HS Group recently refreshed its corporate logo to signal a renewed brand direction and commitment to innovation.
HS Group Accelerates Growth with New Look and Sinotruk Parts Facility
In line with this, the company also revealed plans to set up a new Sinotruk Parts Distribution Centre that is aimed at enhancing parts availability and after-sales support for Sinotruk trucks nationwide.
“This initiative reflects HS Group’s commitment to enhancing its service network and meeting the rising demand for Sinotruk parts in Malaysia,” said Director Eugene Teoh. “The idea of establishing a dedicated Sinotruk Parts Distribution Centre was first proposed several years ago in response to the growing needs of the local market. Following a market survey, the plan was endorsed by Sinotruk’s former CEO during his visit to Malaysia in 2023 and the agreement was officially signed in March this year.”
According to Eugene, the Sinotruk Parts Distribution Centre was a collaborative effort between HS Group and Sinotruk. “As one of only seven authorised Sinotruk dealers in Malaysia, HS Group is honoured to be selected for this initiative as a recognition of its capabilities. The current main warehouse of HS Group could no longer keep up with the surge in demand for Sinotruk parts, whether for older or newer vehicles,” he said.
The upcoming Sinotruk Parts Distribution Centre, Eugene explained, was aimed at serving the entire Malaysian market more efficiently. It is expected to ensure the availability of genuine parts, shorten lead times and ultimately reduce vehicle downtime. In addition, the distribution centre would enable standardised pricing as all part prices are set directly by Sinotruk.
“This strategic initiative not only reinforces HS Group’s enduring commitment to delivering faster and more efficient after-sales support with enhanced parts availability for Sinotruk customers across Malaysia but also solidifies the Group’s position as a key player in the heavy commercial vehicle sector,” he emphasised.
The new facility would be located within HS Group’s headquarters in Sungai Puyu, Butterworth, Penang. Equipped with four-storey racking systems, the centre would have a capacity of 21,600 square feet to stock more than 10,000 stock keeping units (SKUs).
“Currently, the company manages around 3,000 SKUs, mainly for the Hohan and Hohan Max series, which are stored in the existing warehouse,” he said. “With the new distribution centre, which is expected to be operational by September, all newly ordered parts would be gradually relocated there. The company also plans to expand the inventory to include parts for other Sinotruk models,” he added.
To ensure a seamless parts distribution process, he noted that Sinotruk would assign a dedicated staff to the new distribution centre and implement a specialised system. This system, known as the Sinotruk Warehouse Management system, is expected to assist the Group by effectively monitoring and managing inventory specific to Sinotruk trucks.
In addition to the upcoming distribution centre serving the northern region, Eugene pointed out that plans were also underway to establish another facility to cater to the central region of Peninsular Malaysia.
At present, HS Group operates warehouses in Klang, Selangor to serve the central region and in Johor Bahru that covers customers as far as Muar. There is also a smaller facility in Kuantan catering to the East Coast. Additionally, the company maintains a satellite warehouse in Skudai, Johor and is in the process of establishing a new one in Ayer Hitam, Johor. The upcoming distribution centre would serve as the main supply hub and distribute parts to these regional warehouses, which would in turn support the respective workshops.
Rationale behind new logo
Meanwhile, Director of Brand Marketing Teoh Soon Hui, who champion the HS Group’s transformation journey, shared the rationale behind the Group’s corporate logo rebranding.
“This year marks Hong Seng’s 60th anniversary. Since its founding in 1965, the Group grew significantly from selling engines, spare-parts, gensets and marine engines to offering used and rebuilt commercial trucks, and eventually becoming a distributor of new Chinese commercial vehicles. Today, the Group is also involved in manufacturing, asset management, property development and construction,” she said.
Teoh explained that the refreshed logo reflected the Group’s evolution and ambition in the commercial vehicle sector. “The rebranding positions Hong Seng as a forward-looking player committed to exploring and developing the commercial vehicle market through tailor-made drive-away solutions. As a niche player, the company believes it has something for every segment with a wide range of new and rebuilt vehicles, heavy construction machinery and spare-parts.”
The new logo features the letters H, S and G — short for HS Group — arranged in a cube-like shape. “The company opted for ‘HS Group’ instead of ‘Hong Seng’ to create a name that’s shorter as simplicity is the current corporate rebranding trend. With Hong Seng being a common Chinese translation word, the rebranding to HS allows the Group to be more inclusive and eases its regional expansion and international communication.
The cube’s three lines represent the Group’s core pillars: Commercial Vehicles, Machinery and Spare-Parts.”
While the logo retains the brand’s traditional colours, she noted that the tones were refreshed. “The Group chose a more vibrant blue and red to convey a younger, clearer image, especially as it pushes forward in the new commercial vehicle business where it was previously better known for rebuilt trucks.”
She added that the new logo reflected the Group’s youthful mindset, dynamic management approach and deep market understanding, demonstrating HS Group’s ability to deliver customised, comprehensive solutions backed by strong technical know-how.
Teoh noted that the rebranded logo was not officially launched yet. “The Group is currently introducing it gradually through social media and plans to change all company signages across Malaysia from 25th June,” she said.
HS集团发布新标志和设立中国重汽零部件分销中心
HS集团近期更新了企业标志，以展现该集团的全新品牌方向和对创新的承诺。与此同时，该公司也宣布将设立一个新的中国重汽（Sinotruk）零部件分销中心，旨在提升零部件供应和全国的售后支持服务。
董事张焕杰表示：“这一举措体现了HS集团加强服务网络，满足本地市场对中国重汽零部件日益增长需求的承诺。设立专门的中国重汽零部件分销中心的构想，其实早在好几年前就已提出，目的是为了应付本地市场的不断增长需求。经过市场调研后，该计划在2023年间，获得了前来大马进行访问的中国重汽前首席执行员的认可，并在今年3月正式签署协议。”
据张焕杰指出，中国重汽零部件分销中心是HS集团与中国重汽的合作成果。他说：“作为马来西亚仅有的七家中国重汽授权经销商之一，HS集团能被选中参与此项目，是对我们能力的一种肯定。目前，我们集团的主仓库已无法满足不断增长的中国重汽（无论是旧款还是新款车型）的零部件需求。”
即将落成的中国重汽零部件分销中心，张焕杰解释说，旨在为整个马来西亚市场提供高效的服务。该中心不仅有望确保原厂零部件的稳定供应，还可缩短交货时间并减少车辆的停机时间。此外，中国重汽将统一制定所有的零部件价格，实现价格标准化。
他强调说：“这一战略举措不仅强化了HS集团致力于为全国中国重汽客户提供更快速、更高效售后服务和零部件供应的坚定承诺，也进一步巩固了我们在重型商用车领域的核心地位。”
新零部件分销中心将设于HS集团位于槟城北海双溪浮油（Sungai Puyu）的总部内。该设施将配备四层货架系统，占地21,600平方尺，可储存超过10,000个库存单位（SKU）。
“目前，公司管理约3,000个SKU，主要用于豪瀚（Hohan）和豪瀚Max系列卡车，这些零部件目前存放在我们现有的仓库中。待新分销中心在9月投入运作后，所有新订购的零部件将陆续迁移至新中心。公司也计划扩大库存，涵盖更多中国重汽车型的零部件。”
为了确保顺畅的零部件分销流程，他指出，中国重汽将为新的分销中心配备专员，并采用中国重汽仓库管理系统。此系统将协助HS集团有效监控和管理中国重汽卡车零部件库存。
除了即将投入运作，为北马地区提供服务的分销中心外，张焕杰透露，该公司还计划设立另一个零部件分销中心，以满足马来西亚半岛中部的需求。
目前，HS集团已在雪兰莪巴生设有为中部地区服务的仓库，在新山也有仓库，服务范围远至麻坡。关丹亦设有一个较小的仓储设施，主要为了东海岸地区。此外，该公司在柔佛士古来设有卫星仓库，并计划在柔佛的亚依淡建设另一个新仓库。这家即将启用的零部件分销中心将作为主要供应枢纽，统一向上述区域性仓库发货，而这些仓库则负责支援各自区域内的维修厂。
新标志背后的理念
与此同时，主导HS集团转型的品牌营销总监张舜惠，谈到了该集团重塑品牌的理念。
她表示：“今年正值丰成创立60周年。自1965年成立以来，该集团从早期销售引擎、零配件、发电机组和船用引擎，逐步发展至二手与翻新商用卡车业务，并最终成为中国商用车品牌的新车分销商。如今，该集团的业务更扩展至制造、资产管理、房地产开发和建筑领域。”
张舜惠解释说，焕然一新的企业标志体现了该集团在商用车领域的发展与雄心。“此次的品牌重塑旨在将丰成塑造成为一家具前瞻性的企业，致力于通过量身定制的一站式‘Drive-away’解决方案，探索和拓展商用车市场。作为一个专注于利基市场的企业，该公司相信凭借其多样化的新车与翻新车款、重型工程机械及零部件产品，能够满足各个细分市场的不同需求。”
新标志由“H、S、G”三个字母（HS集团的缩写）组成，呈立方体形状。张舜惠表示：“我们选择使用‘HS Group’而非‘丰成’，是因为简洁正是当前企业品牌重塑的趋势。‘丰成’是公司常用的中文译名，但更名为‘HS’让我们的集团更具包容性，也更利于其区域市场拓展和国际沟通。立方体中的三条线则象征集团的三大核心业务支柱：商用车、工程机械与零部件。
张舜惠指出，虽然新标志保留了品牌原有的传统颜色，但却更新了色调。“HS集团选用了更鲜明的蓝色与红色，以展现更年轻、更清晰的品牌形象，尤其是在我们进军全新商用车市场的当下，而此前我们以翻新卡车业务闻名。”
她补充说，新标志体现了集团年轻的思维方式、充满活力的管理模式以及对市场的深刻理解，彰显出HS集团凭借强大的技术实力，有能力提供量身定制、一站式的解决方案。
张舜惠也指出，新标志尚未正式发布。“目前集团正透过社交媒体逐步推广，并计划从6月25日起在全国逐步更换公司招牌。”
