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HSJBC Aims HSJBC的目标:
Following the good response of the JBC light truck series last year, HSJBC Cor- poration is now set to build JBC brand awareness in the local market.
“Today, Chinese brands are still challenged by the “Made in China” label, which is often associ- ated with brands of poor quality and low value. Many consumers are still skeptical about buying Chinese brand products. We know that over- coming this moniker is not an easy task, but I would say it is the right timing as the Japanese commercial vehicle brands are getting more and more expensive while some Chinese brands are becoming more mature, ”said Hong Seng Group (HSG) Managing Director Teoh Hai Hin.
Teoh understands that to be able to take root in a local market, one will need a nurturing period so he did not expect exceptional sales. Howev- er, they have reached their sales target in six- month time frame, which has proven the JBC’s brand potential.
Building a brand is very costly and time consum- ing, Teoh explained, but it is vital for them to pen- etrate the commercial vehicle market and pro- vides a solid basic for a successful business.
“We are honoured to be given this opportunity to work closely with Shenyang Jinbei, the manufac- turer of the JBC light trucks, who have 50 years of experience in the industry. Following the two JBC light truck models – SY 1044-DVFMY and SY 1044DVPMY introduced last year, we will be
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launching new light truck series for different applications this year. Jinbei views Malaysia as an important market, and has given us a strong support including a subsidy for adver- tising and promotion to help us to build the brand locally. ”
In terms of market positioning, Teoh said, JBC light trucks are not of the highest specs, so the company is targeting at the mid and lower mar- ket segment. These trucks are truly workhorses, value for money, strong and powerful.
As a subsidiary of Hong Seng group, HSJBC is able to leverage on the group’s extensive dealer network across the country. At pres- ent, the group has over 60 dealers and 31 3S outlets, including Sabah and Sarawak. In addi- tion there are 5 spare parts centres and a sole spare distributor for JBC trucks, namely another subsidiary company of the group – Hong Seng Truck Parts Sdn Bhd to ensure the availability of spare parts.
What about the future plans? Teoh replied that they are looking at expanding their dealer net- work and market coverage. However, he said, HSJBC will do it step by step as it is important that the company strengthens its base first.
As for HSG, Teoh revealed that they are plan- ning to set up a base in Johore Bahru this year, which provides convenience to the Group, so that they can export their products to Singapore and to other countries more effectively.
“Besides that, ”Teoh said, “ In view of the character- istics of the auto industry and the current market trends in Malaysia, our major plan for this year is to build our own auto city at Sungai Lokan in Butter- worth, a display building where we can display all of our products. We carry about 10 different brands, including Kia passenger cars, Hino, Nissan, Isuzu, Scania, Volvo, JBC and Ho Han commercial ve- hicles, Hyster forklifts, etc. This year, we will bring in another 3-4 new products. ”
HSG started off as Hong Seng Motor in 1965 by Teoh’s late father Teoh Teng Seng, commenced business as an importer and dealer in new and used engines with an ini- tial capital of RM 2,000. The business started to grow and flourish but unfortunately he passed away in the year 1972. In 1979, Teoh and his brothers and sister