Sime Darby Auto Performance/Porsche Malaysia is 15 years old

Porsche Malaysia, represented by Sime Darby Auto Performance is 15 years old this year. Although the German sportscar brand has been in Malaysia longer, it has been under the Sime Motors subsidiary that Porsche has moved strongly ahead in this market.

Since its establishment in 2010 by Sime Motors, Porsche Malaysia has grown from strength to strength. From modest beginnings in retail, the company has grown from a single dealership in Glenmarie, Selangor to 4 dealerships across the country.

Wide range with latest models
With greater commitment to grow the business, Porsche Malaysia has put in a lot of effort into sales activities and the volume has rapidly grown over the 15 years. From 126 units in its first year, Porsche Malaysia sold over 1,300 new sportscars and SUVs in 2024.

Unlike earlier years when smaller importers offered a limited range of models, Porsche Malaysia has had an extensive range and introduced the latest models as soon as righthand drive versions have become available.

First assembly operation outside Germany
The efforts put in by Porsche Malaysia as well as Sime Motors have paid off as Porsche has recognised Malaysia as a place where they can set up a base from which they can grow further in the region. They therefore made a strategic decision to set up an assembly operation for the first time ever outside Germany, entrusting the Inokom plant in Kedah (owned by Sime Motors) to build their popular Cayenne SUV from March 2022.

Satisfied that Inokom could produce vehicles to the quality standards comparable to the plant in Germany, Porsche went to the next step of assigning a second model – the Cayenne S E-Hybrid Coupe which will be for not only the Malaysian market but also for export to neighbouring countries using AFTA (ASEAN Free Trade Area) privileges.

Cross-border EV charging network
Besides local assembly, Porsche Malaysia and Sime Motors have also joined Porsche Asia-Pacific in establishing the first cross-border High Performance Charging network in ASEAN. In collaboration with Shell Recharge, high-speed DC charging stations have been set up on the major route between Singapore and beyond Bangkok in Thailand (and now also along the expressway to the East Coast).

Besides benefitting owners of the fully electric Taycan and Macan, who can drive all the way along peninsular Malaysia to Thailand, the charging station network also helps in promoting adoption of EVs in the region.

Porsche Club Malaysia
The Porsche brand has a strong following and Porsche Malaysia has made sure to provide activities for the huge community of owners and fans. One of the pillars of this community is Porsche Club Malaysia, fostering connections among owners. In the early years, when Porsche Malaysia first introduced the second-generation Cayenne, many Porsche Club Malaysia members were amongst the first to own the car.

Besides hosting events like the Porsche World Road Show, the company is also active in motorsports, with the Sime Motors Racing Team 911 GT3 Cup Car currently campaigning the Porsche Carrera Cup Asia.

The search for new motorsport talent in Malaysia begin in the world of Esports, and with the Porsche Esports Sprint Challenge Malaysia, there is an alternative platform for young dreamers to experience motor racing in the virtual world.

“As we look back on our journey, we are happy to see a consistent pattern of growth in Malaysia. With the Cayenne as the popular choice amongst the sportscar fans, we have enabled more Malaysian families to be part of the vibrant Porsche community. Looking ahead, our ambition is to continue this upward trajectory, accelerating dreams for all Porsche owners in Malaysia,” said Christopher Hunter, CEO of Auto Performance. Mr. Hunter himself has been part of that journey, having headed the aftersales team right from the start before becoming CEO.

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