Chris Wailes, Managing Director Volvo Cars Malaysia and Thailand.
One of the earliest memories Chris Wailes had of Volvo dates back to childhood — wrestling with the heavy tailgate of his mother’s Volvo 240. “I must have been five or six,” he recalls. “The design, the solidity — it stayed with me.”
Today, Wailes leads Volvo Cars in Malaysia and Thailand, steering the brand through two of Southeast Asia’s most dynamic markets. As Managing Director, Wailes plays a key role in advancing Volvo’s regional ambitions, especially in the electric vehicle (EV) segment. Yet for him, Volvo represents more than just engineering.
“Anyone can build a car,” he says. “What matters is the ownership experience — that loyalty and emotional connection.”
ENHANCING THE EXPERIENCE
Wailes is helping to drive the brand’s ambitions in two key Southeast Asian markets.
Long-term thinking remains at the core of Volvo’s local strategy. “This market is important to us,” he stresses. “That’s why we focus on balance and flexibility. Ultimately, it’s the customer who shapes everything — meeting their needs is our top priority.”
This focus undoubtedly underpins Volvo’s evolving lifestyle strategy, including initiatives like the Volvo Padel Open. “These events go beyond marketing,” Wailes explains. “They let people engage with Volvo on a different level — building excitement, awareness, and, most importantly, connection.”
Such immersive experiences cultivate brand affinity in a more personal way. That emotional link is especially strong in Malaysia, where Volvo has operated a CKD (completely knocked down) assembly plant since 1966.
“That heritage matters,” Wailes affirms. “It’s a symbol of our long-term commitment. We’ve been here for nearly 60 years, and we’re here to stay.” In recent months, Malaysia’s premium segment has been a challenging space, but Wailes remains confident.
“Anyone can build a car,” he says. “What matters is the ownership experience — that loyalty and emotional connection.” – Chris Wailes
“The market is facing headwinds, but we’re maintaining our share through the right tools and products.” Rather than fearing competition, he welcomes it.
“New brands entering the market increase awareness and accelerate EV adoption — that, benefits all of us. For Volvo, it’s about having the right offer for every type of consumer.”
CHARGING AHEAD
On the subject of electrics, Wailes acknowledges that EVs are not for everyone. “But in the near future? Very likely,” he opines. “Battery technology is advancing quickly. Just a few years ago, EVs had 180km of range and took 14 hours to charge.
Today, we’re seeing 600km ranges with 30-minute fast charging. The pace of change is extraordinary — agility is crucial.” Volvo’s most recent offering — its flagship electric SUV, the EX90 — is already exceeding expectations.
“We’ve requested additional units for Malaysia,” reveals Wailes. “Many early buyers have upgraded from the XC90, which is encouraging. But our real opportunity lies in attracting those who’ve never driven a Volvo before.” Looking ahead, Wailes is cautiously optimistic.
“There’s a lot happening behind the scenes. Our product pipeline extends well beyond 2030, so watch this space.” Following the success of four fully electric SUVs, Volvo will launch its first fully electric saloon, the ES90, in early 2026.
“It’s not your typical sedan,” he adds. “With 800V architecture and minimalist Scandinavian design, it offers ultra-fast charging and distinct performance. It’s a compelling option for those who still value the sedan experience.”
In a disruptive automotive landscape, Volvo delivers a more refined luxury — one built on heritage, shaped by design, and defined by experience.
(Images: Volvo Car Malaysia)
