300 Ativa Hybrid Drivers To Help Perodua With Feasibility Study
Perodua has recruited 300 drivers for its first-of-its-kind electric vehicle feasibility study using the Ativa Hybrid. This hybrid model is limited to this long-term ‘mobility as a service’ market study and is not sold to the public. Yet. The subscribers of this programme includes buyers of the regular Ativa who have yet to take delivery and given the choice to opt for this. This study will be split into 2 parts – the first is to understand group driving behaviour of a hybrid vehicle in populated locations of the country such as the Klang Valley, Penang and Johor Bahru.
The other purpose of this study is to understand the consumer’s acceptance of a 5-year “subscription” service, which Perodua is offering to corporate clients under its “EZ MOBi” arm. The subscribers place a downpayment and pay RM500 a month for the duration. All maintenance and ownership costs will be borne by Perodua.
The Perodua Ativa Hybrid uses a “series hybrid” system and is essentially the e-Smart Hybrid found in the Daihatsu Rocky Hybrid. This system relies on the electric motor to drive the wheels, with the newly developed 1.2L WA-VEX engine used to generate the electricity. The Perodua Ativa Hybrid has a claimed fuel efficiency of 31.3 kilometres per litre (based on Malaysian Driving Cycle test).
“The Perodua Ativa Hybrid would be the best vehicle for us to gain unique insights on Malaysian behaviour as a controlled group, as this data will be used to anticipate our customers’ needs when using an electric vehicle,” Perodua President and Chief Executive Officer, Dato’ Sri Zainal Abidin Ahmad said.
He further said that this pilot programme by Perodua will also allow the company to gauge the acceptance level of customers of a long-term subscription programme as an alternative to the traditional buying and selling of cars.
“While we believe that vehicle ownership will still be our bread and butter; there is a possibility that a vehicle subscription business model may be acceptable for more users in the near future,” he added. “This is what we mean by ‘subscription’ – a service where all other obligations of owning a vehicle – such as following a service schedule, paying vehicle insurance and paying road tax – will be managed entirely buy us; all the customer has to do is pay a subscription fee to enjoy the package”.
Perodua has an existing subscription service managed by its EZ MOBi arm, and at the moment the subscription service is only for companies and not individuals. Perodua’s EZ MOBi service was first introduced in January 2021.
The Perodua Ativa Hybrid Subscription event held in Kuala Lumpur was attended by the Ministry of International Trade and Industry Secretary General, Dato’ Sri Lokman Hakim Ali; Perodua Chairman, Tan Sri Asmat Kamaludin; and Daihatsu Chairman, Mr Sunao Matsubayashi.
