As one of the country’s foremost car producers, Perodua has emerged as a key player with its highly successful launch of the MyVi. While the success caught even the brand’s leaders by surprise, it is indeed a key factor in rebuilding Perodua’s position and image with Malaysian car users. Hafiz Syed Abu Bakar, Managing Director of Perodua shares the secret behind the company’s success.

Perusahaan Otomobil Kedua Sdn Bhd (PERODUA) was established in 1993. The joint venture partners/shareholders of Perodua and their respective shareholding are UMW Corporation Sdn Bhd (38%), Daihatsu Motor Co. Ltd. (20%), MBM Resources Berhad (20%), PNB Equity Resources Corporation Sdn Bhd (10%), Mitsui & Co. Ltd (7%) and Daihatsu (Malaysia) Sdn Bhd (5%).

The company’s operations commenced early 1994 and the first vehicle, the ever so popular, Perodua Kancil was introduced to the Malaysian market in August 1994. Up to end of October 2007, Perodua has successfully sold approximately 1,331,455 units of vehicles of various models both locally and abroad.

Perodua car sales gained the highest market share of 38.4% in June 2007. In 2006, the Myvi was named the Supermini Car of the Year by Autocar Asean Magazine and in 2007, it won the Best Model of the Year Award from Frost & Sullivan.

This year, the Viva too, received the Supermini Car of the Year award from Autocar Asean. As indicated by Interbrand’s survey, Perodua’s financial performance in 2006 includes a 58% sales increase with marginally increased operating profit margins at 5% of revenues while market capitalisation rose 58% at RM 5,084 million.