Competition Between Non-National, Chinese Carmakers Intensifying

The Malaysian automotive industry had a remarkable year in 2024, with JPJ data showing 856,293 passenger car registrations. This figure surpassed the Malaysian Automotive Association's (MAA) TIV prediction of 696,150 passenger cars by 20.6%.
However, brand-by-brand data reveals that non-national automakers experienced a 2.3% decrease in sales in 2024 compared to 2023, with 311,058 units sold compared to 318,521 units in the previous year. This decline suggests intensified competition between Chinese automakers and established non-national brands in the Malaysian market, BH has reported.

Chery, a relatively new entrant to the Malaysian market, has achieved the position of third best-selling non-national car brand within a mere 18 months. This success is largely attributed to the popularity of the Omoda 5 model, according to RHB Investment Bank analyst Syahril Hanafiah.

Meanwhile, BYD, focusing solely on electric vehicles (EVs), has entered the top 10 car brands, challenging established brands that have long dominated the market.


The success of Chinese auto brands in Malaysia extends beyond Chery and BYD. Jaecoo, a sibling brand of Chery, has sold over 7,000 J7s since its launch in Malaysia less than a year ago. GWM, while not in the top ten, also experienced a significant 331% increase in sales compared to 2023.

EV sales are expected to surge this year due to the impending end of tax exemptions for fully imported EVs. However, the market is projected to slow down in 2025 due to increased competition among foreign automakers, decreasing order backlogs, and uncertainties surrounding taxes on luxury goods and targeted RON 95 petrol subsidies, Syahril added.

Additionally, he pointed out that the average EV on the road is imported from China, and that there are still very few locally-assembled (CKD) EVs available for purchase.
“Therefore, we predict demand for CBU EVs to increase sharply before the tax exemption period ends. However, the local EV market is still small and only constituted 2.5% of 2024 car sales. Therefore, the surge in EV demand is unlikely to have a significant impact on the total industry volume (TIV),” said Syahril.