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This just in – Groupe PSA has announced that it has granted the exclusive distribution of its Peugeot brand in Malaysia to Berjaya Auto Alliance Sdn Bhd (BAASB). The latter is a joint venture between Berjaya Corporation and Bermaz Auto, which own a 51% and 20% stake respectively.
The move, the French conglomerate said, would allow it to continue Peugeot’s growth strategy in the country. The company plans to launch new models such as the latest Peugeot 2008, which has already been seen in spyshots locally. He also confirmed that Malaysia would remain the export hub for the Southeast Asia region.
“Our goal is to continually revolutionize the customer experience together with our new partner, BAASB, and underscore our commitment to our customers through excellent sales and after-sales service,” said Laurence Noel, Groupe PSA Senior Vice President for Southeast Asia.
BerjayaCorp CEO Datuk Sri Robin Tan Yeong Chin added: “This new collaboration will complement our group’s existing automotive business, namely HR Owen and Berjaya China Motor. We believe that this collaboration between BerjayaCorp, Bermaz and Groupe PSA will bring positive synergistic benefits for all parties ”.
Bermaz CEO Datuk Seri Ben Yeoh said: “We are honored that Groupe PSA and BerjayaCorp recognize Bermaz Group’s capabilities and experience in the automotive industry and we are delighted to be involved in this new collaboration, which is expected. contribute positively to our future earnings base. “
Interestingly, the agreement does not include the distribution of the Citroën and DS brands, and the local consortium only gets the rights to provide after-sales and spare parts. This almost certainly spells the end of new car sales for the two brands in Malaysia.
The news comes after it was confirmed that Naza would step down from all three brands, as well as Kia, while restructuring its business. So far, it is not clear if Berjaya Auto Alliance will take the Korean brand by storm, but Bermaz is understood to be one of the pioneers in the deal.
It should be noted that beyond this joint venture, Bermaz is not directly affiliated with Berjaya. The current Mazda dealer was spun off after a management purchase in 2016.
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