Title: Challenges and Strategies of Malaysian Automotive: A Literature Review 2016-2018
Abstract: Malaysia automotive industry is facing extraordinary challenges from global competition such as foreign brands through trade liberalization and the changes in customer behavior.Unfortunately, The National Automotive Policy (NAP) still not fully transformed Malaysian automotive industries into a globally competitive and export-oriented sector.Hence, more research needed to find out more strategies to overcome every single challenge.This paper aims to study the latest of Malaysia automotive industry's challenges and strategies comprehensively.Based on the review and analysis of the literature, there are nine main strategies to overcome various challenges in Malaysia such as; Energy Efficient Vehicles (EEV), End-of-Life Vehicle (ELV), sustainability of automotive industry, performance monitoring, collaboration, management of automotive business, New Product Development (NPD), customer engagement and employees continuous improvement.Most of the studies related to "going green" such as the ELV, EEV, and sustainability of the automotive industry, but still lack study about NPD even though it is important for the industry's survival.As a result, further research on NPD specifically for cross-functional team empirically in the future due to the cross-functional team is one of the factors of NPD success.Total 46 the most relevant articles have been chosen from various journals and databases between the year 2016 and 2018 with keywords "Malaysia" and "Automotive" for the most updated review.The challenges and strategies reviewed due to other than as guidance for further research, it can help companies to improve the strategies suitable to the challenges they are facing.From author knowledge, no studies about a comprehensive review on Malaysia automotive industry's challenges and strategies as most of the study focus on a certain topic such as on quality management.