Berjaya Auto Alliance

Berjaya Auto Alliance is a Malaysian automotive company associated with the importation, distribution, retailing, and customer support of Peugeot vehicles in Malaysia. The business was established in 1997 as Nasim Sdn Bhd, commonly abbreviated as NSB. Its original role was to serve as the sole importer and distributor of Peugeot vehicles in the Malaysian market, building a national sales and after-sales network for the French marque. Nasim's Peugeot operation expanded significantly during the late 2000s and early 2010s. Within a year of beginning its Peugeot distribution activities, Peugeot had become the third-highest-selling European vehicle manufacturer in Malaysia. By 2009, Nasim's sales reportedly accounted for 86 percent of Peugeot sales across the ASEAN region, and the company had sold approximately 25,000 Peugeot vehicles to Malaysian consumers. These results made the Malaysian distributor an important regional channel for Peugeot's right-hand-drive business. The company operated through a network of Malaysian branches and dealers, supported by Peugeot after-sales services and a 24-hour Peugeot Assistance program. Its retail infrastructure included a Peugeot 3S facility in Glenmarie, Shah Alam, launched in 2008, and a Peugeot Lounge at Subang Skypark Terminal, described in the reference material as the first facility of its kind for the brand. The network was reported to have reached 34 outlets in Malaysia during the Nasim period. Nasim also participated in the development and distribution of locally produced Peugeot vehicles. In 2010, PSA Peugeot Citroën selected Malaysia as a production hub for right-hand-drive markets in ASEAN. Naza Automotive Manufacturing subsequently launched the Malaysian-made Peugeot 207 sedan in November 2010. The model was exported from Malaysia to Thailand, Indonesia, Brunei, Sri Lanka, and selected right-hand-drive markets in Africa. Nasim marketed the vehicle through its branch and dealer network. The company later broadened the Peugeot range available to Malaysian customers, including the Peugeot 308 CC, Peugeot RCZ, Peugeot 508, Peugeot 408, and Peugeot Traveller. Peugeot's visibility in Malaysia was also reinforced through event partnerships. In 2017, Peugeot supplied official vehicles for the Kuala Lumpur Southeast Asian Games and the ASEAN Para Games. The event fleet included Peugeot 408 and 508 models as well as the Peugeot Traveller people carrier. On 9 June 2022, Nasim was sold to the automotive division of Berjaya Corporation, Bermaz Auto. Following the transaction, the business became associated with the Berjaya Auto Alliance name and continued as the official Peugeot distributor in Malaysia. The company is therefore best understood as a Malaysian automotive distribution and retail operation rather than as a vehicle manufacturer or an independent global consumer brand. Its commercial identity has been closely tied to Peugeot, while its corporate ownership and operating structure have changed over time.

Berjaya Auto Alliance traces its business origins to Nasim Sdn Bhd, established in Malaysia in 1997. Nasim became Peugeot's sole importer and distributor in Malaysia and developed the commercial infrastructure required to sell and support Peugeot vehicles in the country. The business combined vehicle importing and distribution with dealer management, retail operations, parts, servicing, and customer assistance. The Peugeot operation gained traction in the Malaysian market. After its first year as importer and distributor, Peugeot ranked as the third-highest-selling European vehicle manufacturer in Malaysia. In 2009, Nasim's sales were reported to represent 86 percent of Peugeot's ASEAN sales, while cumulative Malaysian sales were approximately 25,000 vehicles. The company expanded its physical network to 34 outlets and provided a 24-hour Peugeot Assistance service. Its facilities included a RM2 million Peugeot 3S centre in Glenmarie, Shah Alam, opened in February 2008, and a Peugeot Lounge at Subang Skypark Terminal, described as Peugeot's first lounge of that type. The business also participated in a wider Malaysian manufacturing and regional export program. In 2010, PSA Peugeot Citroën selected Malaysia as a production hub for right-hand-drive vehicles intended for ASEAN markets. Naza Automotive Manufacturing launched the locally made Peugeot 207 sedan in November of that year. The vehicle was exported to Thailand, Indonesia, Brunei, Sri Lanka, and selected right-hand-drive markets in Africa. Nasim marketed the model through its Malaysian branches and dealers. During 2011, the distributor expanded the Malaysian Peugeot range with models such as the 308 CC, RCZ, and 508. Other models associated with the operation included the 408 and Traveller. This broadened Peugeot's presence across several segments, from compact and executive cars to sports-oriented vehicles and people carriers. Brand visibility extended beyond ordinary retail activity. In 2017, Peugeot served as official automobile sponsor for the Kuala Lumpur Southeast Asian Games and official car provider for the ASEAN Para Games. The associated fleet included the Peugeot 408, Peugeot 508, and Peugeot Traveller. A major ownership transition occurred on 9 June 2022, when Nasim was sold to Berjaya Corporation's automotive division, Bermaz Auto. The company subsequently operated under the Berjaya Auto Alliance identity and remained the official Peugeot distributor in Malaysia. Its history reflects the evolution of a local automotive distributor from a Peugeot importing business into a broader national sales, service, and brand-support operation under a new corporate owner.

• 2022

  Nasim transferred to Bermaz Auto

  [1]Berjaya Auto Allianceen.wikipedia.org

  Nasim was sold to Berjaya Corporation's automotive division, Bermaz Auto, and became associated with the Berjaya Auto Alliance identity.

• 2017

  Peugeot supplied vehicles for Kuala Lumpur sporting events

  [1]Berjaya Auto Allianceen.wikipedia.org

  Peugeot became an official vehicle partner for the 2017 Southeast Asian Games and ASEAN Para Games in Kuala Lumpur.

• 2011

  Peugeot range expanded in Malaysia

  [1]Berjaya Auto Allianceen.wikipedia.org

  Nasim expanded the Malaysian Peugeot lineup with the 308 CC, RCZ, and 508.

• 2010

  Malaysia selected as a right-hand-drive production hub

  [1]Berjaya Auto Allianceen.wikipedia.org

  PSA Peugeot Citroën selected Malaysia as a production base for right-hand-drive ASEAN markets, followed by the launch of the Malaysian-made Peugeot 207 sedan.

• 2009

  Peugeot reached a strong ASEAN sales position through Nasim

  [1]Berjaya Auto Allianceen.wikipedia.org

  Nasim's sales were reported to account for 86 percent of Peugeot sales in the ASEAN region, with approximately 25,000 Peugeot vehicles sold to Malaysian consumers by that period.

• 2008

  Glenmarie Peugeot 3S centre opened

  [1]Berjaya Auto Allianceen.wikipedia.org

  Nasim launched a RM2 million Peugeot 3S centre in Glenmarie, Shah Alam, strengthening its integrated sales, service, and spare-parts infrastructure.

• 1997

  Nasim Sdn Bhd established

  [1]Berjaya Auto Allianceen.wikipedia.org

  The Malaysian automotive company that later became associated with Berjaya Auto Alliance was founded as Nasim Sdn Bhd.

Official Malaysian importer, distributor, retailer, and after-sales partner for Peugeot vehicles, with an emphasis on national dealer coverage, European passenger cars, and localized right-hand-drive distribution.

• Sedan · 2010

  Peugeot 207 sedan

  The Peugeot 207 sedan was launched in Malaysia in November 2010 as a locally made vehicle produced by Naza Automotive Manufacturing. It formed part of the Malaysia-based right-hand-drive production and export program and was exported to Thailand, Indonesia, Brunei, Sri Lanka, and selected right-hand-drive markets in Africa.

• Convertible · 2011

  Peugeot 308 CC

  The Peugeot 308 CC was among the models added to the Malaysian Peugeot range during Nasim's 2011 lineup expansion. It represented the brand's coupé-convertible offering within the distributor's portfolio.

• Sports coupé · 2011

  Peugeot RCZ

  The Peugeot RCZ was introduced to the Malaysian range as part of the 2011 expansion. Its inclusion gave the local Peugeot portfolio a distinctly sports-oriented model alongside mainstream passenger cars.

• Executive sedan · 2011

  Peugeot 508

  The Peugeot 508 was added to the Malaysian lineup in 2011 and served as a larger, more premium passenger-car offering. It was also part of the Peugeot fleet used for the 2017 Kuala Lumpur sporting events.

• Sedan

  Peugeot 408

  The Peugeot 408 was one of the principal Peugeot models associated with the Malaysian distribution operation. It was included in the official Peugeot vehicle fleet for the 2017 Southeast Asian Games and ASEAN Para Games.

• Multi-purpose vehicle

  Peugeot Traveller

  The Peugeot Traveller broadened the distributor's range beyond conventional passenger cars into people-carrier and fleet applications. It was included in Peugeot's official vehicle fleet for the 2017 Kuala Lumpur sporting events.

• After-sales service

  Peugeot Assistance

  Peugeot Assistance was a 24-hour customer support and roadside-assistance service provided through the Malaysian Peugeot operation. It complemented the dealer and service network by extending support beyond vehicle sales.

• 2017Kuala Lumpur 2017 Southeast Asian Games vehicle partnership

  Malaysia

  Peugeot served as an official automobile sponsor for the 2017 Southeast Asian Games held in Kuala Lumpur. Vehicles including the Peugeot 408, Peugeot 508, and Peugeot Traveller were used as part of the event fleet.

  Outcome. The partnership increased Peugeot's visibility in a major regional sporting event and connected the brand with official transport and fleet operations.

  Source
• 20172017 ASEAN Para Games vehicle partnership

  Malaysia · ASEAN

  Peugeot was also designated the official car provider for the 2017 ASEAN Para Games, held in conjunction with Kuala Lumpur's hosting of the regional sporting events.

  Outcome. The arrangement extended Peugeot's official-event presence to the ASEAN Para Games and reinforced its profile as a provider of organized event transportation.

  Source

• 2022

  Transfer of Nasim to Bermaz AutoM&A

  Background

  Nasim had operated Peugeot's Malaysian importing and distribution business since 1997, while Berjaya Corporation's automotive division, Bermaz Auto, expanded its role in the Peugeot business.

  Action taken

  On 9 June 2022, Nasim was sold to Bermaz Auto and became associated with the Berjaya Auto Alliance name.

  Aftermath

  The transaction changed the business's corporate ownership and identity while maintaining its role as Peugeot's official distributor in Malaysia.

  Source

• 2010

  Support Malaysia as a right-hand-drive production hubStrategy

  Background

  PSA Peugeot Citroën selected Malaysia as a production hub for right-hand-drive markets in ASEAN, creating an opportunity to combine local manufacturing with regional distribution.

  Action taken

  Naza Automotive Manufacturing launched the Malaysian-made Peugeot 207 sedan, while Nasim marketed the vehicle through its Malaysian branch and dealer network.

  Aftermath

  The 207 was exported to several overseas right-hand-drive markets, including Thailand, Indonesia, Brunei, Sri Lanka, and selected markets in Africa.

  Source

1. 1Berjaya Auto Allianceen.wikipedia.org