In conjunction with its 15th anniversary, Perodua has carried out a re-branding exercise which sees, among other things, a revision of the corporate logo. The re-branding exercise is said to be aimed at strengthening the position of Perodua as the leading compact car manufacturer in Malaysia.

Anticipating greater challenges in a more liberalized market, Perodua wants to make its brand more visible to the public and intends to have the brand more strongly associated with high quality, value for money and a pleasant driving experience.

Evolution of the Perodua logo. Left one was original logo used between 1993 and 1998 when the second one (middle) was introduced. Latest version has more 3D look and new logotype

Perodua Kancil advertisement in mid-1990s

This initiative is driven by the brand vision ‘Fresh Thinking to Move Malaysia’ which requires the company to employ the best people as well as employ the best processes and technology to build ‘a world of value into Perodua products’.

“We are focusing on building a strong corporate brand that is closely aligned with the needs of Malaysian customers. We owe our success to the support from our customers and we remain committed to their continuing satisfaction and progress,” said Tan Sri Asmat Kamaludin, Chairman of Perodua, during the launch event tonight.

As for the enhancement of the logo, a close and long look will reveal that it now has a more 3-dimensional appearance with a ‘shiny finish’ and the company’s name in a new exclusive logotype.

Commenting on the market conditions after fuel prices increased, Datuk Syed Abdull Hafiz bin Syed Abu Bakar, MD of Perodua., revealed that more people were visiting Perodua showrooms during the past week. He said that reports from showrooms indicated that at least 50% were experiencing greater traffic than usual.

“We find that more people have been asking about the Kancil and Viva, especially the fuel consumption of the Viva which can be as good as 18.7 kms/litre with the 660 cc version,” he said during a press conference. “It’s clear that consumers  perceive compact cars as more fuel-efficient and economical and this is indeed the strength of our products.”

More people are asking about the Viva since fuel prices went up

However, he believes that many customers are likely to hold back committing on a purchase until they re-evaluate their budget in the light of the new economic conditions. “I think that the full impact of what has happened recently may only become obvious in 6 months time,” he said.

Nevertheless, Datuk Syed Abdull Hafiz is optimistic that in spite of more expensive fuel prices, the Total Industry Volume for 2008 will not be less than what the Malaysian Automotive Association forecast of 510,000 units in January and in fact, it could even be higher! In his view, the TIV could be 520,000 units (obviously a large number being made up of Peroduas).

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