BitAuto forum highlights Malaysia auto digital push

BitAuto Malaysia Automotive Forum 2026 has ended in Kuala Lumpur with automakers, dealers, digital platforms and content creators positioning online engagement, localisation and electrification as the next drivers of Malaysia’s automotive growth.

The forum, held on June 30 at Sheraton Imperial Kuala Lumpur, marked BitAuto Malaysia’s first large-scale industry showcase. Hosted by BitAuto Tengyi Malaysia Sdn Bhd, the event brought together GWM Malaysia, Chery Corporate Malaysia, Proton New Energy, SGMW, JoyStar Dealer Group, TQ Wuling Manufacturing, Beritarian and representatives from Zeekr, Leapmotor, BMW, Toyota and 212 Motors.

The central theme, integration and symbiosis, reflected a market in transition. Malaysia’s automotive sector is moving from a phase led largely by model launches and pricing competition towards a broader contest over digital visibility, dealer conversion, charging access, after-sales confidence and community-led trust.

Li Wei, vice-president of Tengyi Technology and director of BitAuto Malaysia, said the company had chosen Malaysia as its flagship overseas hub because of the country’s steady vehicle demand, faster electrification, low but expanding EV penetration and policy support. BitAuto has built a 26-year presence in China’s automotive internet market through vertical auto media, mobility advertising, new media operations and AI technology.

BitAuto Malaysia is promoting Bitauto. my as a full-funnel automotive platform covering awareness, content nurturing and conversion. The platform lists more than 85 marques, 550 vehicle models and 1,300 variants, offering high-definition galleries, 360-degree VR viewing, multi-model comparison tools, pricing information and promotional data from authorised dealers.

The company is also building a trilingual content operation in Bahasa Malaysia, Mandarin and English, supported by more than 30 creators across automotive, technology, lifestyle and travel segments. Its dealer tools include membership services, livestream customer acquisition, WhatsApp lead distribution, merchant back-end management and performance advertising workflows.

The forum’s commercial importance is underscored by Malaysia’s shifting vehicle market. Total industry volume reached a record 820,752 units in 2025, the second straight year above 800,000 units, but 2026 sales are expected to soften to around 790,000 units as affordability pressures, higher operating costs and the end of tax exemptions for fully imported EVs weigh on demand.

Electrification remains the clearest growth pocket. Battery electric vehicle registrations more than doubled to 30,848 units in 2025, while combined EV and hybrid sales rose to 69,363 units. Fully imported EVs have been subject to import duty, excise duty and sales tax from January 2026, though locally assembled EV incentives remain in place until the end of 2027.

Proton’s EV assembly plant in Perak has added weight to Malaysia’s ambitions as a regional electric mobility hub. The facility has an initial annual capacity of 20,000 cars, with scope to rise to 45,000 units. Prime Minister Anwar Ibrahim has urged Geely to use the auto hub not only for vehicle production but also as a centre for training and education.

Chinese automakers are also deepening their regional strategies. Xpeng has been in negotiations with EP Manufacturing Bhd to begin EV production in Malaysia in 2026, while BYD has announced plans for an assembly plant in Perak and Leapmotor is preparing local assembly at Stellantis’ plant in Gurun, Kedah. These moves point to Malaysia’s growing role in right-hand-drive markets across ASEAN.

Panel discussions at the forum focused heavily on localisation. Michael Chew of Chery Malaysia said long-term market presence required a full local ecosystem covering manufacturing, supply chains and talent, rather than a reliance on imported vehicles. Oscar Wang of JoyStar Dealer Group described Malaysia as a mature replacement market where trade-in buyers increasingly seek differentiated driving experiences.

Fuel subsidy changes and concerns over petrol costs were cited as factors lifting interest in plug-in hybrids and hybrids. Speakers also said charging infrastructure remained a “chicken-and-egg” issue requiring coordination among automakers, dealers and public authorities.

The second major discussion turned to content and community. Speakers said buyers were responding less to technical claims alone and more to authenticity, ownership experience and creator credibility. Short videos were described as useful for initial discovery, while long-form reviews and offline car communities were seen as stronger tools for building brand loyalty.