Groupe PSA has awarded the sole distributorship of its Peugeot, Citroen, and DS brands in Malaysia to Berjaya Auto Alliance Sdn Bhd (“BAASB”)—a joint-venture between Berjaya Corporation Berhad and Bermaz Auto Berhad. This is after current distributor, the Naza Group has opted to give it up as part of a business transformation plan.
Sharing her views on this new collaboration, Mrs. Laurence Noel, the Senior Vice President South East Asia Groupe PSA said, “Our product line-up of award-winning SUVs Peugeot 3008 and Peugeot 5008 has garnered a lot of attention here in the past few years, and as such we strive to continue the momentum through exciting new models and aftersales initiatives. Further to that, we aim to continuously revolutionize the customer experience together with our new partner, BAASB and underscore our commitment to our customers through excellent sales and aftersales service. Groupe PSA has made Malaysia its export hub for the region.”
Dato’ Sri Robin Tan Yeong Ching, the Chief Executive Officer of BerjayaCorp said, “Berjaya is pleased to be given this opportunity to be part of the new collaboration (via BAASB) with Groupe PSA, one of Europe’s largest vehicle manufacturers. This new collaboration will complement our Group’s existing automotive business namely, H.R. Owen Plc and Berjaya China Motor Sdn Bhd. We believe this collaboration between BerjayaCorp, Bermaz, and Groupe PSA will bring positive synergistic benefits to all parties.”
Executive Chairman of Bermaz, Dato’ Sri Ben Yeoh said, “We are honored that Groupe PSA and BerjayaCorp recognize Bermaz Group’s capabilities and expertise in the automobile industry and is delighted to participate in this new collaboration, which is expected to contribute positively to our future earnings base. Peugeot, Citroen, and DS are European marque cars well-known for their driving comfort, smooth handling, modern designs, durability and with state-of-the-art technology. Hence, we are elated and looking forward to a successful collaboration with BerjayaCorp and Groupe PSA via BAASB.”
Aside from acquiring the distributorship to Groupe PSA brands, Bermaz Auto is also currently in talks to assemble Kia vehicles in Malaysia.
While the news is centered around the Malaysian market, this may have some effect on Peugeot’s business in the Philippines. Not only are the local Peugeot 3008 and 5008 assembled at a joint-venture plant with the Naza Group in Gurun, Kedah, but Groupe PSA is seeking to “consolidate and increase” its market presence in ASEAN which could mean more shake-ups to distributorships across the region.
In a bit of good news, Groupe PSA has confirmed that the all-new Peugeot 2008 will also be assembled in Malaysia for export to other ASEAN countries.
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