SDAC won Henry Ford Excellence Award for outstanding performance

SDAC won Henry Ford Excellence Award for outstanding performance

KUALA LUMPUR: The sole distributor of Ford vehicles in Malaysia, SDAC (Sime Darby Auto ConneXion), has recently been bestowed with the Henry Ford Excellence Award. Earlier known as the Chairman’s Award, the said award is the highest distinction in Ford’s annual rewards and recognition programme.


  • What are the four key areas evaluated by Ford's annual rewards programme for distributors' performance?

    Four key areas evaluated by Ford's annual rewards programme for distributors' performance are - Highest level sales customer satisfaction, Highest level service customer satisfaction, Best new vehicle sales performance, and Best parts sales performance.
  • What special initiative helped SDAC in grabbing the award?

    Ford Ranger Getaways, the first and only initiative of its kind, ultimately led to SDAC winning the award.
  • Also read: Ford grabs silver at the Putra Aria Brand Awards 2022

    The award recognises SDAC’s exceptional business performance, its unwavering commitment to achieving the highest level of overall customer satisfaction and most outstanding customer initiatives rolled out in the Asia Pacific region last year. 

    SDAC won Henry Ford Excellence Award for outstanding performance

    Commenced in 2016, the annual rewards programme evaluates distributors’ performance in four key areas, including -

    • Highest level sales customer satisfaction
    • Highest level service customer satisfaction
    • Best new vehicle sales performance
    • Best parts sales performance

    SDAC grabbed the honour for Sales and Service both with the highest level of sales customer satisfaction and the highest level of service customer satisfaction for the fourth consecutive year.

    This achievement recognises SDAC as the top-performing distributor partner across 20 Ford Distributor markets in Asia Pacific and strengthens its position as one of the best Ford distributor and dealer organisations not only in the region but also in the world.

    Also read: SDAC-Ford launches a new 3S outlet in Sabah

    The prerequisites to qualify as a contender for this award included the fulfilment of several rigorous core criteria, including attaining a 100% success rate in new vehicle and parts sales targets, as well as securing a minimum of 90% in both sales and service customer satisfaction scores. The distributors who met these standards were ranked based on their combined sales and service customer satisfaction scores, from highest to lowest. 

    Ford Ranger Getaway

    Along with that, Ford also considered exceptional customer experience initiatives taken by qualified distributors, and here the SDAC’s Ford Ranger Getaways program helped it to clinch the award.

    Also read: 2023 Ford Ranger Stormtrak debuts at the 2023 Bangkok International Motor Show

    The final scores for the Henry Ford Excellence and President’s Awards were calculated on the basis of ratings derived from actual customer feedback and satisfaction surveys conducted by Ford in each distributor market.

    Upon winning the highly-covered award, Turse Zuhair, Managing Director, SDAC-Ford, said, “We are honoured to receive the 2022 Henry Ford Excellence Award, President’s Award for Sales and President’s Award for Service as a recognition of our achievements and the initiatives that we have implemented for our customers. We are equally humbled to be acknowledged for our commitment and investment in making sure customers are taken care of, well after the vehicle purchase.”

    “We are committed to providing a richer and more immersive ownership experience for customers through holistic programmes like Ford Ranger Getaways, the first and only initiative of its kind, not just in Malaysia, but across Ford’s vast distributor network,” he added.

    Also read: SDAC-Ford hosted the first-ever Ford Inner Circle event in Malaysia

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