Daihatsu Malaysia poised for growth in operations

Daihatsu Malaysia poised for growth in operations

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Before the arrival of Perodua, the small car market in Malaysia was dominated by Daihatsu with various iterations of the Charade hatchback. They also had fleeting success in the sedan and small SUV market with models such as the Ascend and the Feroza.

Since then, however, Daihatsu has become a key partner in the second national car project, which became Perodua. Early Perodua models, such as the Kancil, Kenari, and Kelisa were effectively re-badged Daihatsu models. The company’s intimate involvement with Perodua has seen Daihatsu Malaysia withdraw from the local passenger car market and focus on light commercial vehicles instead.

Daihatsu’s line-up in Malaysia consists of the Gran Max pick-up truck along with the venerable Daihatsu Delta light commercial truck. At the end of 2010, Daihatsu will return to the van market segment with the Gran Max van, to be fully imported from Indonesia. Like the long-discontinued Hijet van, Daihatsu will sell the Gran Max on points of size, practicality, competitive pricing, low cost of ownership, reliability and durability.

In March 2010, Daihatsu Malaysia Sdn Bhd (DMSB) was also appointed as the official dealer for Hino commercial vehicles in Malaysia, a move which sees the company expand its total model range to 29 models and variants which include buses, tankers, car carriers, cargo trucks, tow trucks, and prime movers.

“Now with the ability to offer a larger and wider range of vehicles to our customers, and our expansion into the medium-range and heavy commercial vehicle segment, DMSB is optimistic that this newly-forged relationship with Hino will not only significantly contribute to growing the business of DMSB to a new and higher level, but in the process, help us evolve into becoming a more competitive player in the Malaysian commercial vehicle market,” said DMSB Managing Director Ms Belinda H.E. Lim.

“DMSB has allocated RM20 million which will go towards the construction of dedicated 3S centres and upgrading of existing sales and service facilities in Shah Alam, Ipoh, Butterworth, Batu Pahat, Johor Bahru, and Kota Kinabalu,” she said.

“Daihatsu and Hino are members of the Toyota Group in Japan and by adding Hino products to the DMSB stable, we are extending our variety and reach to our discerning customers,” added Lim.

Before taking on the task of Hino vehicles, DMSB’s portfolio of commercial vehicles in Malaysia are restricted only to smaller-sized vehicles. While the task of selling bigger vehicles such as prime movers and buses are relatively easy for DMSB personnel, maintaining them is not. To that end, the aforementioned figure of RM20 million goes to upgrading existing DMSB service facilities, and also constructing new ones which are up to the task. Hino, the principal company, is also providing support to DMSB in the form of training provided to DMSB personnel.

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