Most people know Dato’ Sri Francis Lee for his work in the food and beverage industry, but his second act as an automotive titan is where the real high-stakes drama unfolded. Transitioning into the car business in the late 90s, he partnered with industry veterans to build Hyundai into the #1 non-national car brand in Malaysia, only to orchestrate a strategic exit to Sime Darby in 2004.
From securing the iconic Mazda franchise on the first day of Chinese New Year to experiencing a literal misaligned disaster with early Chinese imports in 2005, Dato’ Francis has seen every cycle of the automotive industry. Under his leadership, Bermaz Auto grew into a dividend-darling powerhouse, mastering the delicate balance of brand prestige, residual value, and exceptional after-sales service.
In Part 2 of this exclusive interview, Dato’ Sri Francis Lee tackles the most pressing issue in the auto industry today: the Chinese EV invasion. He breaks down the brutal realities of market dumping, why the Malaysian government instituted the RM200,000 CIF floor price policy, and how legacy brands are fighting back. Plus, he reveals why Bermaz chose to partner with tech-forward Xpeng and shares his vision for a future filled with autonomous and flying cars.
TL/DW of the episode:
→ The Hyundai Hustle: How Berjaya made Hyundai the #1 non-national car in Malaysia by 2004 and the strategic sale to Sime Darby
→ Early China Car Disasters: The hilarious (and costly) story of importing Chinese cars in 2005 that only swerved left
→ The Mazda Miracle: Securing the franchise in Bangkok and ordering the first batch of cars during a Chinese New Year dinner
→ Surviving the EV Price War: Why Chinese EV dumping is destroying resale values and how legacy brands are responding
→ The RM200,000 CIF Policy Explained: Why the government stepped in to regulate imported EVs and protect local investments
→ The Xpeng Partnership: Why Bermaz chose AI, autonomous driving, and flying cars for its EV strategy
→ Business Philosophy: Prioritizing sustainable volumes, consistent shareholder dividends, and employee welfare over aggressive market share
CHAPTERS
00:00:00 – Intro & The early days of Hyundai Berjaya
00:11:05 – Selling the Hyundai business to Sime Darby in 2004
00:14:26 – The 2005 Shanghai Motor Show & the first foray into China cars
00:20:00 – The LHD to RHD conversion disaster and donating cars to a university
00:22:27 – Pitching and securing the Mazda franchise in Bangkok
00:26:52 – Ordering the first Mazda cars on Chinese New Year
00:30:24 – Listing Bermaz Auto and becoming a dividend darling
00:37:24 – The aggressive Chinese EV invasion and market dumping
00:39:36 – Explaining the RM200,000 CIF floor price policy for EVs
00:44:16 – Legacy carmakers, CKD investments, and EV technician training
00:48:59 – ICE vs. EV: Why Mazda’s engineering and resale value hold up
00:54:24 – Inventory management and surviving the 2020 pandemic lockdown
01:01:34 – Why Bermaz chose Xpeng: AI, autonomous driving & flying cars
01:07:22 – The tech-heavy future of mobility & smart car sensors
01:10:14 – A parting message for Bermaz shareholders and employees
Dato’ Francis Lee, CEO/Executive Director at Bermaz Auto BHD
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