Marc Appelt, the newly appointed Managing Director of MAN Truck & Bus (M) Sdn Bhd (MAN Malaysia), has a simple message for current and future customers: “If you’re playing the long game, MAN is your trusted partner. We have the right products and set-up to support and grow with your business.”
MAN’s New MD Outlines Growth Strategy
Standing at 1.91 metres and hailing from Lüneburg, Germany, Appelt brings two decades of experience with MAN to his new role. A graduate in Economics, he has held various leadership positions, from revamping workshop operations and enhancing productivity to driving global sales and commercial activities as a member of the Commercial Board. His previous stint in Southeast Asia, serving as Finance Director in MAN’s Bangkok office gave him first-hand familiarity with the ASEAN market and culture. Most recently, he served as Head of Human Resources for Sales and Marketing at MAN’s headquarters in Munich.
Appelt succeeds Andrew O’Brooks, who now heads MAN’s operations in Greater China after a successful five-and-a-half-year tenure in Malaysia.
He noted that the rapid transformation of MAN Malaysia’s three-decade-old operations over the past four years, combined with a strong social media presence, has significantly boosted brand goodwill and elevated its reputation in the market.
“My predecessor has done an amazing job in building a skilled, experienced and motivated team that is consistently delivering quality aftersales service and uptime demanded by customers. The current MAN set-up and network is extremely professional, which makes my task of growing the business easier,” he said.
Network expansion
Appelt’s immediate priority is to grow MAN’s nationwide presence by establishing new dealerships, aiming to position the brand as the prefer choice for fleet operators across Malaysia.
“As the first to introduce Euro V engines as standard for heavy trucks in Malaysia, we’ve gained valuable experience helping transporters boost fuel efficiency, reduce emissions, and lower their total cost of ownership,” he said.
MAN’s Euro V trucks have been on the road since 2021, proving their reliability in Malaysian conditions. The company also sees strong and growing order book for its Euro V MAN Coach Chassis, and he is convinced that MAN will capture a larger share of the growing bus-coach segment in Malaysia.
“Our goal isn’t just to sell trucks or buses, we want to be a reliable long-term partner for the transport industry,” Appelt added.
Despite the challenges from cheaper Chinese brands and aggressive discounting, Appelt remains confident in MAN’s value proposition and the growth potential for the brand.
“We are simplifying business with a very compelling and comprehensive customer-focused solution. With our easy in-house financing, owning a MAN is now more affordable than ever with no heavy upfront capital outlay. “
Embracing digitalisation
Service and repair contracts come with fixed pricing, enabling better cashflow and cost management. MAN’s highly digitised aftersales ecosystem includes online service bookings, contactless check-ins, and extended service hours until 2:30 am minimises vehicle downtime.
Service and repair contracts ensure fixed costs and better cashflow management with no surprises. A highly digitised back-end that includes online service booking and contactless check-in at MAN service centres that operate until 2.30 am means minimal downtime.
“Drop your vehicle off after work, and it will be ready the next morning,” he said.
Both new and remanufactured MAN Genuine Parts are competitively priced and come with a two-year, unlimited mileage warranty. Combined with the brand’s long-lasting build quality, MAN vehicles are positioned to remain revenue-generating assets for years to come.
Appelt is now preparing to hit the road himself, to meet customers and deepen his understanding of the Malaysian market.
