We look at all three contenders and share our 2 cents for Rolls Royce APAC to absorb
Its is now at the final stretch of the race for these 3 automotive groups to get this prestigious brand and Rolls-Royce Motor Cars is still evaluating who should take the Malaysian distribution rights after the retirement of Quill. It is down to either Auto Bavaria, Wearnes Automotive or Atlantis Motor Group.
The final decision depends on what Rolls-Royce APAC prioritises for the brand’s future direction in Malaysia.
Meanwhile, we at www.dsf.my have sent emails to Rolls Royce APAC office for information since the start of this whole ‘netflix’ ready incident and have even spoken ‘casually’ to the 3 above mentioned parties. There is still no firm response from the 3 parties and ZERO reply from Rolls Royce APAC office (probably all my emails are ending up in their spam folder).
With our limited knowledge of the workings of a distributorship, here below is our evaluation of the next possible move and some insights.
Each candidate brings a distinct commercial argument to the table:
1. Auto Bavaria (Sime Darby Motors) — Parent company Sime Darby Motors already manages official Rolls-Royce distribution in Greater China (Hong Kong, Macau, Shanghai) and Australia, giving them a direct and well executed working relationship with Goodwood.
This means seamless integration with BMW Group software, warranty backends, and high-voltage EV diagnostic systems required for models like the Spectre and future electric vehicles from the Goodwood. Also, there is strong financial backing and existing luxury infrastructure at flagship hubs like Sime Darby Motors City in Ara Damansara (where aftersales and warranty is being conducted with full ‘blessings’ from Goodwod (see message below) since Quill’s departure.
Also, there is an immediate access to a massive database of existing ultra-high-net-worth BMW 7 Series/i7/X7 owners looking to trade up. Yes, we understand that Rolls-Royce often prefers dedicated, boutique exclusivity. Operating inside a massive automotive conglomerate risks the brand feeling like “just another department” next to high-volume BMW sales.
2. Wearnes Automotive —Wearnes is well known specifically around niche, ultra-luxury and super-exotic marques in Malaysia (currently managing Bentley and Aston Martin). They already have a long standing expertise in high-touch, white-glove client management and hyper-customized ‘Bespoke’ ordering processes. We are sure they will provide a standalone, dedicated luxury environment where Rolls-Royce would receive 100% focused attention (like Quill did) rather than competing for bandwidth within a multi-brand corporate giant. There are also experienced in managing low-volume, high-margin client relationships across Southeast Asia.
However, there is a conflict of interest. Why? Well, Managing both Bentley and Rolls-Royce under the same parent umbrella in the same market creates internal competition, which Goodwood rarely favors and lets not forget their current shrinking market share in Malaysia.
3. Atlantis Motor Group — This represents a ‘boutique’, newer, agile automotive group focused on boutique distribution models, niche CBUs and bringing revitalised luxury brands back to the market starting with Alfa Romeo and more recently Maserati.
To start, zero branding conflict with current Italian brands in their portfolio. Rolls-Royce would be their absolute crown jewel, receiving aggressive focus, fresh marketing capital (which they have plenty) and dedicated executive eye.
However, still new to the Malaysian market, they have unproven track record for the RM2 million to 4 million segment which is ultra-luxury scale compared to established giants like Sime Darby and Wearnes. Plus, they will need time to ready after sales and hire highly trained technicians to handle the new electric vehicles from Goodwood.
So, lets see what happens next as we ‘hear’ that a decision is coming very soon and we will probably be NOT be informed by Rolls Royce APAC as they seem to NOT notice us.
