Tan Chong charts route to expand market share

 

The sales and marketing arm of Nissan vehicles in Malaysia expects the overall Grand Livina sales to grow by 10 per cent with the launch of the Impul-tuned version

EDARAN Tan Chong Motor Sdn Bhd - the sales and marketing arm of Nissan vehicles in Malaysia - aims to sustain overall sales at around 28,000 units and to grow market share to six per cent this year, helped by launches of new enhanced models.

The company sold about 28,300 Nissan vehicles last year, up from 16,500 in 2007. Its market share grew by 1.8 percentage points to 5.2 per cent in 2008.

Overall car sales are expected to shrink this year, as the country's economy slows down. Some analysts expect total car sales to drop by more than 20 per cent this year.

"The burden is not on the economy, but it is on us to find ways to deliver. I used to say, the shareholders will not listen to what the market (condition) is, they still want you to deliver.

"That's why we are trying to find strategies. One of them is to launch an expansion or enhancement of an existing model," said executive director Datuk Dr Ang Bon Beng in Petaling Jaya yesterday after the launch of the new Nissan Grand Livina, tuned by Japan's Impul Motor Racing Development.

The Impul Grand Livina is fitted with a Impul aerokit, sports suspension system, exhaust muffler as well as a set of 17-inch Impul alloy wheels with Dunlop tyres. It costs RM10,500 more than the standard Nissan Grand Livina.

Owners of Impul Grand Livina can expect better handling experience.

Ang believes that the enhanced model can help strengthen Nissan Grand Livina's overall position in the market.

Currently, the Grand Livina holds more than 50 per cent market share under the mid-size MPV market (1.5-1.8 litre). About 22,000 mid-size MPVs were sold between January and November 2008, and over 11,000 units were the Grand Livina.

"We expect the overall Grand Livina sales to grow by 10 per cent to about 1,100 units a month with the launch of the Impul-tuned version. We believe it can attract a younger segment," Ang said.

He added that with the exception of the alloy wheels, all Impul Grand Livina parts are made in Malaysia. The company plans to export these locally-produced Impul Grand Livina parts to other Southeast Asian markets, China and South America as early as this year.

The company is also looking into launching an Impul-tuned Sylphy sometime this year.