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Cover StoryDRIVING TOWARDS THE FUTUREDato’ Syed Abdull Hafiz Syed Abu Bakar, Managing Director of PeroduaWhen the subject of Malaysia’sautomotive industry is brought up,it is impossible not to mention thePerodua brand. Since its inceptionin 1993, Malaysia’s second nationalautomobile manufacturer afterProton has assimilated itselfpowerfully into the industry asa successful brand both locallyand internationally. As its currentManaging Director (MD), Dato’Syed Abdull Hafiz Syed AbuBakar explains, automobile saleshas increased steadily year afteryear and public response has beenoverwhelmingly positive.What makes Perodua unique incomparison with its predecessor,the equally successful Proton?The introduction of Proton in 1983was to provide affordable carsfor middle-class Malaysians. Incontrast, Perodua’s objective is tointroduce technology to Malaysiansaccording to the IndustrialMaster Plan (IMP) and make carsmore affordable to the masses.Specifically, their plan centres onthe concept of compact cars, whichbegan with the now classic Kancilin 1994. On the other hand, Protonmarkets bigger cars, eliminatingany competition between the twofor the same market niche.“Our goal then and now is toprovide cars which are small,compact, affordable and ofhigh quality,” says Dato’ SyedHafiz. “Compact cars are a hitwith customers because they areconvenient. This is evident with theKancil, which has sold over 700,000units in the past 15 years.” TheKancil was phased out in July withcompany efforts shifting towardsnewer products such as the Myviand Viva.Indeed, the success of the Myvialone is phenomenal. As Dato’Syed Hafiz recalls, “a week beforeits launch in May 2005, we still hadno name, price or pictures for it.”During its launch, he was amazedat the crowd turnout at showroomsacross the country. “Showroomsliterally had to be kept open until1 a.m. because people kept turningup to survey the car. Within twomonths, we had one-month andeven one-year waiting lists – it wasall happening beyond what we hadimagined.” The rest, as they say, ishistory. Four years later, Myvi has8
ecome the bestselling car in thehistory of Malaysia’s automobileindustry with over 360,000 units.The target customer segment forhave recorded 50% non-Malaycustomers. With an equal rate ofcustomers, our image is now truly‘1Malaysia’,” he chuckles.number of sales which skyrocketedduring that period. Despite theeconomic crisis that struck theworld in 2008, sales declined onlyin the first quarter of the year beforeCover StoryMyvi has also defied expectations,Although Proton is officiallyimproving afterwards. “When youproving that Perodua is welcomedMalaysia’s first national automobileconsider that automobile sales inby all walks of life. “Our target formanufacturer, the introductionother countries is dropping by 20%past products like the Kancil andof Myvi has helped Perodua toor more, we are doing very well asthe Kelisa was 70% Malays, 30%leap into the no. 1 position inwe expect sales to drop by only 8%younger population (those in theirFebruary 2006, where it stayed forto 9% this year,” notes Dato’ Syed20s and 30s). But for the Myvi, we40 consecutive months based on theHafiz.The man at the No.1 position."Viva Perodua"9
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