Stellantis Malaysia unveils strategy for 2024: Revitalizing the auto scene with Jeep, Peugeot, Citroen, and Leapmotor

KUALA LUMPUR: Stellantis Malaysia, which officially began its journey in the Malaysian market earlier this year, has recently shed light on its ambitious strategy for the year 2024.

This leading automotive powerhouse is poised to invigorate the Malaysian auto landscape by reintroducing a blend of well-known brands—Jeep and Citroen—alongside the introduction of an exciting new entrant, Leapmotor, a brand yet to make its mark in the local market, all while continuing the success of its already established brand, Peugeot.

Jeep is slated to carve its niche within the recreational lifestyle segment, elevating itself above the upper mainstream market where Peugeot has firmly established itself.

Meanwhile, Citroen is aiming for broad appeal with its positioning as a mass-market brand, offering a diverse range of vehicles to cater to the everyday needs of Malaysian drivers.

In a move that reflects the growing global shift towards sustainable mobility, Stellantis is also looking to make a significant impact with the introduction of Leapmotor. This brand is poised to offer Malaysians an accessible entry point into the electric vehicle (EV) market, emphasizing affordability without compromising on innovation and quality.

Daniel Gonzalez, Stellantis's Chief Operating Officer for the ASEAN region and general distributors, expressed the company's dedication to diversifying Malaysia's automotive landscape. He announced plans to roll out the Leapmotor brand within the year, signaling Stellantis's commitment to not just enhancing its brand portfolio in Malaysia but also to advancing the adoption of eco-friendly vehicles in the region.

Leapmotor is a relatively new entrant in the electric vehicle (EV) market, originating from China. Founded in 2015, Leapmotor is committed to the research, development, and manufacturing of intelligent electric cars. The company focuses on integrating advanced IT technology with the automobile industry to produce energy-efficient, environmentally friendly, and technologically innovative vehicles.

Leapmotor's lineup includes several models designed to cater to a variety of needs and preferences within the electric vehicle segment. Some of their notable models include the T03, a compact urban EV; the S01, a sporty coupe; the C11, an electric SUV designed for families; and the C-more, a concept vehicle showcasing Leapmotor's vision for future mobility. These vehicles are known for their intelligent driving features, modern design, and competitive pricing, making them an attractive option for consumers looking to transition to electric vehicles.

As for the quality and performance of Leapmotor's products, they have been generally well-received in the markets where they are available, particularly in China. The brand has gained recognition for its efforts to make electric mobility accessible to a broader audience without compromising on technology or performance. Customer reviews often highlight the vehicles' driving experience, innovative technology features, and overall value for money.

At the tail end of 2023, Stellantis N.V. and Leapmotor forged a strategic alliance, with Stellantis announcing a significant investment of approximately €1.5 billion to acquire a 20% stake in Leapmotor. This partnership initiates the creation of Leapmotor International, a joint venture aimed at propelling Leapmotor’s innovative and cost-efficient electric vehicles into the global market, leveraging Stellantis’ expansive commercial network and industry know-how. 

As a whole, Steallantis' current strategy for Malaysia underlines Stellantis's vision to cater to a wide spectrum of automotive needs and preferences, from luxury and lifestyle to sustainability and affordability.

There were initial speculations about Alfa Romeo joining Stellantis' foray into the Malaysian market. However, it's now clear that Jeep, Peugeot, Citroen, and Leapmotor are set to lead the charge. The Peugeot 408 is earmarked as Stellantis' inaugural launch, poised for a May debut following its extensive showcase on the streets and through media coverage over the past year.

Paultan.org reported that the Peugeot 408 is expected to be priced within the RM140k-150k range, offering a compelling option for enthusiasts of the fastback crossover segment. This vehicle is slated for a local assembly as a Completely Knocked Down (CKD) model, featuring a 1.6 turbocharged petrol engine. It will be available in three distinct variants: Allure, Premium, and GT, each equipped with a PureTech 1.6-litre turbo four-cylinder engine capable of delivering 215 hp (218 PS or 160 kW) and 300 Nm of torque, paired with an efficient eight-speed automatic transmission powering the front wheels.

What are your thoughts on Stellantis' strategy for Malaysia? To us, it sounds incredibly thrilling. We're especially eager for Jeep's return, as it seems there's some unfinished business here. During Jeep's last stint in Malaysia, the Wrangler only came with a robust 3.6-litre engine. However, since they last appeared in our local market, Jeep has unveiled a 2.0-litre turbocharged variant of the Wrangler. If launched in Malaysia, this model could significantly reduce road tax expenses.

Additionally, Jeep's smallest offering, the Renegade, stands as an attractive proposition for Malaysian consumers. With its classic Jeep aesthetics packaged in a compact SUV – a format dearly loved in Malaysia – the Renegade promises to be a compelling choice.

As for Citroen, Stellantis Malaysia is positioning Citroen as a key player in the 'Mass Market' segment, boasting a diverse range of SUVs, from compact to large, and spanning internal combustion engines to electric vehicles.

The Citroen C3 Aircross, with its distinctive design and innovative Airbump panels, offers an urban driving experience that's both comfortable and efficient, making it a perfect fit for the city lifestyle. Meanwhile, the Citroen C5 Aircross elevates the SUV experience with its spacious interior, cutting-edge suspension technology for unrivaled comfort, and practical features designed to accommodate the needs of families and adventurers alike.

These models could potentially mark Citroën's exciting comeback in the Malaysian market.

Also Read:  Stellantis to transform Malaysia into Asia-Pacific hub by 2025