If you know the Malaysian auto industry expert Dezmin Noris you will understand why he is returning home to Alfa Romeo ……. let us explain!
Regarded as an automotive industry veteran, Dezmin Noris Radzi Raj has held various management positions in the luxury automotive sector, including previous roles with other high-end automotive brands that mostly seem to be from Italy.
He is also a committee member of the ‘Official Supercar Distributors Association’ (OSDA) which is a non-profit organization representing Malaysia’s recognized high-performance car distributors.
Just before he ‘balik kampung’ 2 weeks ago, he oversaw the operations for SunAgata Supercars, which is the official distributor of Lamborghini cars in Malaysia (Lamborghini Kuala Lumpur).
So, why are we saying he ‘balik kampung’, well, Dezmin was the ‘after sales manager’ at Alfa Romeo when the brand was sitting with Sime Darby Motors which was from 2012 to 2013.
He is now the ‘Brand Manager’ with the all new Alfa Romeo brand guardian in Malaysia, DLSB Partners Sdn Bhd which is an independent private distributor and member of the Atlantis Motor Group.
Let’s rewind the clock and look at Dezmin’s long and well groomed automotive career. We first met Dezmin when he was the ‘after sales manager’ at Land Rover Malaysia (under Sime Darby Motors) sometime in 2010 and soon after he took the role of ‘after sales manager’ when Sime Darby Motors started the Alfa business in 2012. This sadly ended in December 2013 and the Alfa Romeo Giulietta (priced at the time at RM178k) was the last Alfa model sold officially in Malaysia until last year when the Giulia (RM438k) and Stelvio (RM478k) arrived.
In 2014 to 2017, Dezmin was ‘head of sales’ at Jeep Malaysia which was under DRB-Hicom. With the early retirement of the Jeep brand in Malaysia, Dezmin looked towards Italy and the call came in late 2017 to be the ‘head of sales’ for Ferrari at Naza Italia Sdn Bhd. This 6-year journey provided many memorable moments for Dezmin and when Ital Auto Sdn Bhd took over the Ferrari brand in early 2023, Dezmin continued with them as their ‘head of sales’.
In a short moment of ‘madness’ he moved to Bentley Kuala Lumpur in January 2025 as the general manager and after 5 months realized his love for pasta and olive oil was more than his love for shepherd’s pie and mash and so joined Lamborghini Kuala Lumpur as their senior operations manager’ in July that year.
Today …… well you know where he is ….. ‘back home’ at Alfa Romeo Malaysia (brand’s flagship 3S centre located at TREC Kuala Lumpur, known as ‘Casa Alfa Romeo’) after 16 years or helping many other premium automotive brands.
