MALAYSIAN AUTO INDUSTRY PLAYERS SHOULD TAKE ADVANTAGE OF AEE 2010

From Christine Lim

YOKOHAMA, May 19 (Bernama) -- Malaysian automotive suppliers can avail
themselves of export opportunities to Japan and establish technological
alliances with Japanese companies at the Automotive Engineering Exposition AEE)
2010 here.

Japan External Trade Organisation (JETRO) Director, International Trade
Fairs in Japan, Yoichi Kimura said the three-day AEE 2010, beginning Wednesday,
drew the participation of nine Malaysian companies.

This is the fourth year the exposition is being held under the "Malaysian
Auto Industry Exhibition" project, spearheaded by JETRO and Malaysia External
Trade Development Corporation (MATRADE).

"The project has graduated from the International Auto After-Market Expo
(IAEE) we participated in Japan for the past three years," Kimura told
Bernama in an interview.

He said this year's exhibition would provide a platform to position the
Malaysian automotive industry at a higher level in the Original Equipment
Manufacturer (OEM) industry.

Malaysian suppliers, he said, could also gather information on Japan's
advanced technology from car assemblers and parts manufacturers who would
partiicpate atthe exposition.

The nine Malaysian companies participating at AEE 2010 are PHN Industry Sdn
Bhd, Inteltium Technology Sdn Bhd, Weng Zheng Sdn Bhd, FBK Automotives
Components (M) Sdn Bhd, Fetta Marketing (M) Sdn Bhd, Sipro Plastics Industries
Sdn Bhd, Proreka M) Sdn Bhd, Proton Holdings Bhd and HIL Industries Bhd.

Proton will exhibit the Exora multi-purpose vehicle while the others
will exhibit their capabilities in the OEM, original design manufacturer (ODM)
automotive parts and components and, solutions technology for the automotive
industry.

Kimura said Japanese car assemblers required high standards and quality of
important components parts.

"The Japanese market is known for its stringnent standards, product quality
and cautiousness in decision making," he said, adding that patience and
perseverance were required to succeed in business negotiations with Japanese
companies.

During the AEE 2010, Malaysian companies will engage in business matching
negotiations, discussions and establish business ties with Japanese automotive
companies in the Tier 1 and Tier 2 markets.

"We expect negotiations to move forward towards progress. So far, around 30
companies have participated in the past three IAEE exhibitions in Japan and over
800 business negotiations have taken place," he said.

Kimura said due to the difficult nature of auto parts, it took a long time
for contracts to be finalised.

"However, there are some success stories from previous fairs and there are
those who have reached the agreement or sample ordering stage," he added.

He also said DRB-Hicom and APM Automotive, who were exhibitors at previous
fairs, were successful examples of those who reaped profits through exports.

Kumira said for players to stay competitive in the international market they
need to shift into higher gear to attain technologic advancement.

At this year's AEE 2010, the Malaysian Auto Industry Exhibition Booth is
presenting information on the advancements made in Malaysia's auto industry to
attract visitors.

Kimura said information hand-outs on participating Malaysian companies were
mailed to over 560 Japanese companies.

"Also, we have been undertaking public relation activities among the
Japanese automotive industry, through JETRO's website, the AEE organiser,
Society of Automotive Engineers of Japan, technical magazines and
industry-related magazines," he said.

-- BERNAMA