Stellantis To Establish A New National Sales Company In Malaysia

This new National Sales Company will be established by Stellantis in the first quarter of 2024. 

While it was previously reported that Stellantis will be making some big electrification moves in this part of the world soon, it would seem that the automotive conglomerate is also planning to take a big step in its retail business over here too. That is as it is recently announced by Stellantis for it to soon be establishing a new National Sales Company (NSC) in Malaysia within the first quarter of 2024.

According to Stellantis, this new NSC will be its official entity in directing and managing the sale and distribution of the automaker’s vehicles in Malaysia. This change in its business strategy makes up part of Stellantis’ growth ambitions in the ASEAN region, and is slated to be in line with its electrification plans and the company’s global Dare Forward 2030 strategy.

Jamie Francis Morais, who is the current Head of Aftersales for the ASEAN & General Distributors operations for Stellantis is currently tipped to be the head of this soon-to-be-established NSC. 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.

Now as to what will happen with the current distributor structure of its vehicles in Malaysia, it would appear that 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 during this transition period. It remains to be seen though as to how exactly the custodianship of the French marque will work moving forward. 

In any case however, both companies have nevertheless reaffirmed its commitments to existing owners of the French marque over here to offer uninterrupted vehicle service, parts, warranty and aftersales service in Malaysia. Words that will surely come as a relief for the long-suffering Malaysian Peugeot owners, who had to already go through one distributor change in the last three years. 

“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 then continued by expressing his appreciation for Bermaz Auto, and emphasised 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.

Peugeot 2008_Gurun

Tan Sri Dato’ Sri Ben Yeoh on the other hand stated: “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 RM 2 billion 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.

And with this news of Stellantis opening its new NSC over here, we might well see a return of some of these brands within its gigantic corporate umbrella over here too. Alfa Romeo, Lancia, Dodge… yes please!

Joshua Chin

Automotive journalist. Professional work on and Personal writing found at Instagram: @driveeveryday

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