Strategic analysis of

the automobile
industry
Malaysia group
 TABLE OF CONTENTS
main rival provide indicators of
01 manufacturers
barriers to the imports of
03 demand
barriers to ownership
automobiles comparing total production with
total domestic sales

manufacturers comparison
02 their total production and 04 compare the price of automobiles
position their products with the GDP per capita figure
01main rival manufacturers
.
 Proton Holdings Berhad (PHB)
Sales volume of Proton cars in Malaysia from 2012 to 2020(in 1,000s units)

ABOUT THE production

COMPANY volume
a Malaysian automotive company and automobile retained second position in the sales
corporation rankings table.
 PERODUA ENGINE MANUFACTURING

ABOUT THE production

COMPANY volume
Established in 1993

Malaysia's first and biggest Energy-Efficient

Vehicle (EEV) manufacturer
they are rival manufacturers

both of them are the domestic brand and

independent company

they manufacture under license

barriers to the imports of automobiles
Brand
Image
Positioni
ng

Many
competitor licenc
s in the car
industry e
 02.
manufacturers and products
positioning
 SIZE/PRICE TYPE OF COMPANY
MANUFACTURERS

Perodua
small/cheap DOMESTIC BRAND

Proton
medium/cheap DOMESTIC BRAND

Honda
medium/medium LOCAL MANUFACTURER
OF FOREIGN BRAND

Toyota
medium/cheap FOREIGN BRAND

Nissan
small/medium FOREIGN BRAND

Mazda
small/ cheap FOREIGN BRAND
 SIZE/PRICE TYPE OF COMPANY
MANUFACTURERS

VOLVO large/luxury LOCAL MANUFACTURER

OF FOREIGN BRAND

MITSUBISHI medium/cheap FOREIGN BRAND

BMW small/luxury FOREIGN BRAND

ISUZU large/medium FOREIGN BRAND

FORD large/medium FOREIGN BRAND

MERCEDES-BENZ small/luxury FOREIGN BRAND

 Brands are sold in the country
High price

Compact SUV

Low price
03. indicators of
demand
The Malaysian Automotive Perodua:
Association (MAA) : 01 02 240,341 units
604,287 units

Proton: Toyota:
100,183 units 03 04 61,045 units sold
barriers to ownership , required certification of each car purchased

The car was registered in your home country

Valid passport and a Malaysian visa

Driver’s license valid in Malaysia, the original

registration documents

You’re employed in Malaysia

A letter of employment
 04.
Comparison OF
AUTOMOBILES’ PRICE vs GDP
PER CAPITA
& LOCALISATION RATE
 GDP per capita

$ 11,414.21
Year 2019
 suv
GDP/CAPITA:
11,414.21$

19,202.33
PROTON X50 (2020)
 suv
GDP/CAPITA:
11,414.21$

19,202.33
DOMESTIC BRAND: Proton X50 (2020)

22,152.51
FOREIGN BRAND: Mitsubishi Xpander (2020)
 sedan
GDP/CAPITA:
11,414.21$

8,111.53
DOMESTIC BRAND: Perodua Bezza (2020)
 sedan
GDP/CAPITA:
11,414.21$

8,111.53
DOMESTIC BRAND: Perodua Bezza (2020)

17,987.88
FOREIGN BRAND: Honda City (2020)
 Localization rate
proton
18 69
% %

1985
Local content in Proton Saga
stood at 18%, with just 13 local
components
mid-1989
Local content had risen to 69%,
with over 453 Proton-
manufactured components and a
further 356 locally-sourced
parts from 56 local vendors
 Localization rate
PERODUA
60
- 95
80 %
%

Kancil, Bezza, third-gen

Kenari & Myvi & Aruz
Kelisa
The model
localisation rate was Perodua’s three most recent new
between 60% to 80% models have 95% local content