Perodua launches S-Series
SPECIAL RANGE: New models expected to drive firm’s sales to 194,000 units this year
PERUSAHAAAN Otomobil Kedua Sdn Bhd (Perodua) yesterday launched three new variants - dubbed the "S-Series" - that will drive its sales for the year to 194,000 units.
The three variants - the Viva S, Myvi 1.3 SE and Alza S - is expected to make up 45 per cent of Perodua's total sales for 2013.
"We expect to sell 7,500 units of the S-Series each month," managing director Datuk Aminar Rashid Salleh said at a pre-launch briefing here yesterday.
The S-Series was launched by the Deputy Prime Minister Tan Sri Muhyiddin Yassin and witnessed by Minister of International Trade and Industry Datuk Seri Mustapa Mohamed as well as Daihatsu Motor Co's president Koichi Ina.
The Deputy Prime Minister also laid the foundation stone for Perodua's new factory worth RM790 million, which the carmaker announced in December last year. The plant is expected to be operational by mid-2014.
The Perodua S-Series is a new trim level that replaces certain variants in the respective line-ups such as the Viva BZ, Myvi 1.3 Premium and Alza Standard.
The "S", which stands for "special" is said to be its most value-for-money variant for its consumers so far. It includes additional features at no additional cost to the customers.
"We have worked diligently to further improve our efficiency and transfer whatever savings we earn to our customers, in line with the government's call to give greater value to our product and services,' Aminar said.
"Due to this, we are able to give our customers a value average of RM4,500 per unit for these variants," he added.
New cars aside, Perodua is now offering three years of free services to all models and not just for the S- Series cars registered from March 15 onwards.
The free service includes labour and parts inclusive of the six per cent service tax which works out to between RM1,100 to RM1,250.
Aminar Rashid said this was possible since Perodua embarked on a cost- reduction activity some two years ago, which is now paying dividends.
"We started this activity which cut across all supply chains, including the vendors. The savings have helped us to pass the money back to the customers," he explained.
He admitted that Perodua is already feeling the heat as the market heads towards liberalisation post-2016.
"We are preparing ourselves. Competition is going to be very intense but we will be resilient," he said.
Perodua is already facing competition from foreign carmakers that are slowly encroaching into the compact-size segment, of which Perodua commands a leading 30 per cent market share.
Aminar Rashid pointed out that if Perodua is unable to reduce its car price, then it will add more features to boost sales.
Meanwhile, Perodua's Viva S, which is the entry-level 1.0L Viva and the cheapest automatic transmission-equipped car in Malaysia, is priced at RM34,774 on the road (OTR) without insurance.
The Viva S has power steering, seat height adjuster, under-seat tray, seat back pockets, driver's vanity mirror, MP3/WMA stereo and silver accents for the cabin, among other things, added on to it.
The Myvi 1.3 SE is priced from RM44,924 for the manual (solid) to RM48,424 for the automatic (metallic), with additional features such as the special-edition bumper, side skirting and rear spoilers.
The Alza S, which replaces the Alza Standard, includes new kits such as fog lamps, rear spoiler, chrome inner door handles and silver-painted interior finish. It is priced from RM53,517 (manual solid) to RM57,017 (automatic metallic).
The S-Series comes in all current Perodua vehicle colours as well as its signature "Ozzy Orange".