Automakers generally prefer their retail outlets operated by dealers to be exclusively for just a single brand. This will ensure focus on the brand and also avoid any mix of different brand values.
However, there are exceptions and Stellantis, which has 15 brands (including the jointly partnered Leapmotor) in its portfolio, allows its dealers to have more than one brand in the showroom. This is understandable as the brands may have niche positioning or are new and not yet reached large volumes which a dealer needs to sustain his business.
First multi-brand dealership
Allure Auto Old Klang Road is the first dealer in Stellantis Malaysia’s network to have a multi-brand outlet, in this case for the Peugeot and Leapmotor brands.
Located near the busy Jalan Kelang Lama in Kuala Lumpur, the new dealership has spacious premises with a showroom that can display up to 5 vehicles at one time. Designed with the latest modern aesthetics reflecting both brands, the showroom aims to provide a comprehensive customer experience.
This includes a comfortable customer lounge, vehicle delivery bay, and an interactive configurator display to enhance customer service and engagement.
Speaking at the official opening, Jamie Francis Morais, Managing Director, Stellantis Malaysia said: “I am delighted to introduce our first multi-brand dealership in Malaysia – Allure Auto Old Klang Road. This facility is designed to showcase our captivating range of Peugeot vehicles and the innovative all-new Leapmotor C10 electric SUV. Allure Auto has been a great dealer partner and this second outlet – with more to come – showcases their commitment to providing exceptional brand experiences to our customers and expanding our network nationwide.”
Showroom only
At this time, Allure Auto Old Klang Road is a 1S dealership, ie only having a showroom for sales. In due course, it will have a service and spare parts facility in the USJ 1 area of Subang Jaya, Selangor. This facility will be shared with Peugeot Subang Jaya. Allure Auto will collaborate with the closest authorised Peugeot dealerships to address any technical issues and provide comprehensive aftersales solutions.
This combined facility will be staffed by Stellantis-certified technicians and fully equipped to maintain and repair Peugeot vehicles. It will also serve as a ‘hub’ branded centre to conduct both major and high-voltage system repairs, body and paint, diagnostics and general maintenance to support the aftersales needs of the new Leapmotor C10 electric SUV.
“Old Klang Road has long been recognised as a pivotal location in Kuala Lumpur. With the establishment of Allure Auto Old Klang Road, we are strategically positioned to bring the brand closer to our valued customers and enthusiasts,” said Lai Choong Yik, Director of Allure Auto.