One of the largest conglomerates in Malaysia, Sime Darby, has launched the Sime Darby Motors City which is claimed to be the largest automotive complex in Southeast Asia. This large automotive facility is yet another milestone for Sime Darby Motors, the automotive division of the group which oversees the 10 flagship brands it represents in Malaysia.
The entire complex is split into six flagship centres featuring the 10 brands i.e. BMW, Ford, Hyundai, Jaguar, Land Rover, MINI, Motorrad, Porsche and Volvo, as well as the Sime Darby Auto Selection pre-owned vehicles.
Located in Ara Damansara, Sime Darby Motors City spans an area of 8.6 acres. Its total built-up area of 1.3 million square feet includes some of the largest flagship showrooms in Malaysia and Southeast Asia. It also has an indoor facility capable of housing nearly 100 pre-owned cars under Sime Darby Auto Selection. The cost of this project is about RM570 million.
“As one of the key players in the automotive industry, Sime Darby Motors has always been committed to pursuing excellence as we strive to provide world-class services to our customers. The launch of Sime Darby Motors City is a testament to this steadfast commitment,” said Andrew Basham, Managing Director of Sime Darby Motors.
Sime Darby Motors City is designed to be future-ready as the automotive industry continues to evolve and embrace new technology. It is equipped with specialised EV-certified technicians and designated areas for EV charging, storage and repairs, which are currently available at Auto Bavaria, Auto Hyundai, Auto Performance and Swedish Auto.
Sime Darby Auto Performance has been leading the way in providing superior facilities for EV charging with Malaysia’s first fast Direct Current (DC) high performance charger. Operational since September 2020 within the Porsche Centre, this DC charger can deliver a maximum of 175 kW and is able to provide a near-full charge within 36 minutes. This is at least eight times faster than the fastest Alternating Current (AC) charger available at 22 kW.
Furthermore, the complex is a Green Building Index (GBI) certified facility built with sustainability in mind and incorporates technologies to cultivate a paperless organisational culture.
As a showcase of luxury and mass market automotive brands, Sime Darby Motors City is a reflection of Sime Darby Motors’ commitment to be the partner of choice for automotive brands in Asia Pacific. For example, the facility includes Sime Darby Swedish Auto, the latest partner for Volvo Cars. The Volvo flagship store at Sime Darby Motors City features Southeast Asia’s first 3S showroom to be equipped with a Virtual Reality Studio.
Sime Darby Motors is also proud of its long-standing partnerships with its many principal brands, such as its 49-year partnership with BMW and its 40-year alliance with Ford and Jaguar Land Rover. “We are excited to continue exploring new automotive business solutions and potential opportunities with our partners. Through Sime Darby Motors City, we are committed to playing an integral role in accelerating the growth of the regional automotive sector while contributing to the Malaysian economy,” Basham added.
Integrated with the latest technologies to enhance the overall customer experience at every touchpoint, the facility boasts nearly 200 service bays, 700 customer parking spaces as well as electric vehicle (EV) charging bays. The showrooms have the capacity to display over 180 vehicles in total.
Supporting the facility are approximately 60 Auto Bavaria technicians for BMW, MINI and Motorrad, and over 110 certified technicians. This includes technicians who hold the highest level of certification by the principal brands, including the Zertifizierter Porsche Techniker Gold Certification which is streamlined for Porsche technicians worldwide. Brands like Ford, Hyundai, Jaguar and Land Rover also have certifications with the highest being trained as Master Technicians.
To improve service capacity and deliver top-class service to customers, Sime Darby Motors City utilises Internet of Things (IoT) technology in its operational processes; the first automotive facility in Malaysia to do so.
At the heart of the facility’s digital infrastructure is its Vehicle Tracking Management system which utilises a camera-based parking guide and customisable signages to ensure a higher level of guidance, security and convenience for the customer. It also allows for quicker collection of vehicles upon completion of service. Internally, the facility’s digitalised infrastructure communicates the status of each vehicle in real-time, ensuring greater efficiencies are achieved.
IoT-powered Automated Number Plate Recognition (ANPR) cameras have also been installed, as part of a contactless self-check-in system, which enables customers’ appointment data to be accessed, upon their arrival. Concurrently, a service advisor will be alerted and automatically assigned to the customer, allowing for a seamless experience. These IoT features will be rolled out progressively throughout Sime Darby Motors City.
Once in the showroom, customers can perform contactless self-check-in via a QR code system. This will allow customers to be placed immediately in the queue without having to wait to be attended to. This system is meant to provide for a fuss-free service experience. The introduction of this check-in system will be introduced across all brands at Sime Darby Motors City.
To support these enhancements to the aftersales experience, Sime Darby Motors has also digitalised the business for its sales representatives. This includes the introduction of a mobile application, which has enabled sales representatives to be connected anytime and anywhere with real-time data to better serve customers. With the mobile application, they can now populate and print application forms wirelessly, minimising steps in the administrative process and reducing customers’ waiting time.
In addition to its internal improvements, Sime Darby Motors City is also collaborating with external partners for customer convenience. It has partnered SOCAR, Malaysia’s leading car-sharing network and myTukar, Malaysia’s fastest growing online used car trading platform. The complex will have designated parking bays for SOCAR vehicles – ideal for customers dropping off their vehicles for service and picking up a SOCAR ride to leave. Additionally, Sime Darby Motors City will be a showcase centre for myTukar trade-in vehicles, in collaboration with Sime Darby Auto Selection.
Launch Deals Across Six Flagship Stores
To commemorate this launch, Sime Darby Motors City will be holding a “Grand Launch Weekend” with attractive deals across the six flagship stores between 16 and 18 April 2021.
You are welcome to visit to browse the vehicles and check out the promotions, but are advised to make an appointment, to adhere to the standard operating procedures on crowd control and physical distancing.
“Sime Darby Motors City is truly a one-stop hub for customers shopping for their next vehicle. An enhanced customer experience awaits them with our digitalised, highly certified technicians, luxurious lounges and ample covered parking spaces. Customers who visit us this weekend can also take advantage of the many attractive deals available and capitalise on the government’s vehicle sales tax exemption which will last until June 2021,” said Jeffrey Gan, Managing Director, Retail and Distribution for Malaysia, Sime Darby Motors.
Sime Darby Motors City is located at No. 6, Jalan PJU 1A/7, Ara Damansara 47301 Petaling Jaya, Selangor, approximately 7 minutes from Sultan Abdul Aziz Shah Airport (Subang).
For more information on Sime Darby Motors, visit www.simedarbymotors.com.