
A special area of the showroom has been set up as an Ad Personam room where customers can personalize their car with the wide range of options. There are samples of various materials for them to feel so they can decide exactly what they want. From the colours and materials to the seat’s logo and embroidered initials inside the cabin, virtually every wish can be given form by choosing from infinite combinations, and fitment will be to the high standards of quality Lamborghini prides itself in.
Lamborghini is a strong and highly acclaimed brand worldwide and our new dealership environment is a tangible demonstration of this. We believe that the strong partnership between Lamborghini and SunAgata Supercars will effectively communicate our brand values as well as deliver an unparalleled customer ownership experience,” said Francesco Scardaoni, Region Director of Automobile Lamborghini Asia Pacific, at the opening ceremony this morning.
To celebrate the occasion, the first Aventador LP780-4 Ultimae in Malaysia was unveiled. The Ultimae edition is the final production model of the V12 supercar. 600 cars will be available – 350 in coupe form and 250 roadsters, with pricing starting from around RM1.9 million. There are a few orders from Malaysians, but all 600 units have already been sold and there are customers hoping that some of the orders will be cancelled and the cars re-allocated.
Lamborghini Kuala Lumpur also displayed a selection of iconic models owned by Malaysians. The red Countach on the left was originally owned by the Bee Gees Sir Barry Gibb who purchased it in 1983.
It’s not known how many new Lamborghinis were sold in Malaysia last year but for the Asia-Pacific area, the carmaker reported that 2,249 units were sold in 2021. The 14% increase from the year before contributed to Lamborghini’s best sales results ever, with 8,405 cars delivered worldwide.
