Boon Siew Honda: Racing ahead in the Malaysian motorcycle industry

Malaysians are passionate about high-octane motorsports. This year sees the country’s Sepang International Circuit celebrate 20 years and the Malaysian motorcycle industry shows no signs of slowing down.

Loh Boon Siew met Soichiro Honda in 1958 and the two men formed a unified vision to promote “a more meaningful life for Malaysians through personal mobility.”

Sixty years later, Boon Siew Honda sold approximately 156,000 units in Malaysia — an increase of 28.7 percent compared to 2017.

“We are on track to hit our targets this year,” said Keiichi Yasuda, Boon Siew Honda managing director and chief executive officer.

“Through strong brand positioning and new model launches in each motorcycle segment, we are winning new customers.”

The company’s strategies for 2019 includes brand enhancement, improvement of its dealer network, strengthening of its after-sales services, the development of local riders and the expansion of its safe-riding initiative.

“Our Honda Safety Riding Centre works with the government, schools and the private sector to highlight the importance of road safety and reduce the number of traffic accidents,” said Yasuda.

Honda respects each country in which it does business and Malaysia is no exception. While Malaysia strengthens its relationship with Japan, Boon Siew Honda remains committed to the Malaysian market.

“We are pleased to contribute to Malaysian society by manufacturing high-quality products at a reasonable price and we enjoy serving our customers,” said Yasuda. “We always dedicate ourselves to meeting and then going beyond our Malaysian customer’s expectations, which are quite unique compared to other Asian countries and so we are really focused on the Malaysian market.”

“We have successfully introduced our know-how, technology and the Japanese way of working to Malaysia,” concluded Yasuda. “Our contribution to the Malaysia-Japan partnership symbolizes the close relationship between our two countries and we intend to continue delivering superior-performance products to our customers at every turn.”

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