Summary
The Perodua Traz, also known by its codename D66B and marketed under the name Nexis, is a B-segment SUV developed by Malaysian automaker Perodua. Based on the Daihatsu New Global Architecture (DNGA) platform shared with the Toyota Yaris Cross, the Traz represents Perodua’s strategic move to expand its SUV lineup above the Ativa model, targeting customers seeking a more premium crossover offering. Officially launched in early 2024 after months of anticipation and teaser campaigns, the Traz marks a significant milestone as one of two all-new models introduced by Perodua within the same year.
Designed and manufactured at Perodua’s Sungai Choh facility in Rawang, the Traz features distinctive styling elements such as an L-shaped front grille that sets it apart from its Toyota counterpart, along with unique branding and interior customizations tailored to local preferences. While exact powertrain details remain unconfirmed, the vehicle is expected to offer petrol and possibly hybrid variants, reflecting regional market trends and aligning with Malaysia’s broader automotive electrification goals. Pricing is positioned above the Ativa’s starting price of RM62,500, with higher-end variants anticipated to reach approximately RM73,400, aiming to balance affordability with added features and practicality.
Perodua’s launch strategy for the Traz incorporates an integrated marketing mix emphasizing product differentiation, competitive pricing, and accessibility. Collaborations with financial institutions to offer lower interest rates on car loans demonstrate a concerted effort to make the vehicle attainable for lower-income buyers. However, the promotional rollout has drawn mixed reactions, with some criticism directed at prolonged teaser campaigns perceived as delaying the full reveal. Nevertheless, the Traz is poised to strengthen Perodua’s market dominance amid intensifying competition from rivals such as Proton and Geely, reinforcing the company’s position as Malaysia’s leading automotive brand.
The introduction of the Traz not only expands Perodua’s product portfolio but also underscores its commitment to professionalism, technological innovation, and customer satisfaction, supported by a growing after-sales service network that recorded a 9.7% intake increase in 2024. As Perodua continues to evolve within the competitive ASEAN automotive landscape, the Traz exemplifies the brand’s focus on meeting diverse consumer needs while advancing industry sustainability goals.
Background
The Perodua Traz, also known by its codename D66B, is a highly anticipated B-segment SUV based on the Daihatsu New Global Architecture (DNGA) platform. Discussions about Perodua launching this DNGA-based model have been ongoing since early 2024, culminating in the official announcement of its launch date, which has effectively ended speculation surrounding the vehicle. Positioned above the Ativa in Perodua’s lineup, the Traz is expected to carry a higher price point than the Ativa’s RM62,500 starting price, with pricing details set to be revealed upon its launch.
Design-wise, the Traz draws notable comparisons to the Toyota Yaris Cross, which was introduced in Indonesia and Thailand in 2023. While the two models share the same DNGA underpinnings and are likely to be produced at the same Perodua factory in Sungai Choh, Rawang, the Traz features distinct design elements, such as an L-shaped front grille pattern that differentiates it from the Yaris Cross’s U-shaped grille. This shared platform strategy mirrors Perodua’s previous collaboration with Toyota seen in models like the Perodua Alza and the Toyota Veloz.
Perodua’s strategic approach to launching the Traz also includes financial accessibility measures. The company plans to collaborate with banks to offer lower interest rates on loans, aiming to make the vehicle more affordable to lower-income buyers. This initiative is part of Perodua’s broader marketing mix strategy that emphasizes product uniqueness, competitive pricing, wide availability, and effective promotion to meet its business objectives. The launch of the Traz represents another step in Perodua’s pursuit of becoming a world-class automobile manufacturer, underscored by commitments to professionalism, technological efficiency, social responsibility, and customer satisfaction.
Teaser campaigns leading up to the launch have gradually unveiled portions of the Traz’s design, including a Cranberry Red exterior color option, building anticipation for the vehicle’s formal debut. Overall, the Traz embodies Perodua’s continued evolution and competitiveness in the Malaysian automotive market.
Design and Features
The Perodua Traz shares its foundation with the D66B model, both built on the Daihatsu New Global Architecture (DNGA) platform. This platform underpins the Perodua Traz and its Toyota counterpart, the Yaris Cross, and both vehicles are expected to be produced at the same Perodua factory located in Sungai Choh, Rawang, reflecting a similar manufacturing arrangement as seen with the Perodua Alza and Toyota Veloz.
Visually, the Traz is distinguished by several unique design elements, most notably its front grille featuring L-shaped patterns in contrast to the U-shaped design on the Yaris Cross. The car is also offered in a distinctive Cranberry Red exterior color, adding to its identity within the Perodua lineup. While many parts retain similarity to the Toyota model, Perodua has incorporated its branding details such as the Perodua logo prominently displayed on the front grille and on the driver’s airbag housing inside the cabin.
The interior design of the Traz is anticipated to closely follow the Yaris Cross, maintaining a contemporary and functional cabin layout. However, Perodua is expected to equip the vehicle with its own air-conditioning panel rather than adopting the Toyota unit, indicating a degree of customization tailored to Perodua’s customer base.
In terms of powertrain, definitive specifications for the Traz have yet to be confirmed. However, reference to the Toyota Yaris Cross offers insight: the Indonesian Yaris Cross is powered by a 2NR-VE 1.5-litre naturally-aspirated four-cylinder petrol engine that produces 106 PS and 138 Nm of torque, paired with either a five-speed manual or continuously variable transmission (CVT). The Thai variant is hybrid-only, combining a 1.5-litre engine with an electric motor for a total output of 111 PS. It remains to be seen whether Perodua will follow one of these configurations or offer a distinct setup.
Marketing and Promotion
Perodua employs a comprehensive marketing mix strategy that includes product, price, place, and promotion to achieve its business objectives and targets. The company focuses on professionalism, efficient use of technology, and resilience in overcoming challenges, while aiming to optimize benefits for customers and stakeholders. Additionally, Perodua emphasizes social responsibility, environmental care, and workforce development as part of its corporate philosophy.
For its upcoming models, including the highly anticipated Traz (also referred to as Nexis or codenamed D66B), Perodua has utilized teaser campaigns extensively on social media platforms. These teasers strategically reveal limited views of the vehicle, such as shadowed profiles, to build anticipation ahead of official launches. The approach has included releasing multiple teaser videos in succession, sometimes within a day of the scheduled unveiling, to maximize public interest and engagement.
The launch of two all-new models in a single year, including the Traz, marks a significant promotional milestone for Perodua. The company’s marketing efforts are supported by collaborations with financial institutions to offer lower interest loans, making their vehicles more accessible to low-income buyers. This inclusive pricing strategy is part of Perodua’s broader goal to satisfy customers across different social classes and enhance the affordability of their products.
Moreover, Perodua’s promotional activities extend beyond teasers and financial incentives. The launch of the Traz coincides with local accessory distributors, such as those for Toyota’s Modellista line, opening bookings for compatible body kits, indicating a synergistic marketing approach involving aftersales and customization options to attract enthusiasts. These tactics collectively aim to strengthen Perodua’s brand presence and customer appeal in the competitive automotive market.
Launch Event
Perodua officially announced the launch date for the highly anticipated Traz, also known by its codename D66B, putting an end to months of speculation surrounding the SUV. Initially scheduled for an April 2024 debut as reported by Kenanga Research, the launch faced delays likely due to prioritizing the development of the Q-VE model. However, recent teasers and official confirmations indicate that the Traz/Nexis will be unveiled imminently, marking the first occasion Perodua is releasing two all-new models within a single year.
The launch event, described as an exclusive unveiling, is set to take place early in the morning, with the automotive community eagerly awaiting further details and official presentations. This release highlights Perodua’s continued momentum in the Malaysian automotive market, responding competitively to local rivals such as Geely-Proton and their ambitions within ASEAN. The introduction of the DNGA-based SUV aligns with Malaysia’s broader commitment to industry decarbonisation goals and the increasing push towards electrification, although Perodua’s Japanese partners reportedly had limited involvement in this particular electric vehicle initiative.
Market Positioning
The Perodua Traz is strategically positioned above the Ativa in Perodua’s lineup, indicating a higher pricing bracket. While the Ativa starts at RM62,500, the Traz is expected to be priced above this, with the AV variant featuring a two-tone paint option reaching up to approximately RM73,400. This placement aims to target customers looking for a B-segment crossover that offers more features and possibly enhanced practicality compared to the Ativa.
Despite some delays and intense competition from Proton, which has been aggressively gaining market share, the Traz is expected to outperform rivals like the Proton X50 in terms of practical appeal. Perodua’s dominance in the Malaysian automotive market, which saw the brand comprise 44% of the country’s annual car sales, underscores the effectiveness of its positioning and marketing strategies.
Reception and Impact
The Perodua Traz has generated significant attention ahead of its official launch, with expectations set around its pricing and market positioning. Public reaction to the marketing and promotional approach has been mixed. Some critics have pointed out inefficiencies in the launch event, such as lengthy teaser videos that delayed the reveal of the actual vehicle, which some viewed as a misstep in marketing execution. Despite these criticisms, Perodua’s overall market position remains robust, with the company continuing to outperform competitors, including responding effectively to challenges posed by rival brands like Geely-Proton.
From a broader perspective, Perodua’s marketing mix, encompassing product innovation, competitive pricing, strategic placement, and promotion, plays a crucial role in achieving its objectives. The company emphasizes professionalism, technological efficiency, social responsibility, and unique product offerings to strengthen its brand presence and customer loyalty. This approach has contributed to sustained sales growth, with Perodua maintaining its leadership in the Malaysian automotive sector as reflected in rising sales volumes over recent years.
Additionally, the company’s after-sales service has seen a notable increase in demand, with a 9.7% growth in intake from 3.1 million to 3.4 million in 2024, indicating strong consumer confidence and satisfaction with Perodua’s service network. This robust after-sales support further enhances the impact of the Traz launch, reinforcing Perodua’s commitment to customer experience and long-term market success.
