Stellantis today announced that it will establish a new National Sales Company (NSC) in Malaysia within the first quarter of 2024, meaning that it will be taking over from the current distributor, Bermaz Auto Alliance (BAA).
The new NSC will be the official Stellantis entity directing and managing the sale and distribution of the automaker’s vehicles in Malaysia. The change in business strategy is part of Stellantis’ growth ambitions in the ASEAN region, in line with its electrification plans and the company’s global Dare Forward 2030 strategy.
In conjunction with this strategic change, Bermaz Auto Alliance (BAA), a 55% owned subsidiary of Bermaz Auto Berhad (Bermaz Auto) and the current distributor for Peugeot in Malaysia, will in the meantime continue to work with Stellantis for vehicle sales through its own network.
“We are excited to announce this new business strategy to serve the Malaysian market with more products and services under the new NSC structure. This includes the future introduction of new brands to Malaysia under the Stellantis portfolio,” said Daniel Gonzalez, Chief Operating Officer for ASEAN & General Distributors at Stellantis.
Gonzalez expressed his appreciation for Bermaz Auto, emphasizing its pivotal role in establishing a strong presence for the PEUGEOT brand in Malaysia in the last three years.
“Bermaz Auto is a valued partner and has built a solid foundation for the PEUGEOT brand in Malaysia since December 2020, which will greatly help our transition to the NSC structure. I would like to thank Tan Sri Dato’ Sri Ben Yeoh, the Executive Chairman of Bermaz Auto, and his team for everything that Bermaz Auto has done to develop the PEUGEOT brand to where it is today,” added Gonzalez.
The Malaysia NSC will be led by Jamie Francis Morais, who is the current Head of Aftersales for the ASEAN & General Distributors operations for Stellantis. Morais is a seasoned professional with 19 years of experience in the automotive industry within esteemed global brands including Toyota, BMW, Nissan and Proton. His extensive leadership background spans across different operations including aftersales, network, customer service, quality, sales and training.
BAA will continue working with Stellantis during this transition period, with both companies remaining steadfast in their commitment to serve PEUGEOT customers with uninterrupted vehicle service, parts, warranty and aftersales service in Malaysia.
Tan Sri Dato’ Sri Ben Yeoh said, “Bermaz Auto is fully supportive of Stellantis’ global ambition, in line with its Dare Forward 2030 strategy, and is pleased to partake in this bold move going forward.”
“From the onset of our partnership, we adopted the role of being the custodian of the PEUGEOT brand in Malaysia, as we are passionate in building brands. Hence, we gladly accepted the challenge in 2020 and together with the Stellantis team, we worked diligently to further develop the brand in Malaysia. Today, we are proud to be able to steer it in the direction where Stellantis is ready to take it further. We are fully supportive of Stellantis’ global ambition,” Tan Sri Dato’ Sri Ben Yeoh added.
Stellantis’ new direction and strategy for the ASEAN region includes its electrification ambitions, evaluating the potential of the Gurun plant in Kedah as a regional manufacturing hub to manufacture battery electric vehicles (BEVs) for both domestic and export markets in ASEAN, and driving consumer adoption of BEVs in the region.
Regional priorities revolve around a commitment to sustainability under Stellantis’ Dare Forward 2030 strategy. The automaker is investing over RM2 billion (€400 million) to introduce the STLA Medium platform to the ASEAN region.
This modular-by-design platform enables Stellantis to be able to produce multi-energy vehicles (BEV, ICE, MHEV) and local manufacture of cars from Stellantis’ house of brands such as Jeep and Citroën.
Keyword: Stellantis to directly handle Peugeot brand in Malaysia