Asian auto market | Malaysia's November auto sales: Local brands lead, Chinese brands emerge

In November 2024, the Malaysian automotive market sold a total of 71,818 new vehicles, with year-to-date sales reaching 771,863 units. The overall market structure remains relatively stable.

● Among them, the local brand Perodua continues to maintain an absolute leading position, with a market share of 44.3% and sales of 31,808 units.

● Proton ranks second with 11,637 units sold, accounting for 16.2% of the market share.

● Toyota follows closely with 10,307 units sold, accounting for 14.4%.

● Chinese brands performed exceptionally well,

◎ Among them, Jaecoo ranks fifth with 1,456 units sold, accounting for 2% of the market share.

◎ Chery and BYD entered the top ten with sales of 819 and 783 units, respectively.

◎ Haval's sales this month were 356 units, rising to 15th place.

Overall, Chinese brands are gaining more attention with their gradual penetration strategy.

Sales Overview:

Powertrain and Brand Competition

From the market perspective, the Malaysian market is still dominated by internal combustion engine vehicles, while the market share of hybrid and pure electric vehicles is gradually increasing. The continuous efforts of electric vehicle brands such as BYD and Tesla are accelerating consumer acceptance of new energy vehicles.

Brand Sales Performance

● Stable performance of local brands

◎ Perodua: Sales of 31,808 units, accounting for 44.3%, continue to firmly hold the top position in the market.

◎ Proton: Sales of 11,637 units, accounting for 16.2%, are competitive in the low-to-mid-range market with cost-effective models.

● Japanese brands maintain their advantage

◎ Toyota: Sales of 10,307 units, accounting for 14.4%, with significant contributions from classic models such as the Hilux and Vios.

◎ Honda: Sales of 7,038 units, accounting for 9.8%, with hot-selling models such as the HR-V, City, and Civic.

● Steady rise of Chinese brands

◎ Jaecoo: Entered the top five with sales of 1,456 units, becoming a representative of Chinese brands.

◎ Chery: Sales of 819 units, with the Tiggo series performing well.

◎ BYD: Sales of 783 units, with models such as the Atto 3 attracting attention, successfully entering the top ten.

◎ Haval: Sales of 356 units this month, ranking 15th, showing strong growth potential.

Analysis of Model Competition Landscape

● In terms of model competition landscape:

◎ Local brands such as Perodua and Proton dominate the best-selling models list with their high cost-effectiveness and practicality.

◎ The Perodua Bezza, Axia, and Myvi rank in the top three with market shares of 13.2%, 10.6%, and 9.1%, respectively.

◎ The Proton Saga follows closely with a 7.6% share, which not only consolidates Perodua's leadership in the economy segment but also strengthens Proton's presence in the low-end family car market.

◎ Meanwhile, Japanese brands such as Toyota maintain strong competitiveness, with the Hilux and Vios firmly in the top ten best-selling models, demonstrating the lasting appeal of Japanese cars in terms of quality and brand effect.

◎ In contrast, Chinese brands' market performance is slightly weaker, with only the Jaecoo J7 entering the best-selling list at 13th place, but this also marks the gradual increase in the market influence of Chinese brands.

● From the overall competition landscape, the Malaysian automotive market exhibits clear stratification:

◎ Local brands firmly control over 60% of the economy segment market share.

◎ Japanese brands maintain a solid position in the mid-to-high-end market with their consistent quality and brand image.

◎ Chinese brands mainly focus on the low-to-mid-range market, attracting consumers with competitive pricing and advantages in new energy technology.

For example, Chinese brands such as BYD are rapidly expanding their market presence by leveraging their technological expertise in the new energy sector, while also enhancing product appeal with differentiated designs that cater to the aesthetics of the younger generation.

However, Chinese brands also face some challenges, including lower brand awareness and relatively insufficient after-sales service networks. These are areas that need to be improved in the future to better win the trust and support of Malaysian consumers.

Summary

New opportunities in a stable landscape,the Malaysian automotive market in November shows significant brand stratification trends. Local brands continue to dominate, Japanese brands follow closely, and Chinese brands are gradually expanding their influence with new energy technology and pricing advantages.

However, to achieve sustained breakthroughs in this relatively stable market, Chinese brands need to further enhance their brand image and service quality while customizing products to meet the needs of local consumers.