Sime Darby Auto ConneXion managing director Turse Zuhair
PETALING JAYA: Sime Darby Auto ConneXion (SDAC), the exclusive distributor for Ford in Malaysia, has expressed optimism about the expansion of its dealerships into Sabah and Sarawak.
This strategic move comes as SDAC recognises the untapped opportunities and growing demand for certain Ford products, given the strong preference for 4x4 vehicles for daily personal and work purposes.
SDAC managing director Turse Zuhair said the markets held much potential driven by differing trends and needs.
“This is very much driven by the suitability of the Ford Ranger given the topography and utility needs,” he told StarBiz.
Moreover, Turse pointed out that the group is seeing a growing trend among its customers whereby Ford owners have a strong preference for the Ford Rangers during weekend activities with their family and friends.
“Our core owners would still use it interchangeably for work, family, and play. As you can imagine, this covers the spectrum of diverse customer backgrounds that we serve,” he added.
Hence, the versatility of the Ford Ranger continues to be the driving factor behind the growing interest in Sabah and Sarawak.
With the recent openings of the latest Ford Signature dealerships in Kota Kinabalu by Boston Auto Sdn Bhd and Right Power Corp Sdn Bhd, SDAC’s customer base in East Malaysia is now supported by a total of eight dealerships.
The new facility brings its expansive network of dealerships across Malaysia to a grand total of 37.
To sustain its position in the auto market, Turse said the company will continue to focus on offering high-quality products and excellent customer service.
He pointed out the next-generation Ford Ranger and Ford Raptor vehicles, which stand out as advanced pickup trucks, boast features such as a infotainment systems with wireless connectivity, and wireless charging pads.
While such innovative features are the highlights of Ford’s products, he added the strong customer service is an integral part of its value chain strategy.
On creating a seamless customer experience, Turse said customers at SDAC dealerships could use a live scheduler to make immediate servicing appointments.
“For non-SDAC dealerships, customers can fill out an online form, and the selected service centre will be in touch with them,” he noted.
He said customers would soon have the convenience of booking a Ford vehicle and making their booking fee payment online.
“To date, we have a solid customer base who fully utilise the online platform for service. We see an encouraging growth of this trend and we expect continued uptake of our online services,” Turse added.
At SDAC, the focus is on enhancing the Ford customer experience in Malaysia through various touchpoints, including the launch of an eCommerce adventure booking platform called Ford Ranger Getaways.
This platform allows customers to select from a range of exciting experiences, make bookings, and payments, while also fostering a sense of community among passionate Ford Ranger owners.
Turse said SDAC is currently making preparations to meet the changing demands of consumers and the industry as a whole with the rise of electric and hybrid vehicles.
While it does not offer such models in the Malaysian market at present, the company is actively training its technical experts and technicians on electric vehicle (EV) technology and considering potential EV requirements in future dealership plans. This proactive approach was aimed at preparing the group to cater to the anticipated long-term demand for EVs.
Regarding the supply chain challenges in the automotive industry, Turse said significant improvements have been observed since early 2022.
“Our team has been working closely with our dealer partners nationwide to identify trends on the ground, so as to ensure we can meet customer demand more accurately,” he said.
They also maintain close cooperation with their principal to effectively navigate the supply chain dynamics.
“A good case in point is the opening of our new dealerships in Sabah and Sarawak to serve our growing customer base in the market,” Turse said.
