Maserati has appointed Atlantis Automobili Sdn. Bhd. as its official importer and distributor in Malaysia, marking a new phase for the Italian marque in the market.
An associate company of Atlantis Motor Group, Atlantis Automobili will assume responsibility for Maserati’s operations across sales, aftersales, customer experience, brand development and network operations. The transition is positioned around continuity, with existing owners remaining a central priority as the brand enters its next chapter in Malaysia.
For a marque with more than a century of history, the appointment comes at a significant moment. Maserati is celebrating the centenary of the Trident emblem in 2026, while continuing to define its identity around Italian GranTurismo — the intersection of design, performance, craftsmanship and technology.
“Our foremost commitment is to our customers and owners,” says Dato’ Douglas Cheng Heng Lee, executive director of Atlantis Automobili. “Maserati is a brand built on heritage, craftsmanship and passion, and we fully recognise the responsibility that comes with representing such an iconic marque.”
Continuity At The Core
For Maserati’s existing customer base, the immediate focus is maintaining a seamless ownership experience throughout the transition. Atlantis Automobili says existing owners will continue to receive aftersales support and customer care, with dedicated communication channels to provide assistance and updates where required.
“Malaysia is an important market within Maserati’s Asia Pacific network, and the appointment of Atlantis Automobili marks a significant step in reinforcing our long-term commitment to customers in the country” — Julie Taieb-Doutriaux
“We understand that ownership extends far beyond the vehicle itself. It is about the relationship, the service, and the confidence that support will always be there when needed,” Cheng adds. “We are committed to ensuring that every customer experiences the level of care, attention and professionalism expected from a brand of Maserati’s stature.”
The approach reflects a broader shift in how luxury automotive brands are defining the ownership experience, where aftersales, personal relationships and long-term customer engagement increasingly carry as much weight as the product itself.
Building Maserati’s Next Chapter
Atlantis Automobili’s appointment also brings with it plans for further investment in Maserati’s Malaysian operations. The company is preparing a series of strategic enhancements spanning facilities, customer initiatives and network development, with further details expected to be announced in the coming months.
For Maserati APAC, the move reinforces Malaysia’s importance within its regional network.
“Malaysia is an important market within Maserati’s Asia Pacific network, and the appointment of Atlantis Automobili marks a significant step in reinforcing our long-term commitment to customers in the country,” says Julie Taieb-Doutriaux, head of Maserati APAC.
“Maserati is a brand built on heritage, craftsmanship and passion, and we fully recognise the responsibility that comes with representing such an iconic marque” — Dato’ Douglas Cheng
With Atlantis Motor Group’s experience across the automotive value chain, the partnership is intended to strengthen both the operational foundations and customer-facing experience of the brand in Malaysia.
The next phase will also look towards Maserati’s future product portfolio, with Atlantis Automobili set to introduce forthcoming models to Malaysian customers as it builds the brand’s presence in the market.
For now, the message is less about a change of hands than what comes next: continuity for the customers who already own a Maserati, and renewed ambition for those yet to join the marque.
