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Tuesday, February 02, 2010

LOCAL NEWS: PORSCHE goes to Sime Darby

Picture above: Dato' Mokhzani Mahathir...  Jaseri Automotive Chairman

Porsche goes to Sime Darby


Author: Chip

Sime Darby, already representing Ford, Land Rover and Alfa Romeo in Malaysia, will soon add a prestigious luxury brand to its portfolio – Porsche. A Letter of Intent has been signed with Porsche Asia Pacific Pte Ltd and Sime Darby is expected to officially begin operations by the end of the first quarter of 2010.

 Sime Darby will take over from the Jaseri Automotive 
Group full responsibility for the importation, 
distribution, sales, marketing, PR and after-sales service
for Porsche cars in Malaysia. This also includes the right
to appoint dealers and service centres.

It is understood that the Porsche business will not come
under the Auto ConneXion umbrella and will be an
independent unit under a new Sime Darby subsidiary
which will be set up. This new subsidiary will take
over the present Porsche Centre at Glenmarie in
Selangor which is operated by Auto Eurokars, a
subsidiary of Jaseri Automotive. 

This facility will remain the base for Porsche Sales and
Service while additional Porsche Centres will be added
in due course.  Commenting on this development,
Dato’ Lawrence Lee, Sime Darby’s Executive Vice
President, Motors Division said: “We are thrilled to
have the opportunity to add the Porsche brand to our
stable, and are certain that our depth of experience
in representing some of the world’s best-known marques
will stand us in good stead in this partnership. Malaysia
will be our second representation of Porsche as we are
currently representing the brand with a Porsche Centre
in New Zealand.”

The Chairman of Jaseri Automotive, Dato’ Mokhzani
Mahathir, will continue to be involved in the Porsche
business as he will remain as a shareholder in this new
company. In as far as APs are concerned, Sime Darby,
as a GLC, has its own quota of permits so importation
will not have to be done by other parties.


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