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Perodua

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Perusahaan Otomobil Kedua Sdn. Bhd.
Company typePublic
IndustryAutomotive
Founded1993; 32 years ago (1993)[1]
HeadquartersSungai Choh, Rawang, Malaysia
Area served
  • Malaysia
  • Brunei Darussalam
  • Mauritius
  • Seychelles
  • Singapore
  • Sri Lanka
Key people
Tan Sri Asmat Kamaludin (chairman)
Dato Zainal Abidin Ahmad (president & CEO)
ProductsAutomobiles
Owners
Number of employees
11,500 (2023)
Websiteperodua.com.my
The Perodua Myvi was the best-selling car in Malaysia for eight consecutive years, between 2006 and 2014.

Perusahaan Otomobil Kedua Sendirian Berhad[1] (Eng. transl.: "second automobile enterprise private limited"), usually abbreviated to Perodua (Malay: [pəroˈdua]), is Malaysia's largest car manufacturer, followed by Proton Holdings.

Background and history

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Perodua was established in 1993 and launched its first 5-door hatchback, the Perodua Kancil, in August 1994.[2] Initially, the company mainly produced minicars and superminis and did not have models in the same market segments as Proton. Its targeted market segments later began to overlap with Proton's—especially in the super-compact segment, where the Perodua Myvi has competed with the likes of the Proton Savvy and the Proton Iriz.

Perodua does not design or engineer its main components, such as engines and transmissions, in-house; its cars have historically used Daihatsu component designs. Daihatsu held a 20% stake in Perodua at the company's launch, increasing it to 25% in 2001 and then to 35%.[2] In 2004, Perodua began assembling the Toyota Avanza at its plant in Rawang, for sale in Malaysia.[citation needed]

The company's shareholders include UMW Holdings (38%), Daihatsu Motor Co. (20%), Daihatsu (Malaysia) (5%), MBM Resources (20%), PNB Equity Resource Corporation (10%), Mitsui & Co. (4.2%), and Mitsui & Co. (Asia Pacific) (2.8%).[3][4]

Sales

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Domestic Perodua sold more than 207,100 vehicles in 2016, which was its highest yearly sales record to date, and achieved a highest-ever domestic market share of 35.7%.[5]

International In the United Kingdom, Perodua's cars were sold by some Proton dealers, who wished to attract customers seeking a smaller and cheaper alternative to the Proton range.[citation needed] Sales numbers in the UK were small, however, and in 2008, Perodua sold only 624 cars (down from 914 in 2002). Sales were up slightly in 2009 (to 650) and then to 761 in 2010,[6] mainly due to the new Perodua Myvi selling comparatively well.[7]

Currently, Perodua cars are exported to Singapore, Brunei, Mauritius, Fiji, Sri Lanka, and Seychelles.[8] The company also exported the Myvi as the Daihatsu Sirion to Indonesia, which made up 55 percent of their exports in 2020.[9]

In 2021, the company began exploring the idea of exporting used Perodua cars overseas.[10] As of 2024, the company was exporting used cars to a few countries, including Fiji.[11] At the same time, exports of used cars were halted in Sri Lanka.[11]

Models

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Current

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Model Introduction Current model Vehicle description
Introduction (model code) Update/facelift
Myvi 2005 2017 (M800) 2021 B-segment hatchback. Exported to Indonesia as the Daihatsu Sirion.
Alza 2009 2022 (W150) – Three-row B-segment MPV based on the Daihatsu Xenia
Axia 2014 2023 (A300) – A-segment hatchback based on the Daihatsu Ayla and the successor to the Perodua Viva
Bezza 2016 2016 (B300) 2020 B-segment sedan, not shared with other overseas models
Aruz 2019 2019 (F850) – Three-row, rear-wheel-drive B-segment SUV based on the Daihatsu Terios
Ativa 2021 2021 (A270) – A-segment SUV based on the Daihatsu Rocky

Past

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Slogans

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Corporate

  • "Kehebatan Yang Pasti" ("assured excellence") (1997–2008)
  • "Happy Motoring" (2000–2008)
  • "Building Cars, People First" (2008–present)
  • "Kepuasan Pelanggan Sepenuhnya" ("complete customer satisfaction") (2021–present)

Anniversary

  • 10 Years of Excellence (Perodua's 10th-anniversary slogan, 2003)
  • 20 Years of Driving Value and Beyond (Perodua's 20th-anniversary slogan, 2013)

Brand identity

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  • First logo (1993–1998)
    First logo (1993–1998)
  • Second logo (1998–2008)
    Second logo (1998–2008)
  • Current logo
    Current logo

Logo history

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Perodua organised a competition in 1997 to find a new corporate logo, to be launched together with their upcoming model, tentatively known as the X555. The competition was won by Johnson Ng Weng Kuan, an architecture student from Universiti Teknologi Malaysia. Perodua officially unveiled the new corporate logo on 24 August 1998, when they launched Malaysia's first sport utility vehicle, the Perodua Kembara.

The new logo maintains the 'P' and '2' and the colours of the old, squarish logo, but has been stylised further to become elliptical.

Awards and accolades

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  • People's Choice, Automotive Category (Bronze) – Putra Brands Awards 2010[12]
  • People's Choice, Automotive Category (Silver) – Putra Brands Awards 2012, 2015 & 2016[12]
  • Most Favorite Brand Automotive Sedan/Compact Cars – The BrandLaureate Bestbrands Award 2016—2017[13]
  • People's Choice, Automotive Category (Gold) – Putra Brands Awards 2017 & 2018[12]

References

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  1. ^ a b "Welcome to the Official Perodua Website".
  2. ^ a b World of Cars 2006·2007. Warsaw, Poland: Media Connection Sp. z o.o. 2006. p. 203.
  3. ^ "Perusahaan Otomobil Kedua – Corporate". perodua.com.my. 2017. Archived from the original on 8 October 2017. Retrieved 8 October 2017.
  4. ^ "UMW Holdings Berhad – Corporate presentation – March 2017" (PDF). ir.chartnexus.com. March 2017. Archived (PDF) from the original on 8 October 2017. Retrieved 8 October 2017.
  5. ^ "Perodua in 2016 – 207,100 vehicles sold; highest ever market share with 35.7% of TIV; 6% growth in exports - paultan.org". 17 January 2017.
  6. ^ "UK Auto Sales By Brand – 2010 Year End". Good Car Bad Car. 10 January 2011.
  7. ^ "Perodua Maintains Growth as Market Slows (press release)". Perodua UK. 18 August 2010.
  8. ^ "Welcome to the Official Perodua Website".
  9. ^ "Perodua exports hit 2,825 units in 2019, up from 2,184 – paultan.org". Paul Tan's Automotive News. 21 January 2020. Retrieved 27 January 2022.
  10. ^ Tan, Danny. "Perodua studying export of traded-in used cars – CEO". paultan.org.
  11. ^ a b Poon, Elim (14 June 2024). "Perodua plans East Coast spare parts hub". The Star. Retrieved 12 July 2024.
  12. ^ a b c "Winners". PUTRA BRAND AWARDS. Archived from the original on 30 November 2018. Retrieved 30 November 2018.
  13. ^ "Most Favourite Brand Awards – The BrandLaureate". THEBRANDLAUREATE. Archived from the original on 30 November 2018. Retrieved 30 November 2018.
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