KUALA LUMPUR: France-based Groupe PSA has awarded Berjaya Corp Bhd and Bermaz Auto Bhd as the sole distributorship of new Peugeot vehicles through its newly incorporated company, Berjaya Auto Alliance Sdn Bhd (BAASB).
This included the rights of aftersales and spare parts distribution for the Peugeot, Citroen and DS marque vehicles in Malaysia.
Berjaya Corp holds 51 per cent in BAASB, while the Bermaz Auto controls 20 per cent stake in the new company.
Groupe PSA said the award signalled a new partnership that is expected to enable the company to continue to pursue its growth strategy in Malaysia.
Groupe PSA South East Asia senior vice president Laurence Noel said the group's product line-up of award-winning sport utility vehicles (SUVs) - Peugeot 3008 and Peugeot 5008 - have garnered a lot of attention here in the past few years.
"As such we strive to continue the momentum through exciting new models and aftersales initiatives. It is our plan in the near future to introduce our global successes such as the all new Peugeot 2008 in Malaysia," she said in a statement today.
Noel said Groupe PSA aims to continuously revolutionise the customer experience together with its new partner, BAASB and underscore its commitment to customers through excellent sales and aftersales service.
"Groupe PSA has made Malaysia its export hub for the region," she said.
Berjaya Corp chief executive officer Datuk Seri Robin Tan Yeong Ching said the company is pleased to be given this opportunity to be part of the new collaboration (via BAASB) with Groupe PSA, one of Europe's largest vehicle manufacturers, listed on the Euronext Paris Stock Exchange.
"This new collaboration will complement our group's existing automotive business namely, HR Owen Plc and Berjaya China Motor Sdn Bhd.
"We believe this collaboration between Berjaya Corp, Bermaz Auto and Groupe PSA will bring positive synergistic benefits to all parties," he said.
Bermaz Auto executive chairman Datuk Seri Ben Yeoh said the company was honoured that Groupe PSA and Berjaya Corp recognise Bermaz Group's capabilities and expertise in the automobile industry.
"We are delighted to participate in this new collaboration, which is expected to contribute positively to our future earnings base. Peugeot, Citroen and DS are European marque cars well-known for their driving comfort, smooth handling, modern designs, durability and with state-of-the-art technology.
"Hence, we are elated and looking forward to a successful collaboration with BerjayaCorp and Groupe PSA via BAASB," he added.
Noel said BerjayaCorp is a multi-national conglomerate group of companies while Bermaz Auto is a renowned automotive company in Malaysia; both listed on the Malaysian stock exchange.
"Hence, Groupe PSA is indeed pleased and is confident that the business collaboration with Berjaya Corp and Bermaz Auto (via BAASB) will accelerate growth and create a synergy of key strengths between Groupe PSA and BAASB, which will see us further consolidating and increasing our market presence here," she added.
In early October, it was reported that Naza Group was giving up its Kia and Peugeot franchises, and that BAuto had emerged as the frontrunner to take over.
Naza Group executive chairman SM Nasarudin SM Nasimuddin in an interview with a business weekly published recently confirmed that it was planning to divest the two marques.