Published on March 21st, 2021 | by Daniel Sherman Fernandez0
SISMA Auto Might Retire Jaguar Land Rover Business In Malaysia
Sime Darby Motors Will Remain As Jaguar Land Rover Sales & Service
If you are a Malaysian car enthusiasts and happen to be in my age group, you will know that SISMA Auto has been involved in the sales and service of Jaguar cars in Malaysia for the longest time.
SISMA Auto commenced operations over 26 years ago in 1994 as the exclusive importer and distributor for Jaguar cars in Malaysia.
In February 2014, SISMA Auto, welcomed Land Rover into its family via the formation of Jaguar Land Rover (Malaysia), with joint venture partner Sime Darby Motors. The joint venture was formed via SISMA Auto’s acquisition of a 40 percent share in Sime Darby Motors’ Land Rover (Malaysia), which was renamed Jaguar Land Rover (Malaysia).
Jaguar Land Rover (Malaysia) in turn appointed Sime Darby Auto ConneXion and SISMA Auto as dual brand Jaguar Land Rover super dealers across Malaysia.
In 2017, SISMA Auto surprised the Malaysian automotive industry and added a third premium marque, Volvo, into its portfolio. Today, SISMA Auto operates 3 automotive businesses, which is Jaguar Land Rover Glenmarie, Jaguar Land Rover Penang which is located at Jalan Sultan Ahmad Shah on Penang island and also its first newly open Volvo Bukit Bintang (Kuala Lumpur) at Menara Worldwide.
The new showroom supplements Sisma Auto Utara’s full-fledged Jaguar Land Rover service center at Sungai Pinang that has been in operation since 2015.
The Penang branch is Sisma Auto’s third dealership following its flagship 3S centre in Glenmarie and its city showcase showroom located in Bukit Bintang.
In 2020 June, SISMA Auto took a new step in the Volvo business and started the Volvo SELEKT. The launch of its 360 total-care used car programme known as Volvo SELEKT.
The programme is created for the discerning customers in mind, who want the same uncompromising excellence and quality of a new Volvo car but at a price point they desire. The result is a seamless car acquisition journey that is truly Volvo and bound to leave a lasting impression.
In the past 3 years, the Volvo business for SISMA Auto has grown and they have seen new and exciting products with local assembled prices that gives more choices to premium customers.
Meanwhile, Jaguar and Land Rover vehicles remain fully imported and this does not give them a selling price advantage over BMW, Mercedes-Benz and Volvo. Like Audi, who is also fully imported, Jaguar and Land Rover models face stiff competition and so sales have not been favorable to them.
Apple to apple comparison between a local assembled vehicle and fully imported vehicle like the Volvo XC60 and the Range Rover Evoque could be as high as RM75,000. Malaysian buyers will save the RM75,000 and buy the local assembled Volvo XC60. The local assembled Volvo XC90 T8 at RM373,000 is almost RM165,000 cheaper than the fully imported Range Rover Velar at RM555.000.
Then there is ongoing issue with reconditioned AP (approved permit) importers being able to import in 2 to 3-year-old used Range Rovers and Jaguars from England and sell them for almost 30 percent cheaper against what is available brand new. This further reduces the sales possibility of new Jaguar and Range Rover vehicles that comes with full warranty and service.
This is a result of the Malaysian unfair vehicle market issue and nothing else.