Stellantis Set To Establish National Sales Company In Malaysia In 2024

Stellantis have announced plans to establish a new National Sales Company in Malaysia in 2024 tasked with directing and managing the Peugeot brand's sales and distribution.

Stellantis have announced that it will take over Peugeot brand sales and distribution in Malaysia directly from Bermaz Auto Alliance (BAuto).

The multi-national automaking giant will establish a new National Sales Company (NSC) in Malaysia by the first quarter (Q1) of 2024 for this purpose.

According to Stellantis, the move aligns with the company's global 'Dare Forward 2030' strategy and electrification plans, as well as its growth objectives for the ASEAN region.

The new Malaysia NSC by Stellantis effectively sees current distributors BAuto relegated as a dealer, though the firm has committed to continue collaborating with Stellantis.

“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, COO for ASEAN and general distributors at Stellantis.

Jamie Francis Morais, will lead this newly established Malaysia NSC. Prior to this, Morais's industry experience spanning 19 years include stints across the fields of after-sales, network, customer service, quality, sales, and training.

BAuto was awarded sole distributorship of the Peugeot brand in 2020. Since then, it has pushed key SUV models like the 3008 and 5008 duo (left), as well as the 2008 (right).

Stellantis manufacturing plant in Gurun, Kedah. The firm plans to induct more STLA Medium products into its operations here.

In light of which, current distributors BAuto states that it will continue collaborating with Stellantis at a new capacity as a dealer. This means BAuto will continue providing vehicle maintenance, parts, warranties, and after-sales support to Malaysian Peugeot customers, on top of new vehicle sales.

"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,” said BAuto's executive chairman Tan Sri Ben Yeoh.

Stellantis has outlined plans for innovative mobility solutions in an effort to lead the ASEAN region's transition to electrification. The company intends to launch more products underpinning its STLA Medium platform that debuted in June this year.

New Peugeot models poised for introduction under the new Malaysia NSC by Stellantis include the e2008, the 408 'fastback' crossover', as well as the localised (CKD) Landtrek pick-up truck.

More importantly, much of these new STLA Medium-based models are expected to be made in Stellantis's Malaysian production plant in Gurun, Kedah. Key STLA Medium-based models expected to be launched include things like the updated e2008 and the 408 'fastback' crossovers.

Given the platform's wide portfolio of products, we can expect to see more new Peugeot models based on which to be introduced besides the two we noted. Also tipped for launch is the locally-built (CKD) version of the Peugeot Landtrek mid-size pick-up truck.