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In the automotive business, consolidation of dealerships is quite common, particularly when there is brand acquisitions under the same umbrella company like in the case of Jaguar and Land Rover. Management and maintenance process becomes simplified and there is a direct cost benefit of not having to maintain high head counts for the same amount of work that can be done by one staff. It was just matter of time before the consolidation exercise reaches Malaysia and in most cases, there will be one dealer appointed and another is shown the door. But that didn’t quite happen here in Malaysia for the two brands.
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SISMA Auto Sdn Bhd, which has been the sole importer, distributor and exclusive accredited after sales service provider for Jaguar cars in Malaysia since 1994. Prior to this, Jaguar has been sold in small numbers, making them somewhat of a rarity which is a shame since the brand deserves so much more attention. In the past 2 decades since founded by the late Dato’ Syed Ibrahim Syed Mohamed and his brother, Syed Hussain Syed Mohamed, the current Chairman, SISMA Auto has propelled Jaguar to heights never before achieved. Today, the SISMA Group is proudly a second-generation family owned group of companies and continues to invest significantly to provide services befitting Jaguar and its VIP customers. 2 decades later, it is relishing its new role as a dual-brand Jaguar Land Rover super dealer as it celebrates its 20th anniversary this year.
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Instead of picking one and disappointing another, SISMA Auto acquired 40% share in Sime Darby Motors’ Land Rover (Malaysia) Sdn Bhd on April 1 this year. The new joint-venture company, renamed as Jaguar Land Rover (Malaysia) Sdn Bhd, was appointed as the exclusive importer for Jaguar and Land Rover in Malaysia and then subsequently appointed SISMA Auto and Sime Darby Auto ConneXion as dual brand Jaguar Land Rover super dealers across Malaysia. Sounds very much like left-hand-in-right-hand-out doesn’t it but it’s not.
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The joint venture takes advantage of more than 50 years of cumulative experience of the partners and is expected to propel the Jaguar and Land Rover brands to new heights in Malaysia following a landmark year in 2013 which saw total combined sales of more than 1,100 units.
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As an example of how successful this business model can be, SISMA Auto is celebrating its new role and 20 successful years in the automotive industry by holding its first-ever dual-brand roadshow featuring the latest Jaguar and Land Rover vehicles at Bangsar Shopping Complex from now until June 22, 2014. The models on display include the Jaguar XF, XJ and F-Type plus the newly-launched Range Rover Sport, the Range Rover Evoque and Land Rover Discovery 4. The company is offering exclusive Anniversary promotions on all models including financing from 1.68%, accessories packages worth RM10,000 and limited edition EPOS SISMA watches.
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“We are now entering into an exciting time as we see tremendous growth potential for both the Jaguar and Land Rover brands in Malaysia. The principal’s aggressive product development strategy has resulted in the introduction of a host of highly acclaimed new models, with more in the pipeline. In Malaysia, we have just seen the launch of the all-new Range Rover Sport while the eagerly anticipated Jaguar F-Type coupe and F-Type R will be here in the second half of the year. Jaguar has given us a glimpse of what is in store in the near future in the form of the exciting XE compact executive sedan and CX17 SUV, which will launch the brand into two completely new segments and broaden its reach and appeal. Land Rover has also teased the world with its stunning Discovery Vision concept,” said SISMA Auto managing director Syed Khalil Syed Ibrahim.
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Syed Khalil added that SISMA Auto was ready to help deliver strong sales growth for both brands in Malaysia. The company has already commenced sales and service of Land Rover vehicles at its Glenmarie 4S centre. It has a full range of the latest models available for viewing and test drive. The service team is also fully trained, accredited and supported by Jaguar Land Rover and equipped with the latest diagnostic equipment and tools.
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SISMA Auto is investing in upgrading and expanding its network to cater to the growing number of customers of both brands. Its brand new dual-brand showroom at Menara Worldwide in Bukit Bintang, at the heart of Kuala Lumpur’s premier lifestyle district, is scheduled to open soon. There are also plans for SISMA Auto to open a new Jaguar Land Rover 4S centre in Penang. It’s probably just a matter of time before Johor will get one too.
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