DRB-Hicom Commercial Vehicles (DHCV), the authorised importer and distributor of Tata commercial vehicles in Malaysia, has announced the introduction of three new models for 2018 and a CKD local-assembly programme in the mid-term.

Since the brand’s relaunch here in 2015, DHCV has sold 654 units of Tata commercial vehicles, consisting of pick-up trucks, light trucks and prime movers. That puts Tata in tenth place amongst a total of 28 competing brands in the commercial vehicle (CV) category, which includes pick-up trucks, trucks, prime movers, panel vans and buses.

“We are ready to move up and be a bigger player in the commercial vehicle category and in selected segments. The last three years have been a learning curve for us. Come 2018, we are confident we have the right products in terms of technology, affordability and durability to be truly competitive in the commercial vehicle category,” said Datuk Abdul Harith Abdullah, COO, automotive, distribution, manufacturing and engineering, DRB-Hicom.

“We will be offering three all-new products – two in the light commercial vehicle segment and one in the small pick-up segment,” the former Proton CEO added.

“Small pick-up constitutes 2% of the total pick-up segment. Our objectives are to offer customers an alternative and a highly competitive product. The Tata small pick-up is a highly successful product, many of which are reliably plying the roads in other regional markets. We are confident it will help us gain a fair share of this promising and growing segment,” said Chin Tan Hee, COO of DHCV. The company’s current pick-up truck offering is the Tata Xenon.

DHCV says that plans for local assembly are in place and will be implemented “at the appropriate time in the near future.” Having CKD models will also open up DHCV/Tata to business opportunities in the public sector. Local assembly will be carried out at DRB- Hicom’s assembly plant in Pekan, Pahang. DHCV also aims to expand its network across Malaysia, including in Sabah and Sarawak. Tata customers are currently served by a network of 24 outlets nationwide.

GALLERY: Tata Xenon pick-up truck