Audi Malaysia

What Audi Malaysia does

PHS Automotive Malaysia Sdn. Bhd. (PHSAM), trading as Audi Malaysia, is the official distributor of Audi AG vehicles in Malaysia. Appointed in 2022 by Audi's parent group, PHSAM is a wholly owned subsidiary of Porsche Holding Salzburg (PHS), itself part of the Volkswagen Group and the largest automotive distributor in Europe operating across 29 markets. From headquarters in Kuala Lumpur, PHSAM runs a nationwide authorised network of Audi Centres in Glenmarie, Setia Alam, Juru and Melaka, supported by an authorised Service Centre in Ipoh, and is actively adding 2S (service-only) outlets in the Klang Valley.

The product portfolio spans every Audi body style and powertrain: electric vehicles (Q8 e-tron, Q8 Sportback e-tron, SQ8 e-tron, SQ8 Sportback e-tron, e-tron GT quattro, RS e-tron GT — with up to 170 kW DC fast charging and an 8-year/160,000 km battery warranty), SUVs (Q2, Q3, Q3 Sportback, Q5, Q5 Sportback, Q7, RS Q8), sedans (A3, RS 3, A8 L), Sportbacks (A5, A7), and Avants (RS 4, RS 6). Core technologies are produced by Audi AG — quattro all-wheel drive, DSG dual-clutch transmission, recuperation braking, start-stop, virtual cockpit, and the new E³ 1.2 electronic architecture that pairs five high-performance computers with ChatGPT-powered voice control. Local proprietary layers include the myAudiWorld mobile app with integrated JomCharge and ChargeEV EV-charger location services.

PHSAM's revenue model combines new-vehicle wholesale and retail sales, Audi Genuine Parts (2-year warranty), scheduled service and maintenance, a panel-based Audi Insurance Plan (Allianz, ETiQa Takaful, Zurich Takaful, MSIG), Audi Tint installation, lubrication services, the multi-year Audi Assurance Package, and post-sale programs such as Audi Loyalty Advantage and the Audi Recognition Plan for parallel-import owners. Distribution is exclusively direct through authorised dealers; marketing leverages the audi.com.my website, e-showroom, social channels, experiential events (Audi Golf, e-tron launches, F1 contests), and the Story of Progress content series. PHSAM has 11–50 employees locally and is led by Managing Director Erik Winter, with a stated strategic emphasis on SUV, S line, and quattro models, alongside electrification as a core roadmap pillar.

Name

Audi Malaysia

Legal name

PHS Automotive Malaysia Sdn. Bhd.

Website

https://audi.com.my

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Audi Malaysia (PHS Automotive Malaysia Sdn. Bhd.) is the official distributor of Audi vehicles in Malaysia, selling luxury sedans, SUVs, Sportbacks, Avants and EVs through authorised Audi Centres, supported by comprehensive aftersales including service, parts, insurance, warranty, and loyalty programs for affluent Malaysian consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. New Vehicle Sales: Audi Malaysia generates primary revenue from the wholesale and retail sale of new Audi vehicles through authorized dealerships, including petrol, diesel, and electric models across SUV, Sedan, Avant, and Sportback body styles.
2. Audi Genuine Parts Sales: Sale of Audi Genuine Parts including oil filters, air filters, pollen filters, brake fluid, spark plugs, wiper blades, batteries, windscreens, and windscreen washer fluid. All parts come with 2-year warranty. e-tron batteries covered by 8-year/160,000 km limited warranty.
3. Service and Maintenance: Revenue from scheduled servicing (every 12 months or 15,000 km), repairs, and maintenance. Service interval reminder alerts via MMI. 3 years of service and maintenance included with optional Audi Assurance Package for vehicles delivered after 1 January 2023.
4. Audi Insurance Plan: Commission revenue from arranging comprehensive car insurance through a panel of licensed insurers (Allianz, ETiQa, Zurich Takaful, MSIG), offering benefits including no betterment fees, speedy claim approval, agreed value coverage, and 24-hour roadside assistance.
5. Audi Tint: Sale and professional installation of Audi Tint window film with 7-year warranty. Pricing varies by vehicle category and film series (Premium 6+, Premium 6, Standard 4+, Standard 4). Categories range from RM 1,680 to RM 3,780.
6. Audi Lubrication Service: Engine oil change and multi-point inspection service using Audi Genuine Lubricants for vehicles aged 5 years and older, with savings up to 45%.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

Audi Malaysia is the official distributor of new Audi AG vehicles in Malaysia, selling premium sedans, SUVs, sportbacks, avants, and fully electric models (e-tron lineup) through authorised Audi Centres. The core offering is complemented by a comprehensive aftersales ecosystem including scheduled maintenance, genuine parts, extended warranty packages, insurance plans, roadside assistance, loyalty programs, window tinting, and the myAudiWorld digital ownership app.

Product overview

Audi Malaysia, operated by PHS Automotive Malaysia (PHSAM), offers a comprehensive portfolio of luxury vehicles and aftersales services. The vehicle lineup spans multiple body styles including Sedans (A3, RS 3, A8 L), Sportbacks (A5, A7), SUVs (Q2, Q3, Q3 Sportback, Q5, Q5 Sportback, Q7, RS Q8), Avants (RS 4, RS 6), and Electric Vehicles (Q8 e-tron, Q8 Sportback e-tron, SQ8 e-tron, SQ8 Sportback e-tron, e-tron GT quattro, RS e-tron GT). Complementing the vehicle sales are extensive aftersales programs including the Audi Assurance Package (extended warranty), Audi Insurance Plan, Roadside Assistance, Audi Loyalty Advantage (maintenance savings), Audi Recognition Plan (parallel import support), myAudiWorld mobile app, Audi Genuine Parts, repair and maintenance packages, and Audi Tint window film. PHSAM operates Audi Centres in Glenmarie, Setia Alam, Juru, Melaka, and Ipoh, serving as the official distributor for Audi in Malaysia since its appointment by Porsche Holding Salzburg (a Volkswagen Group company).

Differentiator

Problem solved

Functional benefit

Products and services

• Q7 Full-size Audi SUV offering space for everyone with room for spontaneity. The Q7 S line is offered at RM 399,990 with a complimentary 5-year service and warranty package, featuring quattro all-wheel drive and luxury interiors.
• Q8 e-tron Full-size luxury electric SUV featuring Audi virtual cockpit and MMI Navigation plus as standard, with electric drivetrain, quattro all-wheel drive, and an 8-year/160,000 km battery warranty.
• Q8 Sportback e-tron Coupe-style electric SUV featuring virtual exterior mirrors for improved aerodynamics and fast charging at up to 170 kW.
• SQ8 e-tron High-performance electric SUV with electric torque vectoring for agility and up to 503 PS output.
• SQ8 Sportback e-tron Performance electric Sportback featuring three electric motors for improved performance and aerodynamic Sportback design.
• e-tron GT quattro Luxury grand touring electric sedan with high-voltage architecture and electric quattro all-wheel drive with instant response.
• RS e-tron GT Pure electric performance sedan accelerating 0-100 km/h in 3.3 seconds with up to 830 Nm torque on demand.
• A3 Sedan Compact luxury sedan with iconic design elements and Audi virtual cockpit for effortless information display.
• RS 3 Sedan High-performance compact sedan with RS design and active rear differential, achieving 0-100 km/h in 3.8 seconds.
• A8 L Flagship luxury sedan offering exceptional space, elegance and dynamism with modern luxury and innovative technologies.
• A5 Sportback Dynamic five-door coupe with athletic design, intelligent performance, and assistance systems featuring quattro all-wheel drive.
• A7 Sportback Luxury Sportback featuring inspiring design with high-precision handling, innovative technology, and outstanding ride quality.
• Q5 Mid-size SUV combining sporty nature with practicality, offering compelling driving dynamics with headroom, legroom, and cargo space.
• Q5 Sportback Sportback-styled SUV combining high performance with everyday practicality and quattro all-wheel drive traction.
• Q3 Sportback Compact SUV with emotional aesthetics and SUV practicality, featuring iconic design elements.
• RS Q8 High-performance large SUV with twin-turbocharged V8 producing 600 PS and 800 Nm, featuring aggressive RS-specific styling.
• RS 4 Avant High-performance estate with twin-turbocharged V6 producing 450 PS and 600 Nm, featuring tuned quattro all-wheel drive.
• RS 6 Avant performance High-performance estate with 630 PS and 850 Nm delivered through quattro all-wheel drive, featuring rear-wheel steering for agility.
• Audi Assurance Package Extended warranty package providing an additional 3-year manufacturer warranty (total 5 years or 150,000 km), 5 years or 75,000 km of maintenance, 5 years of roadside assistance, and an 8-year/160,000 km e-tron battery warranty, applicable for vehicles registered after 1 January 2023.
• Audi Insurance Plan Comprehensive car insurance designed specifically for Audi drivers, arranged through panel insurers Allianz, ETiQa, Zurich Takaful, and MSIG, offering tailored coverage with no betterment fees up to 10 years, agreed value coverage, speedy claim approval, and 24-hour roadside assistance.
• Roadside Assistance 24-hour roadside assistance program offering breakdown towing, accident towing, on-site repairs (jump start, flat tyre change, emergency fuel), and lock-out service for Audi vehicles.
• Audi Loyalty Advantage Loyalty program offering up to 35% savings on parts during scheduled maintenance services from the 4th service up to the 15th service for Audi owners.
• Audi Recognition Plan Aftersales support program for parallel import Audi vehicles, providing official access to authorised services, Audi Extended Warranty eligibility for vehicles under 2 years from first registration, and the 300-point Audi Condition Check.
• Audi Genuine Parts Original equipment replacement parts including oil filters, air filters, pollen filters, brake fluid, spark plugs, wiper blades, batteries, and windscreens, all with a 2-year warranty.
• Audi Repair Package & DSG Package Maintenance packages offering up to 45% savings on brake discs, brake pads, absorbers, wheel bearings and up to 20% off DSG components (clutch, flywheel, mechatronic) for vehicles aged 5 years and older.
• Audi Tint Professional window tinting service using nano-film technology, offering four tiers (Premium 6+, Premium 6, Standard 4+, Standard 4) priced from RM 1,680 to RM 3,780 inclusive of labour, with a 7-year warranty.
• Audi Lubrication Service Engine oil change service using Audi Genuine Lubricants with multi-point inspection and fluid top-ups, offering up to 45% off for vehicles aged 5 years and older.
• The Audi Difference Service standards program featuring dedicated service advisors, direct reception bays, one-stop service centres, more than 4,500 hours of annual staff training, 300-point Audi Condition Check, and complimentary car wash with every service.

Quantifiable outcome

• Savings up to 45% on brake discs, brake pads, absorbers, and wheel bearings through Audi Repair Package for vehicles aged 5 years and older
• +7 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• Allianz General Insurance Company (Malaysia) BerhadcoreChannel Partner/ Reseller/ DistributorOne of four panel insurers for the Audi Insurance Plan (AIP), providing comprehensive motor insurance tailored for Audi drivers. Allianz co-underwrites the AIP alongside ETiQa, Zurich Takaful, and MSIG.
• ETiQa General Takaful BerhadcoreChannel Partner/ Reseller/ DistributorOne of four panel insurers for the Audi Insurance Plan (AIP), providing Shariah-compliant takaful motor coverage tailored for Audi drivers.
• Zurich Takaful General Insurance BerhadcoreChannel Partner/ Reseller/ DistributorOne of four panel insurers for the Audi Insurance Plan (AIP), providing takaful motor coverage as part of Audi's comprehensive insurance ecosystem.
• MSIG Insurance (M) BerhadcoreChannel Partner/ Reseller/ DistributorOne of four panel insurers for the Audi Insurance Plan (AIP), providing conventional motor insurance as part of Audi's comprehensive insurance panel.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• BYD Malaysia: Fast-scaling Chinese EV and PHEV brand entering the Malaysian premium-adjacent segment. Represents emerging competitive pressure on Audi's EV pricing and feature positioning in Malaysia.
• Tesla Malaysia: Direct-to-consumer EV maker with growing Malaysian presence. Competes with Audi's e-tron lineup for premium EV buyers and bypasses the traditional dealer model that Audi Malaysia operates.

Broad incumbents

• Volkswagen Malaysia: Mass-market VW Group brand distributed alongside Audi in Malaysia. Shares the same Porsche Holding Salzburg regional infrastructure and aftersales ecosystem, addressing adjacent (non-premium) price tiers.

Direct peers

• Mercedes-Benz Malaysia: Official distributor of Mercedes-Benz vehicles in Malaysia with comparable authorized-dealer sales, certified service, parts, and finance/insurance offerings. Direct head-to-head competitor for premium Malaysian vehicle buyers.
• Volvo Car Malaysia: Distributes Volvo passenger vehicles in Malaysia through authorized dealers with comparable aftersales programs. Competes directly in the same premium SUV and sedan segments Audi addresses.
• Land Rover Malaysia: Distributor of Land Rover SUVs in Malaysia, targeting the same affluent buyers in the premium SUV segment that Audi Q7, Q8, and e-tron models address.
• MINI Malaysia: BMW Group's premium sub-brand distributed in Malaysia with similar authorized-dealer retail model. Competes for the same premium compact and lifestyle-buyer segments Audi targets with A3/A5 ranges.
• BMW Malaysia: Official distributor of BMW vehicles in Malaysia, operating an analogous authorized-dealership network for new and used premium vehicles, parts, and aftersales services. Closest like-for-like competitor in the Malaysian premium automotive retail and aftersales market.
• Porsche Malaysia: Sister brand under the Volkswagen Group distributed through Porsche Holding Salzburg's regional infrastructure. Operates with similar authorized-dealer, aftersales, and EV positioning model targeting affluent Malaysian buyers.
• Lexus Malaysia: Toyota's luxury brand distributor in Malaysia with an established authorized-dealership network and hybrid/EV offerings. Competes for the same premium segment customers in Malaysian showrooms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@audi.malaysia
• Facebookfacebook.com/AudiMalaysia
• LinkedInlinkedin.com/company/audi-malaysia
• Instagraminstagram.com/audi.malaysia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Audi Malaysia