When Sime Darby Motors entered the auto industry 55 years ago, the first brand it represented was BMW in Hongkong. Thereafter, the company represented an increasing number of brands, not just at distribution and retail levels but also upstream with contract assembly services at its own plant in Shah Alam, Selangor (now Inokom Corporation in Kedah).
Sime Darby Motors today represents various brands in ten markets around the Asia-Pacific region, and its activities in Malaysia have grown substantially since it took on the Ford business in 1981 (via PERNAS-Sime Darby).
The Malaysian unit now has an association with global brands such as BMW, MINI, Hyundai, Ford, Jaguar, Land Rover, Porsche, BYD and Volvo.
Empowerment with latest skills and knowledge
This broad portfolio has led Sime Darby Motors, Retail & Distribution, Malaysia to establish a Retail & Distribution Training Academy for its workforce. This will empower them with the latest skills and knowledge in the fast-evolving automotive industry.
Located at the Sime Darby Motors City automotive complex in Ara Damansara, Selangor, the Training Academy has world-class facilities and equipment with 9 classrooms that can accommodate a total of 163 trainees.
There is also a focus on EV retail and aftersales services, for which the academy is equipped with training vehicles, training props, computer labs and other EV-related equipment.
Two programmes
Training is provided through two main pillars of certification programmes. The first involves technical and non-technical training to meet Principal Certification requirements. These are conducted by 11 in-house trainers who have undergone the same certification by the global brands that Sime Darby Motors represents.
The second pillar is Sime Darby Motors’ own training programme. This focuses on talent development to enhance organisational skills and knowledge.
These include soft skills such as personal and professional development, skills enhancement, customer service, sales-closing techniques, etc. Training will be conducted by professional in-house trainers, as well as a network of certified training providers.
“As a key player in the automotive industry, Sime Darby Motors is committed to pursuing excellence as we strive to provide world-class services to our customers. The new Retail & Distribution Academy will be instrumental for innovation, upskilling and continuous learning, allowing us to deliver unparalleled customer experiences while contributing to the country’s automotive industry,” said Jeffrey Gan, Managing Director, Retail & Distribution, Southeast Asia, Hong Kong and Macau.
Focus on EVs
More importantly, it will enable the company to focus on emerging technologies and trends and be future-ready for the next generation of vehicles, particularly in the EV segment.
“This will allow us, as an organisation, as well as the brands we represent to stay ahead of the competition and adapt to changing market demands effectively,” he said.
The Academy will also allow Sime Darby Motors, Retail & Distribution, Malaysia to consolidate and optimise resources across the whole organisation for more efficient, effective and frequent employee training.
“Cultivating a highly-trained workforce will help address the skills gap, especially as Malaysia transitions towards electric vehicles, in addition to contributing to the country’s local talent development and economic growth,” Mr. Gan said.
“Our goal is to scale the Academy into a regional training hub for our Retail & Distribution operations across Southeast Asia to ignite a collective passion for learning, fostering growth that resonates across boundaries and transforms lives,” he added.
