A) Executive summary:
This report is discussing about introducing a brand-new product from the
car manufacturer Perodua. The name is assigned for this new product line is
Perodua Myvi HYBRID (or simply knowns as Myvi HYBRID). As is shows in the
name, this car will be moved thanks for a HYBRID engine, which is a combination
of at least one electric motor with a gasoline engine. The term “hybrid vehicles”
has emerged for two decades, and hybrid cars are quite familiar to the customers.
However, the current market for this type of car is not broaden and still has a lot
of potential. In fact, in Malaysia, there are not so many buying options for
customers if they seek for a hybrid car, especially for the young ones. All the
current options are offered by foreign manufacture at very high prices (from
RM90,000. Obviously, these cars are not affordable to the young professionals
with average income. Thus, Perodua believes Myvi HYBRID could be the perfect
solution for the demand of hybrid cars from young-professionals segment. Style,
Strong, and Standard are all about the Myvi HYBRID. A car is made for young
customers, who are seeking for a nicely stylish car with strong performance, at a
very standard price. Additionally, Myvi Hybird can be the best choice for young
people pursuing a green lifestyle. In fact, in terms of price compared to other
branches in the same segment, Myvi HYBRID is truly an affordable stylish car with
high performance.
Next year in January, the Myvi HYBRID 1.5 will be officially announced by
Perodua with a price from RM61,900 to RM68,000 (depending on the equipment)
on-the-road without insurance. In 2019, Perodua revises sales target of 235,000
units. In 2020, with the new Myvi HYBRID; 250,000 units are expected to be sold
in total, in which Myvi HYBRID sale volume accounts for 8 to 10%. In other words,
20,000 to 25,000 units will be sold is the goal for Myvi HYBRID in entire 2020, to
reach 38% of local market share, and to be within top three manufactures for the
hybrid vehicles by year end. Perodua mainly focuses on populated area and big
cities to promote and sale the Myvi HYBRID. 80% of total Myvi HYBRID units will
be sold from showrooms within these areas. Specifically, in Kuala Lumpur area,
each showroom is assigned to sell 10 to 15 Myvi HYBRID units per month, at least
130 units per year. It is considered as achievable objective since per month, each
showroom in Kuala Lumpur area deliver averagely 30-40 Myvi cars. Myvi HYBRID
is proudly the first ever Malaysian HYBRID car, and it is believed a proper initiation
for Perodua to approach the market of hybrid vehicle – the current trend of
automobile industry.
B) Market Overview:
This report is discussing about introducing a brand-new product from the
car manufacturer Perodua. The name is assigned for this new product line is
Perodua Myvi HYBRID (or simply knowns as Myvi HYBRID). As is shows in the
name, this car will be moved thanks for a HYBRID engine, which is a combination
of at least one electric motor with a gasoline engine. The term “hybrid vehicles”
has emerged for two decades, and hybrid cars are quite familiar to the customers.
However, the current market for this type of car is not broaden and still has a lot
of potential. In fact, in Malaysia, there are not so many buying options for
customers if they seek for a hybrid car, especially for the young ones. All the
current options are offered by foreign manufacture at very high prices (from
RM90,000. Obviously, these cars are not affordable to the young professionals
with average income. Thus, Perodua believes Myvi HYBRID could be the perfect
solution for the demand of hybrid cars from young-professionals segment. Style,
Strong, and Standard are all about the Myvi HYBRID. A car is made for young
customers, who are seeking for a nicely stylish car with strong performance, at a
very standard price. Additionally, Myvi Hybird can be the best choice for young
people pursuing a green lifestyle. In fact, in terms of price compared to other
branches in the same segment, Myvi HYBRID is truly an affordable stylish car with
high performance.
Next year in January, the Myvi HYBRID 1.5 will be officially announced by
Perodua with a price from RM61,900 to RM68,000 (depending on the equipment)
on-the-road without insurance. In 2019, Perodua revises sales target of 235,000
units. In 2020, with the new Myvi HYBRID; 250,000 units are expected to be sold
in total, in which Myvi HYBRID sale volume accounts for 8 to 10%. In other words,
20,000 to 25,000 units will be sold is the goal for Myvi HYBRID in entire 2020, to
reach 38% of local market share, and to be within top three manufactures for the
hybrid vehicles by year end. Perodua mainly focuses on populated area and big
cities to promote and sale the Myvi HYBRID. 80% of total Myvi HYBRID units will
be sold from showrooms within these areas. Specifically, in Kuala Lumpur area,
each showroom is assigned to sell 10 to 15 Myvi HYBRID units per month, at least
130 units per year. It is considered as achievable objective since per month, each
showroom in Kuala Lumpur area deliver averagely 30-40 Myvi cars. Myvi HYBRID
is proudly the first ever Malaysian HYBRID car, and it is believed a proper initiation
for Perodua to approach the market of hybrid vehicle – the current trend of
automobile industry.
B) Market Overview:
