Automotive SDAC

Published on March 24th, 2023 | by Sounder Rajen


SDAC Recognised As Best Ford Distributor In Asia Pacific

SDAC achieved this recognition For Outstanding Customer Satisfaction

Sime Darby Auto ConneXion (SDAC), the sole distributor of Ford in Malaysia, recently won the highly-coveted Henry Ford Excellence Award for ensuring the highest level of overall customer satisfaction, exceptional business performance and the most outstanding customer initiative in 2022 in the Asia Pacific region.

From Left, Yukontorn Wisadkosin, President of Ford ASEAN and APDM (first from the left); Queenie Tham Choy Kuen, Head of Marketing Communications at SDAC-Ford (middle); Kay Hart, President of Ford International Markets Group; Turse Zuhair, Managing Director, Sime Darby Auto ConneXion-Ford; DJ Simpson, Managing Director Asia Pacific Direct Markets, Global Direct, Fleet, and KD Operations.

Introduced in 2016 regionally, Ford’s annual rewards and recognition programme evaluates distributors primarily on their highest level of overall customer satisfaction and performance in The following, categories, Highest level sales customer satisfaction, Highest level service customer satisfaction, Best new vehicle sales performance and Best parts sales performance.

The President’s Award, previously known as the Chairman’s Award, is the highest distinction in Ford’s annual rewards and recognition programme, and SDAC won it for Sales and Service for both the highest level of sales customer satisfaction and the highest level of service customer satisfaction for the fourth year in a row.

Moreover, these awards distinguish SDAC as the most highly performing distributor partner across 20 Ford Distributor markets in Asia Pacific, once again cementing the company’s position as one of the best Ford distributor and dealer organisations in the world.

To qualify as a contender for the award is no small feat either, Ford distributors are required to meet several stringent core criteria, namely 100 percent achievement on new vehicle sales and parts sales targets. They will also need a score of at least 90 percent respectively in sales and service customer satisfaction.

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Distributors who meet the criteria are then ranked from the highest to lowest according to their total combined sales and service customer satisfaction scores. Ford takes into account any outstanding customer experience initiatives, such as the Ford Ranger Getaways initiative which ultimately led to SDAC winning the award. 

Turse Zuhair, Managing Director, SDAC-Ford, said, “We are honoured to receive the 2022 Henry Ford Excellence Award, President’s Award for Sales and President’s Award for Service as a recognition of our achievements and the initiatives that we have implemented for our customers. We are equally humbled to be acknowledged for our commitment and investment in making sure customers are taken care of, well after the vehicle purchase.”

“We are committed to providing a richer and more immersive ownership experience for customers through holistic programmes like Ford Ranger Getaways, the first and only initiative of its kind, not just in Malaysia, but across Ford’s vast distributor network,” he added.


Scores for the Henry Ford Excellence and President’s Awards are given based on ratings collected from actual customer feedback and satisfaction surveys that Ford conducts in each distributor market.

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