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Published on April 5th, 2010 | by Daniel Sherman Fernandez


Porsche in Malaysia Finds A New Parent

Porsche Asia Pacific Pte Ltd has announced the official appointment of Sime Darby Auto Imports Sdn Bhd (Auto Imports), a wholly-owned subsidiary of Sime Darby, as the sole and exclusive importer of Porsche cars in Malaysia. The appointment, which follows a Letter of Intent signed between the two companies in January this year, was formalised in a signing ceremony that took place on Thursday, April 1, 2010.

Sime Darby takes over the responsibility from Jaseri Automotive Group Sdn Bhd, who had up till the first quarter of 2010 been handling the distribution and sales of Porsche cars in Malaysia. With the agreement sealed, Auto Imports has appointed its related company, Sime Darby Auto Performance Sdn Bhd (Auto Performance) as the distributor of Porsche in Malaysia. Auto Performance is also a dealer and will have service centres that comply with Porsche’s stringent standards and undertake the sales, marketing and publicity functions as well as provide after-sales service for Porsche cars in Malaysia.

Auto Performance will be headed by Chief Executive Officer, Arnt Bayer and After-Sales Manager, Christopher Hunter. Both Mr. Bayer and Mr. Hunter were previously from Porsche Asia Pacific, as Regional Sales Manager and Technical Manager, respectively, based in Singapore. The newly established company is also retaining staff members from the Jaseri Group who resume their full responsibilities operating at the current Porsche Centre Glenmarie.

Dato’ Mokhzani Mahathir, Chairman of Jaseri Automotive Group will remain a shareholder of Auto Performance, providing continuity for Porsche’s existing customer base.

Dato’ Lawrence Lee, Sime Darby’s Executive Vice President, Motors Division said, “We are honoured to add Porsche to our portfolio, and believe that the brand is well-placed for great expansion in this market. We already have some great plans for Porsche in Malaysia, including the establishment of a new dealership and a quick service centre for our customers, and will announce these in due course.”

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