Ten years ago, when MG Motor was entering the Thai market, Federal Auto (a subsidiary of MBM Resources Berhad well known for its association with Volvo) was exploring the possibility of representing the automaker in Malaysia.
For various reasons, that never worked but Federal Auto has finally become associated with another automaker from China (which never existed then. It’s JAECOO, the premium SUV brand in the Chery Group which began operations this year in Malaysia.
The MBM subsidiary has formed a partnership with JAECOO Malaysia and opened an outlet at Menara MBMR along Jalan Syed Putra in Kuala Lumpur. The new dealership operates under FA Sino Premium Sdn Bhd, a subsidiary of Federal Auto Group.
Menara MBMR is on the site where Federal Auto set up the first purpose-built car showroom in Malaysia in the early 1970s and today has Perodua and Volvo showrooms at the base of the tower block.
“Locating our first JAECOO showroom in Menara MBMR is going back to our roots where Federal Auto started selling cars in KL at this prestigious location in 1970,” said Wong Fay Lee, Chairman of Federal Auto. “With many years of experience in the premium market, Federal Auto is well-positioned to cater to customers’ needs, ensuring both excellent sales and aftersales services.”
“JAECOO’s distinctive position as a challenger SUV brand, paired with Federal Auto’s legacy as an experienced premium auto retailer, is a winning synergy. This strategic partnership is firmly rooted in our shared passion for excellence and long-term growth,” said Ms Wong, adding that the company plans to open a 4S outlet to provide a full range of services in Segambut next year.
Currently, JAECOO Malaysia is assembling only one model, the J7, at the Chery Corporate Malaysia plant in Shah Alam, Selangor. The company plans to expand its range with additional models, some of which will have electrified powertrains.