Perodua Company Malaysia

1) Introduction and background of the company

        The local company that I choose for this research is Perusahaan Otomobil Kedua Berhad (Perodua). The acronym for Perodua is Perusahaan Otomobil Kedua Berhad (Second Automobile Manufacturer Limited Corporation). Perodua is Malaysia's second automobile manufacturer after Proton. According to the official website of Perodua, Perodua Company was established in 1993, is a joint venture company between Malaysian and Japanese partners. Perodua launched their first car in 1994 which is Perodua Kancil. (Perusahaan Otomobil Kedua, n.d). According to the official website also, the shareholders of Perodua are UMW Corporation Sdn Bhd with 38% stake, Daihatsu Motor Co. Ltd. (20%), MBM Resources Bhd (20%), PNB Equity Resources Corporation Sdn Bhd (10%), Mitsui & Co. Ltd (7%) and Daihatsu (Malaysia) Sdn Bhd (5%). (Perusahaan Otomobil Kedua, n.d)
        Perodua does not actually compete with the Proton Company for the same market because Perodua mainly produces small-compact cars. In the United Kingdom their cars are sold by Proton dealers who wish to attract customers seeking a smaller and cheaper alternative to the Proton range. Besides the UK and Singapore, Perodua also exports their cars to Mauritius, Brunei, Sri Lanka, and Fiji in small numbers by local dealers.

        Perodua does not actually produce any in house designs or engineering for the main components such as engine and transmission. All Perodua cars are badge engineered from Daihatsu. Daihatsu owns a majority stake in Perodua and in turn is itself now a subsidiary of Toyota Corp. In 2004, the Toyota Avanza started being assembled by Perodua in their factory in Rawang for the Malaysian market.

[pic 1]  ← Perodua Factory in Rawang

        The Perodua Logo The original Perodua logo Perodua organised a logo competition in 1997 to find a new corporate logo, to be launched together with their upcoming model, tentatively known as the X555. The competition was won by Johnson Ng Weng Kuan, an architecture student from Universiti Teknologi Malaysia. Perodua officially launched the new corporate logo on 24 August 1998 when they launched Malaysia's first 4x4 vehicles, the Perodua Kembara.

        The new logo maintains the 'P' and '2' and the colours of the old, square logo, but has been stylised further to become more fluid and dynamic -- to represent excellent quality and reliability. The green colour represents social responsibility to the environment and the community, while the red colour symbolises the development of competent workforce and resilience in meeting challenges in the globalised world.

                                   [pic 2]                             [pic 3]

Old Perodua Logo                              New Perodua logo

        Compared to Proton, Perodua has been quite successful in its business ventures. Its cars are very popular among Malaysians, such as the introduced Perodua Myvi, which sold 80,327 units in 2006, outselling its rival’s best-selling car, the Proton Wira, which only sold 28,886 units in Malaysia. In the same year, Perodua became the best-selling car company in Malaysia.

        Perodua is set to become the largest compact carmaker in South-East Asia. In 2006, it has capacity to make 200,000 cars annually. By July 2007, it is expanding to 240,000 per year. In October 2005, it had produced a cumulative total of 1 million cars. In 2010, Perodua Myvi is still Malaysia’s best-selling car. According to a local news that reported by Danny Chan, Perodua shifted over 77,000 units of the Myvi in 2010, and amazingly against the usual trend, registrations peaked in the last quarter of the year.  

        In year of 2009, Perodua launch their 1st MPV which is Perodua Alza. Perodua Alza is also the best-selling MPV in Malaysia in 2011 and during the first quarter of 2011, Perodua managed to sell 10,473 units of Perodua Alza, 9984 units for the second quarter of 2011 and 25,952 units for the rest quarters of the years. According to local news website, The Sun Daily, Perodua managed to exports 310 units of Myvi, Alza 1.5 to Brunei. (The Sun Daily, 2016)

        In 2014, Perodua successfully introduce their first EEV compact vehicle to the market and this EEV was named Perodua Axia. Perodua Axia is a compact hatchback vehicle, and it mainly target Malaysian who live in the city. After 1 year and 9months, Perodua also introduce their 1st EEV compact sedan to the market which is Perodua Bezza. At the end of 2015, Perodua also exported Perodua Axia to countries that they had previously exported Perodua Viva. For example, Mauritius, Sri Lanka and Brunei. (The Sun Daily, 2015)

List of models

[pic 4]                  [pic 5]

Perodua Kancil (August 1994)                              Perodua Rusa (March 1996)

[pic 6]                        [pic 7] 

Perodua Kembara (August 1998)                          Perodua Kenari (June 2000)

[pic 8]                  [pic 9] Perodua Kelisa (August 2001)                          Perodua MyVi (May 2005)

[pic 10]                      [pic 11]   

Perodua Viva (May 2007)                                Perodua Alza (November 2009)

[pic 12]                    [pic 13] Perodua Axia (September 2014)                        Perodua Bezza (July 2016)

Perodua Company’s Mission

To be a world class automobile company renowned for excellent quality and reliability through:

• Professionalism in all our operations
• Efficiency in utilising technologies and available resources
• Resilience in meeting our challenges
• Optimising benefits to customers and stakeholders
• Dedication towards social responsibility to community, the environment and development of competent workforce
• Uniqueness in our products
• Aspiration to glorify the name of PERODUA

(Perusahaan Otomobil Kedua, n.d)

Analysis

        All company have their own image and reputation. Company reputation is totally different with company image because company reputation is a long-term process based on stakeholder’s direct experience with the company or any form of communication about the firm’s action. Company image is the current perception of the organization by individuals and groups. What do they think about the company or what do they see the company as. Image is very important for a company, therefore all company need a good image to keep their stock value.