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The Perodua Ativa is poised to become a popular choice among car buyers, but some of you might wonder to what extent the new B-segment SUV will cannibalize sales of other models in the national automaker’s lineup.
This situation arises because the Ativa is priced between RM61,500 and RM72,000, which places it within the Aruz baseball stadium that ranges from RM68,526 to RM73,226. Additionally, the base starting price of the Ativa could also entice customers who were originally considering a Myvi to make the move to the SUV.
During a press conference after last week’s pre-launch driving event, the company said it was aware that there will be some cannibalization from the introduction of Ativa. However, it is certain that this will not be a big deal, as the price of your new SUV was deliberate to minimize the price overlap. The national automaker also explained that each model has a different customer profile, so its appeal largely depends on what the customer wants from a Perodua model.
Based on customer surveys, Perodua determined that those who are looking at an Aruz are primarily interested in the greater seating capacity the model offers, two more than the Ativa, thus reducing the possibility of cannibalization.
As for the Myvi, the company says the hatchback is more aimed at family-oriented customers, while the Ativa’s customer profile is younger people with active lifestyles who want something more rugged in terms of design.
The Axia and Bezza are no problem in this regard, given their respective prices as entry-level models, while the aged Alza will only appeal to those who prefer the size and practicality of an MPV, so there is very little risk. by Ativa. stealing sales from said model.
In terms of percentages, the company expects Ativa to cannibalize about five percent of Myvi’s sales and five percent of Aruz, that is, 10% in total. For an automaker that, even in a bad year, sells more than 200,000 vehicles a year, that’s a mere drop in a bucket, especially given the additional sales volume the Ativa will undoubtedly bring.
The Ativa is produced at the Perodua Global Manufacturing Sdn Bhd (PGMSB) plant in Rawang, Selangor, which is also where Axia and Bezza are manufactured. The company stated that despite the shared production site, Ativa will not cannibalize the production of those models.
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