The positive response from the aftermarket community towards the Braking System Expert Programme has led to the development of the official Brembo SpA aftermarket website in Bahasa Malaysia. This is the first time in Southeast Asia the global brake disc and pad technology company has adopted a local language.
Positive Collaboration
The Braking System Expert Programme is an important milestone in the strategic collaboration between the Malaysia Automotive, Robotics and IoT Institute (MARii) and Emerald Auto Parts Sdn Bhd. This collaboration with the official partner of Brembo products started in November 2019.
“This website is an acknowledgement of the capabilities and achievements of the local aftermarket sector. It increases access towards strengthening the fundamentals and skills of more experts in the field of braking systems, through its presentation in our national language”, said Dato’ Madani Sahari, CEO MARii.
He also said that using the Bahasa Malaysia medium will stimulate the participation of talents from all levels of society, stimulating collective growth and improvement across the aftermarket value chain.
7. Chew Kai San, Sales Director, Emerald Auto Parts Sdn. Bhd.
Emerald worked on the website localisation initiative with the objective of educating, promoting, and acknowledging the local aftermarket community through Bahasa Malaysia.
“The website will be a good educational platform in the areas of braking systems and safety information, allowing Malaysians to access trending global news and information personalized for them in the Bahasa Malaysia language.”, said Hong Lee Ching, Managing Director of Emerald.
Upgrading Knowledge
The Braking System Expert Programme, which is also a sub-programme of MARii’s own Workshop Transformation Programme (WTP), witnessed the participation of around 1,000 aftermarket professionals from more than 800 workshops all over Malaysia in 2020 alone (up to February) – enhancing the knowledge, technical and management skills of participants in the areas of complex vehicle braking and safety systems, high-efficiency maintenance of vehicle parts and components, and quality control through transfer of knowledge from certified trainers of Brembo.
Premium Yet Affordable
Despite being known as a premium manufacturer of products for high-performance vehicles, Hong Lee Ching said that Brembo also emphasizes high quality yet affordable aftermarket products designed for passenger vehicles, including our nation’s very own PROTON and Perodua models.
“Brembo as a global leader in brake system technology, products, and service sees the partnership with our official partner in Malaysia, Emerald Auto Parts as valuable and sustainable. The initiative of the Bahasa Malaysia version of our website shows the power of our long-standing partnership. Malaysia is a chosen destination for Brembo to penetrate Southeast Asia (SEA) market mainly because of Malaysia’s maturity in aftermarket sector, efficient infrastructure, and great support from the government agency, MARii.”, said Eric Ni, Brembo Asia Pacific General Manager (Aftermarket).
The availability of a localised Brembo website increases accessibility to curated global news and updates surrounding braking and safety systems, allowing the aftermarket community and the public to keep themselves updated with the latest and best practices implemented by world-renowned automotive companies.
The website in BM is: https://www.bremboparts.com/asiapacific/ms
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