Managing Directors, Erik Winter and Kurt Leitner
PHS Automotive Malaysia (PHSAM) is now the official distributor of Audi cars in Malaysia. Finally after being in somewhat of a limbo, Audi has a proper distributor again. Previously, Audi Malaysia was the official distributors but since 2018 or so, they have pulled out with the principal handling things via their Singapore office. Now, PHSAM is handling things. I believe that they will do a better job that what has been done previously and actually bring Audi back into the premium car game here in Malaysia.
PHSAM is a subsidiary of Porsche Holding Salzburg. These are the chaps that are currently the official distributors of the Volkswagen brand here in Malaysia. If you have been paying attention, they have basically handled that brand extremely well compared to what was happening previously. It did seem that previously, the people from Volkswagen themselves did not understand what it took to make the brand succeed. I do think now Volkswagen has become a brand that is much better than what it was previously and now with Audi under their wings, I do think the brand has a chance to do decently well in the luxury car segment here. The folks at Porsche Holdings Salzburg know how to handle tougher market situations and this could be the best hope for Audi yet.
According to the press release (which is featured below), business operations have commenced today,1 st July 2022. The new Audi distributors will firstlyf focus on new physical and digital offerings to enrich customer experience and meet growing mobility needs and demands of the future. They will be offering Aftersales support which includes 3 years free maintenance, 5 years unlimited mileage warranty and 5 years roadside assistance for new Audi cars bought after 1st July 2022.
The current Audi sales outlets operated by the current dealerships run as usual, which are the Audi Centres located in Juru and Glenmarie, and an authorised Service Centre in Ipoh. The Audi Centre in Setia Alam will resume operations on the 1 st of August 2022.
I actually expect Audi to now grow again here under the helm of PHSAM. Some hope for those of you that like Audi.
PRESS RELEASE
Kuala Lumpur, 1 July 2022 – PHS Automotive Malaysia (PHSAM) today announced its entry
into Malaysia as the official distributor of the Audi brand. Wholly owned by European
automotive specialist Porsche Holding Salzburg (PHS), PHSAM will be representing the
wholesale, marketing and aftersales for the Audi brand in the country.
Leading the PHSAM team are its two Managing Directors, Erik Winter and Kurt Leitner, who
also hold the Managing Director positions at sister company Volkswagen Passenger Cars
Malaysia (VPCM). Together, Erik and Kurt played key roles in steering the success of the
Volkswagen brand in Malaysia, including the expansion of its CKD product line-up.
“The premium automotive landscape is extremely competitive, and we have plenty to do and multiple
challenges to overcome, but we are fully committed to the growth of the Audi brand. Audi is one of the
world’s leading premium brands and has a loyal local following that spans generations, so there is
untapped potential in the Malaysian market. Our focus will be on strengthening the SUV, S line and
quattro range, with electrification playing a major role in the Company’s future planned roadmap.
With the strength of our team’s experience and backed by PHS’ global expertise, we are confident of
sustainable growth for the Audi brand,’’ said Erik.
The present product line-up includes a selection of sedans, sportbacks and SUVs such as the A5, A7,
Q3, Q5 and Q8, and performance RS models.
Management processes are already in place, with other priorities being expanding aftersales services
and strengthening the existing dealer network to achieve profitable growth. “Customer satisfaction is
top of the list for us, and we recognise the importance of a strong working relationship with our dealer
partners to grow and reach our targets and enhance the ownership experience for our customers,”
added Kurt.
Audi cars purchased from 1 st of July will also be offered with 3 years free maintenance, 5
years unlimited mileage warranty and 5 years roadside assistance.
The Audi brand currently serves its customers and owners via Audi Centres located in Juru and
Glenmarie, and an authorised Service Centre in Ipoh. The Audi Centre in Setia Alam will resume
operations on the 1 st of August 2022.
Porsche Holding Salzburg is part of Volkswagen Group and one of the largest and most successful
automotive distributors in Europe. The Salzburg-based company (Austria) was founded in 1947 and
operates today in 29 markets in Europe, China, Japan, South America and South-East Asia.
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