JAECOO Malaysia to start off with network of 35 outlets nationwide

In the past two years, Malaysia has seen more new brands entering the car market than at any other time in the history of the industry. This influx has been brought on partly by the decision of the government to offer duty-exemption on electric vehicles, enabling them to be ‘affordable’ and accelerate adoption of EVs.

This has attracted the Chinese brands, in particular, as they have long been focussed on New Energy Vehicles – which includes EVs – as a result of the Chinese government’s guidance. And with the push to export more vehicles, Chinese automakers have been growing overseas sales as much as possible and entering new markets.

Network first
JAECOO, the premium  SUV brand in the Chery Group, is among those that have set sights on the Malaysian market and has been making preparations to start its business over the past 6 months. Before it can start selling its SUVs, it must of course have a sales network.

In the past, the business model was that distributors would set up their own branches to handle sales and aftersales. This was actually unique to Malaysia as elsewhere in the world, distributors have usually given independent dealerships that role and focussed on distribution and marketing.

However, over the past 5 years, there has been a shift in this decades-old business model and many distributors (especially the companies which are local units of foreign automakers) have a dealer network rather than set up their own branches.

JAECOO Malaysia is using that global model and has taken the important step of appointing dealers before it officially launches its first product. This is very important to customers who will not only want to know where they can buy the vehicles but also assure them of aftersales support.

30 dealers operating 35 outlets
The company took the opportunity at the Malaysia Autoshow 2024 (May 22 – 26) to hold its signing ceremony in public to appoint 30 dealers who will operate 35 outlets. These will be strategically located throughout the country, including East Malaysia.

The JAECOO dealerships will have the brand signature which features including a Super Walkway to greet customers upon entry. As with other premium auto outlets, there will be a dedicated coffee bar, product displays, and a dedicated delivery lounge. Naturally, the dealers will also provide aftersales service, in accordance with the 3S concept of providing sales, service and spare parts in one place.

Parts warehouse for assured supply
Where spare parts are concerned, JAECOO Malaysia will have a dedicated warehouse to ensure timely supply to all its dealerships. This will be crucial in building trust for the brand as delays in providing parts will spoil the ownership experience as the vehicles will be stuck in the service centres for long periods.

“JAECOO Malaysia is committed to long-term growth in Malaysia backed by a strong service network. Hand-in-hand with our dealer partners, we are excited to deliver best-in-class vehicles equipped with innovative technology and the absolute best customer experience to the Malaysian market. Our brand philosophy, ‘From Classic, Beyond Classic’ clearly outlines our aim to redefine attainable luxury as a challenger SUV brand,” said JAECOO Malaysia’s  President, Leo Chen.

“Our investments encompass an ecosystem of strategically positioned dealers and comprehensive facilities, complemented by a strong team of service advisors and highly skilled technicians. This is the foundation of JAECOO’s strength and a testament of our readiness to launch in Malaysia,” added JAECOO Malaysia’s Vice-President, Emily Lek.

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