The Perodua Ativa is poised to become a popular option among car buyers, but there are some of you that might be wondering to what degree the new B-segment SUV will cannibalise the sales of other models in the national carmaker’s line-up.
This situation is brought up because the Ativa is priced between RM61,500 and RM72,000, which places it within the ballpark of the Aruz that goes for RM68,526 to RM73,226. Additionally, the Ativa’s base starting price could also entice customers who were originally considering a Myvi to take the step to the SUV instead.
During a press conference following last week’s pre-launch drive event, the company said that it was aware that there will be some cannibalisation from the Ativa’s introduction. However, it is certain that this won’t be a huge matter, as the pricing for its new SUV was deliberate to minimise price overlapping. The national carmaker also explained that each model has a different customer profile attached to it, so their appeal is highly dependent on what the customer wants from a Perodua model.
Based on the surveys with customers, Perodua determined that those who are looking at an Aruz are primarily interested in the higher seating capacity that the model offers – two more than the Ativa – so that reduces the possibility of cannibalisation.
As for the Myvi, the company says the hatchback is targeted more towards family-oriented customers, whereas the Ativa’s customer profile are younger individuals with active lifestyles that want something more rugged in terms of design.
The Axia and Bezza are non-issues in this regard, given their respective pricing as entry-level models, while the aging Alza is only going to appeal to those that prefer size and practicality of an MPV, so there’s very little risk of the Ativa stealing sales away from said model.
In terms of percentages, the company is expecting the Ativa to cannibalise around five per cent of sales from the Myvi and five per cent from the Aruz, so 10% in total. For a carmaker that, even in a bad year, sells upwards of 200,000 vehicles annually, that’s a mere drop in a bucket – especially given the extra sales volume the Ativa will undoubtedly bring.
The Ativa is produced at the Perodua Global Manufacturing Sdn Bhd (PGMSB) plant in Rawang, Selangor, which is also where the Axia and Bezza are made. The company stated that despite the shared production site, the Ativa will not cannibalise the production of those models.
Our full coverage of the launch of the Perodua Ativa
- 2021 Perodua Ativa launched in Malaysia – RM62k to RM72k
- 2021 Perodua Ativa – differences from Daihatsu Rocky and Toyota Raize
- 2021 Perodua Ativa – GearUp accessories detailed
- 2021 Perodua Ativa won’t have AWD, will have 95% local content
- 2021 Perodua Ativa gets five-star ASEAN NCAP safety rating
- FIRST LOOK: 2021 Perodua Ativa detailed walk-around
- Perodua hints at electrification plans for the future
- 2021 Perodua Ativa – only minor cannibalisation of Aruz, Myvi sales expected
- DRIVEN: 2021 Perodua Ativa – first impressions
- 2021 Perodua Ativa – how D-CVT is different from other CVTs
- 2021 Perodua Ativa – DNGA platform explained
- 2021 Perodua Ativa – 1KR-VET 1.0L turbo three-cylinder deep dive
GALLERY: 2021 Perodua Ativa AV
GALLERY: 2021 Perodua Ativa H
GALLERY: 2021 Perodua Ativa X
GALLERY: 2021 Perodua Ativa AV with GearUp accessories
GALLERY: 2021 Perodua Ativa official images
GALLERY: 2021 Perodua Ativa brochure
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At last count there are a staggering 22 postings just on Ativa alone!
I can confidently bet it would surpassed 2dozen postings seeing how Ladbrokes would have lost their pants to me if they could take my bet.
Sigh…. NAP oh NAP….
I pun hampir muntah for seeing so much posts about ativa…PT no taste, haaa
Dear PT, perhaps a link to a sub-website for hot news like this Perodua Ativa? Also noticed alot of repetitive information in each Ativa article that is already covered in the previous posting about Ativa. We don’t wish to missed out other automotive news/article just because of this Perodua Ativa.
Only P1 fans here are complaining, but actually there are thousand of people happy to see PT post many articles about the Game-Changing Perodua Ativa
all the down vote are by perodua salesman is suppose. i have to agree, the ativa articles is too much. scroll the whole page also ativa. oh a new colour, oh a new wheel nut……
also the photos repeat and repeat. really cheapen the site. pls paultan, we support you for impartial reporting, thats why we are here, but this ativa nonsense got to stop. i know perodua want to hantam the x50 kaw kaw but dont have to do it like this. it will back fire.
We are car enthusiasts. We do care about our national car industry but not interested to read about them everyday. We just want to read about cars around the world.
sorry, i think it was Gary* and not Alan who uses different usernames here to make comments against P2.
Betul brader Roti… this JDM Game-Changing Perodua Ativa. Malaysians got Hope!
Ativa will cannibalise 100% suv market including X50 and X70 sales combined !
Copy paste: “Every new P2 car launch, haters say it is a game changer that will game over P1 and they predict P1 will selling only 3000 cars today. If they were a betting person, they better not go to Genting after MCO or else lose their pants and underwear to Unker Lim.”
Ativa will not cannibalise production from both models becuz either Ativa is not expected to sell a lot, which is telling, or Axia/bezza sales is dropping like flies, which is even more telling. Coupled with their parts shortages they are going to feel the crunch of a new model in their mix.
To cannabalise own sibling”s sales is OK..just reorganize production schedule.Ativa may even cannabalise X50 sales,for those who forgo brutal horsepower but prefer lower purchase price.After all,in covid times,it is better to cut down to affordable loans.The more you borrow,the more interest u pay.
Ekceli buying higher is better now as the buyers save more on SST rebates and they are only spreading the higher sum thru 5-7 years loan so the buyers don’t really feel the pinch. Better than buying such a small car then suffer buyers regret few years later when the need outgrown the car.
Fully agree bruh..better to buy Exora now. sooner or later, the family grow bigger. 2 Bini, 4 anak, bibik and you the driver … Better buy the bigger Exora, wont regret in future.
Either X50 or Exora as long Proton no regrets.
Buy Aruz or Ativa as long Perodua full regrets.
Habislah Myvi and Aruz
msia driver big talk on Feb 19, 2021 at 1:14pm:-
perodua target it will get 70-80k booking for the fist day of launch…
We wait and see. Hahaha…
Today just talk Ativa enough d…
How can a small 5 seater eat into 7 seater territory?
Ppl that are willing to sacrifice practicality over tech
Ativa overprices eats into Aruz pricing segment.
Ativa good RV
Ugly and cheap looking. Proton X50 is far more solid and good looking.
at least 30 la, high spec Myvi almost gone case d. Aruz no impact la, that space itself is out of market segment la.