Perodua breaks with tradition

PERUSAHAAN Otomobil Kedua Sdn Bhd is "breaking tradition" for the first time in its 15-year history by introducing a new vehicle fully imported from Japan.

The second national car producer plans to launch the Perodua Nautica sports utility vehicle, a rebadged Toyota SUV, next month.

Perodua has always produced Toyota or Daihatsu vehicles at its plant in Sungai Choh in Rawang, Selangor.

Managing director Datuk Syed Hafiz Syed Abu Bakar stressed that it is more cost-effective to import the SUV than to assemble it locally.
"This is an urban lifestyle vehicle. The most volume we may get (for this kind of vehicle) is 300 units a month," Hafiz said in a recent interview at his office at the Sungai Choh facility.

He added that monthly sales of some 1,500 units of such vehicle are needed to justify any local assembly.

Hafiz said the 1.5-litre Nautica is also to "fill up Perodua showrooms more". It will complement the company's current passenger car line-up of the Myvi and Viva.

Perodua is targeting buyers who are in the market for a second or third vehicle with a four-wheel drive (FWD) capability.

There is a similar SUV like the Nautica produced by Toyota Motor Co in Indonesia. But the latter version comes with a two-wheel drive capability, Hafiz explained.

Kembara Replacement: Talk has it that the new upcoming Perodua Nautica will look more or like a Daihatsu Bego/Terios or Toyota Rush

Meanwhile, Hafiz said the looming Perodua rebranding is a continuation of its journey to change itself.

"The journey to make the company name more visible started two years ago. For some time now, our product brands such as Kancil and Myvi stand out more prominently than our corporate name, Perodua. We intend to change that situation," he said.

The rebranding revolves around Perodua's new brand vision and tag line "Fresh Thinking To Move Malaysia" and should be launched in June.

Source: New Straits Times Business Times

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