Bermaz Xpeng, the distributor of Xpeng battery EVs (BEVs) in Malaysia, launched its first model, the Xpeng G6 today with a starting price of RM 165,000.

The D-segment 5-seater electric SUV not only undercuts the Tesla Model Y (from RM 191,000) by a big margin, but it’s also cheaper than the now-discontinued Extended Range variant of the BYD Atto 3, which sits one segment lower and used to sell for RM 167,800.

The C-segment 2024 BYD Atto 3 is currently only available in one Standard variant.

Despite the competitive price, Bermaz Xpeng is not looking to sell the Xpeng in huge numbers. The brand’s planned sales network is a clear indication.

Currently, Bermaz Xpeng's website only lists one sales outlet, in Glenmarie. The outlet, which also includes a service centre, is operated by Bermaz Xpeng themselves. A second outlet will open very soon in Penang.

Three more outlets are planned for the Southern region, covering Melaka, Negeri Sembilan, and Johor. These outlets will be by end-September, bringing the total sales outlets to 5.

In comparison, BYD has 18 sales outlets across Malaysia.

Bermaz Xpeng didn't share its sales target but with only 5 outlets, all located on the West Coast of Peninsular Malaysia, the brand's annual sales volume is likely to be in the low triple digits.

Bermaz group CEO Datuk Francis Lee explained that Malaysia's BEV market is still in its infancy, and the company is not interested in committing to an unrealistically high sales volume and joining the price war, because such a move is not aligned with Bermaz's goal of becoming the distributor of choice for manufacturers looking to invest in Malaysia. Instead, Lee says Bermaz wants to build brand equity, and build customer confidence in the brand.

"The pricing that we have is competitive, I think it will be well accepted by customers. We will not discount our cars. We want to maintain the value of cars that the public will buy from us. If you look at our history, when we started with Mazda, we have never reduced our car price, even though there is a big 'war.' We will use the same strategy with the Xpeng G6, and any future Xpeng cars," said Lee.