Selling Trust, Not Just Cars: The Perodua Nasrom Story

Abstract

The Malaysian automotive industry has always been more than just the sale of vehicles. To Malaysians, cars carry a deeper meaning, they are symbols of freedom, progress, and a better life. For families in smaller towns, owning a car represents independence from unreliable public transport, while for young professionals, it is a sign of achievement and social mobility. Against this backdrop, the journey of Perodua Nasrom began in 1990, in Kampung Sireh, Kelantan.

At the heart of this story was Haji Ab Halim bin Haji Hassan, who started small by trading second-hand vehicles. His early philosophy was straightforward: “buy one car, sell one car, and repeat.” Yet beneath this simplicity was an ambitious dream, to create not just a business, but a trusted automotive brand that could serve generations of customers. By 1993, his determination paid off when Nasrom secured a Perodua dealership license, marking the start of its evolution from a modest kampung venture into a full-fledged automotive retailer.

What distinguished Nasrom early on was its belief that cars are not merely machines, but emotional milestones. Each purchase reflected a customer’s financial journey, lifestyle, and aspirations. Instead of focusing solely on profit, Nasrom positioned itself as a dealership that built trust, loyalty, and long-term relationships. This philosophy would become the backbone of its growth for decades to come.