The used car market in Malaysia is rapidly evolving, driven by rising new car prices and growing demand for affordable, reliable alternatives. Dealerships are adopting more customer-centric, tech-enabled models, offering financing assistance, certified vehicles, and digital platforms to better serve everyday Malaysians.

Among the early movers is Tiger Motors Sdn Bhd, a Kuching-based dealership that earned the SME100 Award in 2024 for its innovation and business growth. The company stood out by introducing structured inspections, respray services, and financial support for underserved buyers. Its success reflects a broader industry shift: from transactional car sales to trust-based, long-term customer value.

From Survival to Scalable Success

Tiger Motors was born out of a crisis. In 2020, when the pandemic devastated the Airbnb business of Kevin Kho Ka Yong, a Sarawak-born entrepreneur and now Managing Director of Tiger Motors, he pivoted into the used car market with limited capital and a loan driven not by a grand vision, but by the need to survive and support his family. 

Founded in 2021, the company quickly found its purpose: helping everyday Malaysians own quality cars. Kevin noticed many buyers struggled with down payments, which led to the creation of Tiger Financial Assistance (TFA), a programme that helps bridge shortfalls banks won’t cover. 

Each Tiger Certified Car undergoes a 128-point inspection and a full respray, with free statewide delivery extending their reach across Sarawak. Backed by a lean team of just six, Tiger Motors runs on empathy, trust, and smart systems not hierarchy. 

Kevin fosters a culture of flexibility and care, while the team relies on a custom-built digital platform that tracks inventory, customer data, and loan applications in real-time. This allows them to stay agile, make data-driven decisions, and deliver a fast, professional customer experience that builds lasting trust.

How Digital Innovation Fuels Stability 
In a competitive used car market, Tiger Motors uses digital innovation to stay agile and efficient. Founder Kevin Kho believes smart systems, not size, give them an edge.

“We’re a small team, so to compete with bigger dealerships, we need to be smarter, not just busier,” he says.

Their custom-built system tracks everything from customer preferences to inventory turnover. It not only helps the team make better stocking decisions but also alerts staff instantly when new vehicles arrive no more manual updates or delays. This ensures faster response times and builds customer trust.

The platform also tracks profit margins and demand trends, enabling the team to focus on what sells best. By combining data with personal service, Tiger Motors runs lean, fast, and effectively proof that small teams can still lead with impact.

Tiger Motors Grows by Solving Real Problems
For many SMEs, scaling is one of the hardest parts of the business journey. Growth doesn’t come from guessing it comes from listening.

“To really scale, you first need to understand what your customers actually need. It’s not just about stocking up cars and waiting for buyers. That’s only part of the equation.” Kevin says. 

Operating primarily in Sarawak’s used car market, Tiger Motors focuses on national brands like Proton and Perodua, which are especially popular among Malaysia’s lower- to middle-income groups. That means financial concerns particularly down payments and monthly commitments are among the biggest hurdles for customers.

To address this, the company doesn’t just sell cars it provides financial solutions. Through its in-house programme, Tiger Financial Assistance (TFA), customers who struggle to get full loan coverage from banks can get help with their down payment. But Kevin makes it clear: responsibility comes first.

“Even if we help with the down payment, we make sure the customer’s monthly commitment is still manageable. We don’t want to put anyone in a tough spot just to make a sale.”

This approach solving problems before selling products has helped Tiger Motors scale sustainably. By constantly tracking what customers need, want, and can afford, the company ensures that every car brought into stock is in demand and well-matched to its target market.

IPO is the Dream 
The idea of going public through an Initial Public Offering (IPO) is the ultimate milestone. For Kevin, it’s a goal firmly on the horizon but not a race to the finish.

“I believe being IPO-ready is a natural progression for any business that wants to go big. If you want to scale fast and sustainably, IPO is one of the clearest paths to do it.” he says. 

While Tiger Motors is still in its early stages, Kevin acknowledges the value of preparing for that possibility early. Being IPO-ready doesn’t just mean reaching a certain size it also means building the right internal systems, governance, and growth fundamentals.

“It’s a long journey ahead for us, but it’s definitely something we aspire to achieve in the future.”

For now, the focus remains on steady, sustainable growth one step at a time. And if the foundation is strong, the dream of going public may not be as far off as it seems.

A Stamp of Credibility
Winning a prestigious award like the SME100 Award is a mark of excellence and a way to stand out in a crowded market. It’s more than just a badge of honour; it’s a tool that subtly but powerfully strengthens their brand credibility and opens new doors.

“We use the SME100 Award across all our marketing — brochures, digital ads, you name it. It helps customers feel a bit more confident when dealing with us compared to others.”

While the award may not have dramatically shifted consumer behaviour overnight, its true value has emerged in less obvious but highly impactful ways particularly in financial and business dealings. Kevin notes that the award plays a major role when engaging with banks and lenders.

“When bankers visit our showroom and see the award, it instantly builds trust, most have never seen a used car dealership in Kuching with that kind of recognition. That alone gets us halfway through the door.” he shares. 

In a sector where credibility can be hard to prove, the SME100 recognition offers third-party validation making business loans easier to secure and setting Tiger Motors apart as a serious, well-run operation. It’s not just about impressing customers it’s about proving to institutions that they’re investing in a business built for long-term success.

Kevin Shares Practical Advice 
Kevin’s advice is clear: “Identify market gaps and make your process efficient.”

Start with what your customer needs. Then build systems that deliver consistently, even with limited resources. It’s this mindset that helped Tiger Motors grow steadily with a small team.

In a crowded market, Tiger Motors shows that real impact doesn’t require a big headcount, just a clear mission, smart systems, and heart-led leadership.

To learn more about Tiger Motors and its journey, visit https://www.tigermotors.com.my/. 

This series of Business Stories is in collaboration with the SME100 award.

The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.