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Dealer Spotlight: FA Wagen

No stranger to the Volkswagen brand, FA Wagen is a subsidiary of Penang-born Federal Auto Holdings Berhad (FAHB), a veteran heavyweight in the automotive retail scene formed in 1960. As one of the most established multi-brand automotive dealers in Malaysia, the company was the first to take on the Volkswagen marque in 2007 when it entered the Malaysian market, and has since sealed its position as the biggest group of Volkswagen dealerships here. Rizwan Shah bin Azlan, Head of Sales of FA Wagen Sdn Bhd sits down with us to talk business.

What sets FA Wagen apart as a Volkswagen dealership?

Since the opening of our first Volkswagen dealership in June 2007, our network has grown to a total of three outlets in prime locations across Peninsular Malaysia; in Glenmarie, Sri Hartamas and Skudai, Johor Bahru.

We were also the first Volkswagen dealership in Malaysia to open a 4S centre in 2012, and today, we have two (2) 4S Centres and one (1) 3S Centre, making us the largest group of Volkswagen dealerships in the country.

I am proud to say that as a distinguished Volkswagen dealer in Malaysia, we offer the best facilities, and we have a professional team with strong business ethics. This is evident in some of the awards we have received, which includes:

  • First Runner-Up to Best Overall Dealership 2020 for Volkswagen Glenmarie 2020.

  • Best Dealer (Category A) in 2017 for Volkswagen Skudai.

  • Best Customer Satisfaction Award 2013 for Volkswagen Skudai.

  • National champion and Runner-Ups in the 2012/2013 Volkswagen Retail Qualification World Championship.

  • First Volkswagen dealer in Malaysia to receive the Gold Pin award for most outstanding contribution and dedication to the brand.

FA Wagen's partnership with Volkswagen goes a long way back, how has the brand grown in your opinion?

The Volkswagen brand has come a long way in Malaysia market. We have seen the many challenges faced and how the brand managed to create an alternative aspirational space of their own in the cluttered automotive category in Malaysia.

The brand has matured and is now widely accepted in the local market when it comes to performance and reliability. In addition, Volkswagen also managed to position itself as "Affordable Premium" brand.

There are still plenty of areas where the brand can grow, and we will continue to provide our support to Volkswagen Malaysia.

"Our vision is to continue to strengthen the level of our customer service and become the most preferred Volkswagen dealership."

Volkswagen dealers have embarked on a digital journey, with a heavy focus on engaging with customers online. Tell us about the initiatives you have done.

Digitalisation has become crucial for most industries since the outbreak of Covid-19, without a doubt. Digital and mobile channels are also increasingly influencing customer behaviour and the decision-making process when it comes to purchasing vehicles.

We have adapted and realigned our marketing strategy towards digital advertising and strengthen our social presence. One of the initiatives we also started was to collaborate with lifestyle brands for Facebook live to create better content and engagement. We also worked with automotive bloggers for lead generation campaigns.

Apart from this, our sales team actively conduct FB live on a weekly basis to promote Volkswagen products and features.

The ownership experience is important to Volkswagen, what are steps you take to ensure this happens for your customers?

Welcoming new owners into the Volkswagen brand is always special. At FA Wagen, we believe the ownership experience starts from the moment a customer steps into our showroom to look for a car.

Our team will go the extra mile to meet the customer's needs, including offering personal test drive services from the comfort of their homes, or any other preferred location. When it comes to car delivery, we strive to make the delivery process memorable for our customers, even providing home delivery service upon request.

New owners will be invited to our virtual Volkswagen 101 session, where our aftersales team will provide insights on their new Volkswagen and vehicle servicing process.

As for aftersales service, our customers can book their service appointments online, and we also provide pick-up and drop-off service upon request to make it more convenient for them. For owners who are too busy, our service centres are open on certain Sundays to cater to their needs.

How do you balance digital experience with real-life engagements?

Although our focus has shifted to digital retail, we still conduct on-ground activities such as roadshows and showroom events at a smaller scale. This is how we widen our market opportunities and bridge the gap between digital and real-life experiences. 


Of course, we strictly comply to Covid-19 SOPs during our events, for our customers' peace of mind. Full sanitisation will be conducted for all test drive and service vehicles before it is delivered to customers.

What else can we expect from FA Wagen in the near future?

We will continue to explore new digital initiatives and brand collaborations, and for our customers, we will continue to enhance our aftersales initiatives to provide them with an even better ownership experience.

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Thank you for your visit and have fun,
Your Volkswagen Team
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