Can Peugeot’s new logo and distributor revive the brand in Malaysia?
Eric · Mar 1, 2021 02:52 PM
Last week, Peugeot unveiled its latest logo and brand identity. The new logo is Peugeot’s 11th logo since the company’s inception in 1850.
Peugeot says that they will begin rolling out their new brand identity across their communication materials and dealerships by the end of this month. They aim to complete the rebranding exercise by 2023.
The first model to wear the new Peugeot logo will be the all-new, third-generation Peugeot 308. The model is to be introduced in Europe later this month.
What about Malaysia?
It’s no secret that the Peugeot marque was struggling under Naza’s subsidiary Nasim Sdn Bhd.
But that could soon change for the better as back in December 2020, Berjaya confirmed that they will take over the Peugeot distributorship for Malaysia, represented by a new company called Berjaya Auto Alliance Sdn Bhd (BAASB) - 51 percent owned by Berjaya Corp Bhd and 20 percent by Bermaz Auto Bhd.
Recall that Bermaz has made great strides in improving Mazda’s market share and fortunes in Malaysia, driven by demand for models such as the Mazda CX-5.
The first model to be launched under the new distributor will be the all-new Peugeot 2008, followed by the equally-new Peugeot 508. Both cars have been spied on Malaysian streets, hinting that BAASB is working hard to bring these models in.
Local assembly (CKD) of these two models should ensure that BAASB can price them competitively. The Naza Automotive Manufacturing plant in Gurun is now under PSA Group's control. The plant currently makes the Peugeot 3008 and Peugeot 5008, both of which are exported to Thailand.
If BAASB plays their cards well, the future of Peugeot models in Malaysia would definitely be better than before.