How often do we get China-owned dealerships selling cars in Malaysia? Harmony auto might be 1st.
Malaysians are no strangers to Chinese cars, but now the market is being shaken once again with the introduction of a China-based dealership group setting up shop in Malaysia. Harmony Auto from China yesterday officially launched its first BYD outlet at Hartamas Shopping Centre, spearheading the way for more foreign companies to have a slice of the Malaysian automotive industry.
Mr. Liang Xinyue, President of BYD Asia-Pacific, who officiated the launch of the outlet, said “The opening of the BYD Hartamas outlet in a mall not only brings new vitality to the Malaysian market but also injects new momentum into introducing Malaysia’s green travel”.
Spanning an impressive 8,000 square feet, the BYD outlet is set to revolutionize the car buying experience for Malaysian consumers. Unlike traditional dealerships, this innovative space is seamlessly integrated into the mall, offering convenient access to parking facilities. The outlet boasts an array of features designed to enhance customer service and satisfaction:
- Six dedicated parking spaces
- Four charging stations for electric vehicles
- A comfortable customer lounge
- Private discussion rooms for personalized consultations
- After-sales reception area
- Specialized vehicle delivery area
This comprehensive setup rivals the facilities of typical independent 3S (Sales, Service, and Spare Parts) centres, bringing a new level of convenience and accessibility to urban car shoppers.
Looking ahead, Harmony Auto has ambitious plans for BYD in Malaysia. The company aims to complete a full-fledged Service and Spare Parts Centre by Q4 2024, further solidifying its commitment to providing comprehensive support for BYD vehicle owners. While specific details about future expansion were not disclosed at the event, Harmony Auto hinted at plans for additional outlets across the country.
How does Harmony Auto’s entry factor into Sime Darby Motors’ long term plan for the Malaysian automotive industry? We’re not sure. With so many brands and dealership under their umbrella, Sime Darby Motors currently owns or has a stake over more than 50% of the Malaysian total industry volume of passenger cars. That being said, not all brands are profitable. Will Sime Darby Motors look to sell underperforming dealerships and brands to Chinese-owned dealer networks or the entry of Harmony Auto a BYD-exclusive deal? We’ll be keeping an eye on things over the coming months.
