Honda Malaysia celebrates its one-millionth unit sales by running the 1 Million Dreams Campaign.
THIS year marks the culmination of Honda’s 20-year journey in Malaysia as the company is on its way to achieve its one-millionth sales unit.
In the run-up to this achievement, the Japanese auto marque launched its 1 Million Dreams Campaign as an initiative to thank Malaysians who have given the company impetus to strive toward the milestone.
Among all, journalists have been important drivers, as they have had the longest history and relationship with the company, with some even witnessing the growth of Honda Malaysia since its establishment.
So as a tribute, Honda Malaysia is focusing on two enthusiasts in this story, who over the years have made valuable contributions in their reviews and articles on Honda’s products.
From hobbyist to expert
A petrolhead since his childhood, Hans Cheong is the content head for one of the leading tech-driven automotive content hubs, WapCar.
Hailing from Ipoh, Cheong has been active in the automotive industry for 15 years.
Although his passion for cars began early, he distinguishes what he considers as his hobby from his job, despite both being inextricably linked.
Cheong shared that one should exercise strict discipline and give due respect to those who actually build and sell cars.
“The intricate knowledge that they have, and understanding of consumer behaviour is nothing like those of car guys like us, ” Cheong shared.
“Only then can one learn and move beyond being a mere hobbyist.”
He opines that the role of the car enthusiast and the automotive journalist must be clearly defined and understanding is the key to stay connected with the target audience.
He has always been keen to know his readers’ needs and opinions, enabling him to generate content which resonates with them.
Similarly, Honda Malaysia shares the same idea by planning its business activities based on customer needs and constantly listening to feedback to improve its product offerings.
Cheong’s first introduction to Honda Malaysia was nine years ago when the company operated out of a single-storey office in Petaling Jaya.
Cheong: “Honda Malaysia has stood by the country for many years, by investing here and introducing many segment-first technologies.”
While he was first captivated by Honda’s VTEC technology, he soon gained positive impressions over how the automaker incorporates practicality, spaciousness, fuel efficiency and safety into its cars by default.
Having worked in a car plant, Cheong appreciates the difficulties and challenges of managing a car plant, namely the Honda Malaysia’s Pegoh plant in Melaka, which has many breakthroughs.
He has a huge respect for Honda associates in the car plant who have helped the company push boundaries further.
Some of Honda Malaysia’s most impressive accomplishments that Cheong remembers include the first completely knocked-down (CKD) hybrid assembly for the Jazz Hybrid in 2012; and being the only Malaysian car plant outside of Japan to produce Intelligent Power Units (IPUs) – the battery packs for hybrid cars last year.
Honda is also unique in that its production tools and equipment are designed and built in-house, making them custom-purposed to produce all Honda models.
“Honda Malaysia has stood by the country for many years, by investing here and introducing many segment-first technologies, ” stated Cheong. “My wish is that it can maintain a profitable business here.”
The same sentiment is shared by other media that have likewise seen the company consistently grow over the years in achieving the remarkable sales milestone.
Cheong is also particularly impressed by Honda Malaysia’s dedication in empowering the new generations, even using motorsports to train employees on planning, teamwork and way of thinking.
Mutual understanding
Kuantan-born Hezeri Samsuri has been a well-known automotive journalist and analyst, with 20 years of industry experience.
Hezeri’s illustrious career initially started as a hobby, sending opinions to editors on automotive issues while working as an IT project manager.
One day, he received a call from New Straits Times’ Cars, Bikes and Trucks editor offering him a job as a writer.
Hezeri leapt at the prospect and started off as a cadet reporter.
Today, he is a veteran editor who is regularly quoted by mainstream media on the country’s automotive development.
When he started his own website Careta.my, automotive marques rallied behind him, with Honda Malaysia being an early supporter.
Hezeri: “Honda Malaysia’s success is due to them understanding the market, and how they manage the information that goes out to the public.”
Hezeri noted that throughout the years, Honda’s products always remain aggressive, from its design, presentation or image – everything is about performance.
What impressed him the most is Honda Malaysia’s ability to penetrate the family market despite this aggressive image.
“I think Honda Malaysia’s success is due to them understanding the market, and how they manage the information that goes out to the public, even through media channels, ” Hezeri shared.
Hezeri also attributed the mutual respect that the media and Honda Malaysia has for each other to be a success factor and which should be the template for the industry.
“As a company, Honda does not only bring good products to our country but also a good working culture based on the respect for an individual regardless of his rank, ” said Hezeri.
Honda’s core working culture also includes developing new innovative ideas from associates and having a strong team collaboration.
The culture stems from the “Challenging Spirit” in Honda’s corporate DNA, which is widely practised by associates in all business activities as well as everyday work.
It has helped propel the company to face challenges through perseverance, hard work and endurance.
The spirit has also propelled Honda to become one of the most sought-after brands in Malaysia and instrumental in helping it reach its one-millionth sales unit milestone.
Hezeri encourages Honda Malaysia to continue to be creative, and even take it a notch higher, which will help to carry the premium image of the company deeper into the hearts of Malaysians.
