IN Malaysia, auto manufacturers have had a great year on year sales run for more than a decade. It took a pandemic to hit the market hard which slowed down sales and also factory production.
With every new car launched before Covid-19, auto manufacturers spent millions on a fancy launch, follow up marketing efforts, media engagement and regular showroom and shopping mall roadshows.
It was a great time to be in the auto business and only a small selection of brands and models did not fare well in our market until Covid-19 arrived a year ago.
Now, with a sales tax discount still in effect, auto sales in Malaysia is healthy enough but only with the ‘national’ car brands due to its attractive pricing (due to favorable tax system). The rest of the auto market is seeing a slowdown.
Meanwhile, this is the time for auto brands in Malaysia to elevate their after sales at all levels. During the high profit years, a lot of emphasis was placed on selling and promotion and not enough was done on after sales and looking after customer interest.
In a market, where car prices are high, most middle class car buyers take seven to nine years to pay up their car installments and during their ownership they are seldom looked after. Facebook is filled with daily complaints for all major auto brands from irate customers. Premium auto brands included.
With new fancy cabin technology and complicated gearboxes being installed in many new cars, reliability and after sales is at best ‘just adequate’ today.
From simple RM66,000 cars to RM999,000 luxury machines, customers are treated to ‘marketing influenced statements’ at the authorised workshop by service advisors who try to keep them happy with a cup of fancy coffee and a slice of freshly baked cake.
The quality of beverage and food provided at these swanky service centers have become more important over getting the customers car done right and have them driving home happy.
The rise in complaints over shoddy cabin build quality with sagging roof linings and worn stitching on their Nappa leather seats are common. Their failing infotainment screens and rising complaints on paint quality fall on deaf ears.
Then there are common situations with cars going in for service but never even touched.
Yes, cars returning to their owners after a supposed oil change without having an oil change done and with serious engine issues cropping up at a later date with the owner being blamed for ‘not knowing how to drive their car properly’.
With car sales falling and consumer spending reducing, this is the time for auto manufacturers in Malaysia to take stock of their after sales standards and quality of technicians.
There are plenty of new independent workshops today who offer first class service and better rates to convince car owners to use their services with better feedback.
Then, there are new professional used car importers (AP) holders who are importing into Malaysia high quality used luxury cars with great build quality at lower prices to convince premium new car buyers to come to them and avoid build problems of local assembled vehicles.
It is time for car manufacturing and after sales in Malaysia to be looked at and improved for the future. – The Vibes, January 27, 2021
This article is powered by www.dsf.my. For more automotive updates, follow DSF.my on Facebook and Instagram
