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Perodua, Malaysia's number two car maker, derives its name from Perusahaan Otomobil Kedua Sendirian Berhad. The company took only two years from its formation to launch their first car, the Kancil, in 1994.
Perodua have not engaged their home market leader, Proton, head on. Instead they are concentrating on mini cars and 'super-minis' designed by outside manufactures. Perodua's business model has been shaped by their origins, when they badge engineered Daihatsu designs. Indeed, Daihatsu were a 25% founding investor, and now own 35%.
Surprisingly for a relatively new company, Perodua sought a change to their corporate logo after only five years. A competition was launched. When the new Kembara, Malaysia's first 4X4, was introduced to the press and public, the badge was revealed as a softer, round, 'dynamic' shape. According to Perodua cars, the established colours of red and green imply their responsibility to community and environment, employee development and surmounting competition. Curiously, recent models have a black and chrome badge.
In its South-East Asian home, Perodua appears to be developing into the region's largest compact car manufacturer through a series of business ventures more effective than those of their national big brother. Here in Great Britain, however, Perodua and Proton are working more harmoniously, with some Proton dealers offering Perodua cars in an attempt to attract consumers looking for yet smaller and less expensive alternatives to Protons' own range.
In the context of Perodua sales in the UK market, increasing sales of the Myvi has been their greatest success. Even though 624 vehicles were sold here in 2008, someone looking for used Perodua cars can also find Kenari and the Kelisa models available. The appeal of the compact car has increased the popularity of the Perodua brand.
