Brunei is the 2nd ASEAN export market after Vietnam for Chery Corporate Malaysia.
Chery Corporate Malaysia has officially begun exporting vehicles to its second ASEAN market, Brunei, marking a major milestone in its strategy to establish Malaysia as a regional production and export hub. This follows the commencement of exports to Vietnam in early 2025 and reflects the company’s measured approach to expanding its footprint across Southeast Asia.
First Batch: JAECOO J7 for Brunei
The initial shipment to Brunei consists of the JAECOO J7 PHEV and the JAECOO J7 ICE (Two-Wheel Drive variant). These vehicles are manufactured at the Shah Alam plant in Malaysia and share identical specifications with the models currently offered in the Malaysian market.
Brunei was identified as a logical next step for expansion due to its market potential and proximity. The initial shipment allows the company to gauge market reception and lay a solid foundation for future growth in the country.
Malaysia as a Regional Production Hub
The start of exports to Brunei reinforces Malaysia’s strategic importance within the Chery Group’s global ecosystem. By utilizing local manufacturing facilities for regional supply, the company aims to:
- Strengthen the Regional Ecosystem: Build a robust industrial network that supports sustainable long-term growth in the ASEAN region.
- Capitalize on Local Capabilities: Leverage Malaysia’s skilled workforce and manufacturing infrastructure to produce vehicles for international markets.
- Expand Brand Reach: Following successful entries into Vietnam, Indonesia, Thailand, and now Brunei, the company plans to target additional ASEAN markets in the future.
A Measured Expansion Strategy
Chery Corporate Malaysia’s export strategy is built on a “learning-based” approach. By closely monitoring performance, customer feedback, and market trends in early-entry countries like Vietnam and Brunei, the company ensures that it establishes a strong foundation before expanding further. This sustainable growth model is designed to ensure a successful and lasting presence in every market it enters.
