If you follow the history of Perodua, you will find that it had humble beginnings with a relatively small volume catering for the bottom end of the market, the entry-level segment. Proton had already been selling cars and dominating the market for 8 years and Perodua was like a ‘little brother’ selling low-priced minicars. Yet 27 years later, we see Perodua as the nation’s No.1 brand and although it still serves the entry-level segment, it is edging upwards with the newer products.
The success story of Perodua highlights the value of patience and a willingness to learn, rather than rushing forward before being fully prepared. Perodua has had a good teacher in Daihatsu, its partner, and formed a working culture that is a blend of Malaysian and Japanese which could well be the best of both worlds.
One of the important lessons Perodua has had is planning. They do a tremendous amount of market study before committing to a new model because once they do, they have to be able to do so at high volumes. They are no longer a small player and in order to maintain their high efficiency and productivity which enables them to keep their prices attractive, they need big numbers.
This has been the case with every model and with the Bezza, their first sedan, selling some 184,000 units over the past 3 years is certainly impressive. The Bezza’s appeal to a broad spectrum of the market has generated the big numbers and in the past couple of years, e-hailing operators (like those with Grab) have also found it to be an ideal car for their business, boosting the numbers.
What is not highlighted enough about the Bezza is that this sedan design is a truly Malaysian creation. There is no equivalent in the Daihatsu range and when Perodua wanted to do it, they were basically on their own. There was no commitment by Daihatsu to take the model for Indonesia as it does with the Myvi which it sells as the Daihatsu Sirion there.
That the Bezza has done so well has generated a lot of money for funding development of the updated 2020 version which is officially launched today. And as with every model it has developed, Perodua has paid a lot of attention to the feedback from customers and addressed issues to make the car better. For instance, the rear seat backrest angle was not comfortable and they have adjusted this to eliminate that complaint. The suspension settings have been revised to improve ride comfort and handling as well.
What’s new
On the outside, the 2020 Bezza is almost immediately identifiable with its facelift. It’s a bolder look with sharp LED headlamps that are standard for all four variants. The new look is complemented by the angular and reprofiled front bumper which has a large lower intake grille and imposing styling elements. Additional sportiness comes from two-tone side skirts, also standard across the range, with a restyled rear bumper
If you’re still not satisfied with the new looks and want more sportiness, you don’t have to go to an accessory shop to get the parts. Perodua has already prepared a bodykit in its GearUp accessory range specially for the Bezza. The RM2,000 cost for the bodykit can be included in the H-P loan so you pay for it over a number of years… a deal which an accessory shop would never be able to offer.
The Bezza 1.3-litre variants now have an exclusive colour – Garnet Red – which is one of two new colours, the other being Granite Grey. These join the four existing shades – Ivory White, Glittering Silver, Ocean Blue and Sugar Brown.
The cabin remains pretty much the same with enhancements largely for the 1.3-litre variants. The meters are now illuminated in white and keyless entry/start is now also provided. Keyless entry and pushbutton starting was something available only in more expensive models not so long ago and now it has come down to the Bezza segment, showing how fast Perodua has been able to bring costs down (working with its suppliers).
Focus on safety
But the focus of the improvements has been in safety, something which Perodua’s market surveys show keeps becoming more and more important to buyers. Reading about tragic accidents has probably made people think more about how safe their car must be and while Peroduas are small cars, they can still be safe to travel in by having driver assistance systems.
This is where Perodua’s Advanced Safety Assist 2.0 (ASA 2.0) system comes in and it is available in the Bezza AV, making it the most affordable sedan in Malaysia (under RM50,000 before including insurance) with such a feature. ASA 2.0 comprises Pedestrian Detection (up to 50 km/h), Pre-Collision Warning (up to 100 km/h), Pre-Collision Braking (up to 80 km/h), Front Departure Alert and Pedal Misoperation Control, all of which work together to mitigate collisions.
The Bezza X also get Vehicle Stability Control (VSC) and traction control now, again showing that as soon as costs come down, Perodua will include a safety system in the variant. VSC and traction control were available only with the Bezza AV before. Incidentally, the AV variant also gets a reverse camera now while all variants get power-adjustable side mirrors and reverse sensors.
With the improvements, the 2020 Bezza will certainly keep finding more new customers and by the end of this month, Perodua expects to deliver 5,600 units. Thereafter, the monthly sales target for the model is 4,000 units, on average.
Visit www.perodua.com.my to know more about the new Bezza and where you can test-drive one.
