Sime Darby Auto Imports is the sole factory authorised Porsche importer in Malaysia

Porsche Asia Pacific Pte Ltd today announced the official appointment of Sime Darby Auto Imports Sdn Bhd (Auto Imports), a wholly-owned subsidiary of Sime Darby, as the sole and exclusive importer of Porsche cars in Malaysia.

The appointment, which follows a Letter of Intent signed between the two companies in January this year, was formalised in a signing ceremony that took place on Thursday, April 1, 2010.

Sime Darby takes over the responsibility from Jaseri Automotive Group Sdn Bhd, who had up till the first quarter of 2010 been handling the distribution and sales of Porsche cars in Malaysia.

With the agreement sealed, Auto Imports has appointed its related company, Sime Darby Auto Performance Sdn Bhd (Auto Performance) as the distributor of Porsche in Malaysia. Auto Performance is also a dealer and will have service centres that comply with Porsche’s stringent standards and undertake the sales, marketing and publicity functions as well as provide after-sales service for Porsche cars in Malaysia.

From L to R: Christopher Hunter, Lawrence Lee, Christer Ekberg, Arnt Bayer

Auto Performance will be headed by Chief Executive Officer, Arnt Bayer and After-Sales Manager, Christopher Hunter. Both Mr. Bayer and Mr. Hunter were previously from Porsche Asia Pacific, as Regional Sales Manager and Technical Manager, respectively, based in Singapore. The newly established company is also retaining staff members from the Jaseri Group who resume their full responsibilities operating at the current Porsche Centre Glenmarie.

Dato’ Mokhzani Mahathir, Chairman of Jaseri Automotive Group will remain a shareholder of Auto Performance, providing continuity for Porsche’s existing customer base.

According to Arnt Bayer, “We are confident that Sime Darby is the right partner to take the Porsche brand to new heights in this key market. The company’s long standing experience, coupled with the solid team, will ensure a solid growth for Porsche in Malaysia. Improving customer satisfaction is high priority and one of the key projects will be the establishment of a state of the art After Sales facility in the Porsche Center Glenmarie that will offer first class service to all Porsche customers in Malaysia.”

Dato’ Lawrence Lee (above: seated 2nd from left), Sime Darby’s Executive Vice President, Motors Division said, “We are honoured to add Porsche to our portfolio, and believe that the brand is well-placed for great expansion in this market. We already have some great plans for Porsche in Malaysia, including the establishment of a new dealership and a quick service centre for our customers, and will announce these in due course.”

Sime Darby to handle Porsche brand in Malaysia

Porsche Asia Pacific Pte Ltd has signed a Letter of Intent (LOI) to appoint Sime Darby the sole and exclusive importer of Porsche cars in Malaysia.

The LOI outlines that Sime Darby will assume 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.

Sime Darby is expected to officially take on this responsibility from Jaseri Automotive Group Sdn Bhd by the end of the first quarter of 2010.

According to Christer Ekberg, Managing Director of Porsche Asia Pacific, “We are pleased to welcome a new partner to our Asia Pacific family, and are confident that the team at Sime Darby are the right choice for us to grow the Porsche brand even further. We are also very happy that Dato’ Mokhzani Mahathir will remain as a shareholder in this new partnership, which will ensure continuity and a seamless transition for our customers.”

Porsche Centre Glenmarie will remain as the base for Porsche Sales and Service while additional Porsche Centres will be added to ensure higher service levels to existing as well as new Porsche customers.

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.”

About Porsche Asia Pacific Pte Ltd

On 1 October 2001, Porsche established its Asia Pacific office, headquartered in Singapore to support its current 12 independent importers in the region regarding Sales, Marketing, After Sales, Training and PR.