After years of confusion and – to be honest – neglect, the Audi brand in Malaysia will finally be getting a much-needed rejuvenation thanks to the announcement of a new official distributor, PHS Automotive Malaysia (PHSAM).
PHS stands for Porsche Holding Salzburg, a Volkswagen Group subsidiary who is one of the largest and most successful automotive distributors in Europe, now operating in 29 markets worldwide. And if that name sounds familiar to you, that’s because they are also the same company behind Volkswagen Passenger Cars Malaysia (VPCM).
Wholly owned by PHS, PHSAM will be representing the wholesale, marketing and aftersales for the Audi brand in the country, and is led by two Managing Directors, Erik Winter and Kurt Leitner, who also hold the same positions at VPCM.
“The premium automotive landscape is extremely competitive, and we have plenty to do and multiple challenges to overcome, but we are fully committed to the growth of the Audi brand. Audi is one of the world’s leading premium brands and has a loyal local following that spans generations, so there is untapped potential in the Malaysian market,” said Winter.
“Our focus will be on strengthening the SUV, S line and quattro range, with electrification playing a major role in the Company’s future planned roadmap. With the strength of our team’s experience and backed by PHS’ global expertise, we are confident of sustainable growth for the Audi brand,” he added.
The press release also specifically mentioned that Erik and Kurt together played key roles in successfully helped VPCM expand its CKD product line-up here in Malaysia. Could this be pointing at CKD operations for Audi here in Malaysia? Only time will tell.
Management processes for the handover are already in place, with PHSAM’s other priorities being expanding aftersales services and strengthening the existing dealer network to achieve profitable growth. “Customer satisfaction is top of the list for us, and we recognise the importance of a strong working relationship with our dealer partners to grow and reach our targets and enhance the ownership experience for our customers,” added Leitner.
As part of the new distributor’s offering, All Audi cars purchased from July 1 will be offered with a three-year free maintenance programme, alongside a five-year unlimited mileage warranty, and five years of free roadside assistance.
The brand’s dealership network currently consists of three outlets nationwide including two Audi Centres in Juru and Glenmarie, alongside an authorised Service Centre in Ipoh. The Audi Centre in Setia Alam will resume operations on August 1, 2022.