Published on December 14th, 2020 | by Subhash Nair


This Is The NEW Management Team For Peugeot In Malaysia

The Peugeot brand has seen its ups and downs under the NAZA, specifically Nasim Sdn Bhd. But, as we have learnt, they’ve got a bright future ahead of them in this country, as the same company who have brought Mazda to success over the last decade or so.

Last month, it was made official, Berjaya Auto Alliance would be taking over sole distributorship of Peugeot in Malaysia, with aftersales and spare parts distribution of other PSA marques Citroën and DS also coming under their umbrella.

Today, we have follow up news to that announcement.

  1. Berjaya Auto Alliance’s Managing Director will be Dato Wong Kin Foo. He was Director at Bermaz Motor.
  2. Dato Wong will be assisted by an experienced team.
  3. Berjaya Auto Alliance’s aim is to elevate and drive the Peugeot brand forward in Malaysia by providing a peace of mind ownership experience.
  4. Berjaya Auto Alliance will be headquartered at Lot.7 Glenmarie, Shah Alam. There will be expansion of this headquarters in the near future.
  5. The board of Berjaya Auto Alliance consists of Berjaya Corporation Berhad and Bermaz Auto Berhad. Key people chairing the board are Dato’ Sri Robin Tan Yeong Ching, Dato’ Sri Ben Yeoh and Dato Francis Lee.

Those are the official points brought up in their latest press release, which can be found below.

BHP diesel

Unofficially, there are rumours that Berjaya Auto Alliance aims to quadruple the number of new Peugeot cars currently sold annually. The Peugeot 2008 will most likely be the first new model introduced to Malaysia under Berjaya Auto Alliance. We may also see facelift models of the locally-assembled 3008 and 5008 introduced. In addition, it has been reported that a 5+5 year warranty is under consideration. The structure of the warranty was not made clear in the report.


Following the 1st December 2020 announcement of Berjaya Auto Alliance Sdn Bhd (“BAASB”) as the sole distributorship of new vehicles under the PEUGEOT marque and the rights of aftersales and spare parts distribution for the PEUGEOT, CITROEN, and DS marque vehicles in Malaysia, the group would like to share more insights into the new management team that would be spearheading the brand in Malaysia.

The new team at BAASB would be headed by Dato Wong Kin Foo, presently the director for Bermaz Motor Sdn Bhd. Dato Wong, the managing director of BAASB, would be reporting to the board of BAASB, which consists of both Berjaya Corporation Berhad (“BerjayaCorp”) and Bermaz Auto Berhad (“BAuto”), which is chaired by Dato’ Sri Robin Tan Yeong Ching, Chief Executive Officer of BerjayaCorp and Dato’ Sri Ben Yeoh, Executive Chairman of BAuto, as well as Dato Francis Lee, Chief Executive Officer of BAuto, amongst others.

The initial operations of BAASB would currently be carried out from the Group headquarters located at Lot.7 Glenmarie, Shah Alam, with plans of expansion in the near future. Dato Wong would be assisted by an experienced team to elevate and drive the Peugeot brand forward in Malaysia.

Berjaya Auto Alliance, together with Berjaya Corp and Bermaz Auto, would like to take this opportunity to thank the media for their continuous support. The group would be bringing in these award-winning products for Malaysian consumers, with an emphasis on providing a peace of mind ownership experience. Lastly, the group will strive to rebuild the Peugeot brand in Malaysia and would like to thank all customers for their unwavering support.

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Written work on @subhashtag on instagram. Autophiles Malaysia on Youtube.

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