06-05-2025
- Automotive
- New Straits Times
National brands strengthen grip in Q1
SALES of national marques stood their ground in the first three months of the year, reaping market share from the non-national brands.
Perodua and Proton's combined portion of the total industry volume (TIV) accounted for 67 per cent in the January-March period.
This was backed by strong sustained demand in the affordable segment, attractive new launches and a downtrading trend by mid-market buyers in preparation for RON95 fuel subsidies rationalisation expected by mid-June 2025).
Of the non-nationals marques, Mazda suffered the most as its share of the TIV fell to one per cent versus two per cent in the firstthree months of 2024.
This was due to slower new launches and affected by intense competition from Chinese marques.
For March alone, Chery took the third place with 11 per cent of the non-nationals TIV share, which was typically held by Mazda.
A total of 68,174 units of passenger vehicles were sold in March, up 13 per cent month-on-month (MoM) and five per cent year-on-year (YoY).
Overall, new vehicle sales in Malaysia soared 14 per cent MoM and two per cent YoY on major festive promotional sales before the expected scheduled plant maintenance shutdown during the Hari Raya Aidilfitri holidays.
Other brands' performance
Honda sales up 31 per cent MoM, 11 per cent YoY) driven by the City, Civic and all-new HR-V.
Kenanga Research analyst Wan Mustaqim Wan Ab Aziz said based on sales projection, Honda currently has 10,000 backlogged orders (two to four months).
"Competition-wise, Honda's top variants i.e. the HR-V and CR-V are seen to be losing market share to the newcomer, Chery. However, its promotion proven to be attractive with its sales flying high," Wan Mustaqim added.
Mazda saw its sales going up 30 per cent MoM but down 49 per cent YoY. The better MoM figure was driven by the Mazda CX-30, the CX-5 and CX-8.
Mazda CX-5 and CX-8 are considered as the older generation and will be replaced with the newer generation CX-60 and CX-90 in CY25.
Based on sales projection, Mazda currently has 1,000 units of backlogged orders spanning one to three months.
Competition-wise, Mazda is seen to be losing market share to newcomer, Chery as the latter's year-to-date sales of 6,826 units have surpassed Mazda's 2,121 units.
Toyota's sales jumped 24 per cent MoM, but shrank 15 per cent YoY.
Its March sales were driven by its popular top models namely the all-new Vios, Yaris, best-selling Corolla Cross hybrid and Hilux.
Based on sales projection, Toyota currently has 16,000 backlogged orders covering three to six months.
Meanwhile, Wan Mustaqim said Nissan is still losing out in the all-new vehicles race, despite posting a 24 per cent sales growth MoM in March.
Nissan is mainly dependent on its massive rebates to stay in competition as its sales dropped four pwer cent YoY.
The brand depends on the face-lifted Nissan Serena S-Hybrid, Navara, and Almera Turbo with about 1,000 backlogged orders that may last one to two months.
National brands maintain momentum
Proton's sales jumped 22 per cent MoM and eight per cent YoY, mainly driven by the all-new X70, X50 and X90 (3,643 SUV units sold, making up 27 per cent of sales), and supported by the all-new S70, as well as the face-lifted Persona, Iriz, Exora and Saga.
Proton currently has about 20,000 backlogged orders covering up to 12 months for the X50 and by five months for other models).
The national carmaker launched its most anticipated first EV, Proton 7 on Dec 16 2024 with confirmed orders of over 5,000 units.
The model attracted sales of 1,728 units for the first quarter of 2025 for a market share of 28 per cent to become the best-selling battery EV in 2025.
Perodua posted a three per cent MoM sales growth in March and five per cent YoY.
Its sales continued to be propelled by the all-new Alza and all-new Axia, with equally strong sales of the Bezza, MyVi, and Ativa models.
Based on sales projection, Perodua currently has some 80,000 backlogged orders of up to six months for the Axia, Alza and Bezza, and up to two months for the Ativa/Myvi models.
Perodua plans to launch its maiden EV called D66b, and an all-new Myvi this year.
Wan Mustaqim said with the January-March 2025 TIV making up 23 per cent of Kenanga Research's full-year projection of 805,000 units (down two per cent YoY), the firm considers the number as meeting its expectation.
The firm's 2025 TIV projection is a tad above the forecast of 780,000 by the Malaysian Automotive Association.
