Women Driving Innovation in the Malaysia Automotive Industry
- Mar 8
- 4 min read
Every year on International Women’s Day, organisations around the world celebrate the achievements of women and their growing contributions across industries. In sectors traditionally dominated by men, such as automotive manufacturing and mobility technology, the impact of women leaders and professionals is becoming increasingly visible.
Malaysia’s automotive industry continues to evolve with the rise of digital technologies, improved customer experiences, and advanced vehicle engineering. Behind many of these developments are talented women contributing across leadership, engineering, marketing, and innovation.
At TechApps Group, we work closely with automotive retailers and technology partners across Southeast Asia, supporting digital transformation within the industry. Recognising the achievements of women across the automotive ecosystem not only celebrates their accomplishments but also inspires the next generation of professionals entering the field.
Here are five inspiring women who have made significant contributions to Malaysia’s automotive industry.
Here are five inspiring women who have made significant contributions to Malaysia’s automotive industry.
The Growing Role of Women in the Automotive Industry Malaysia:
Madoka Chujo – Leading Honda Malaysia’s Strategic Growth
Madoka Chujo became the first female Managing Director and Chief Executive Officer of Honda Malaysia when she assumed the role in April 2021. Her appointment marked a significant milestone for both Honda Malaysia and the broader automotive sector in the country.
Chujo began her career with Honda Motor Co. in 1997 and has accumulated extensive international experience throughout her career. Prior to her role in Malaysia, she served as Vice President at Honda Canada, where she was responsible for developing sales and marketing strategies for the brand.
Over the years, Chujo has held various positions across multiple markets including Japan, China, Spain, and Canada. Her leadership reflects the increasing presence of women in senior executive roles within the global automotive industry. Under her direction, Honda Malaysia continues to focus on innovation, customer satisfaction, and sustainable growth in a highly competitive automotive market.
Queenie Tham Choy Kuen – Strengthening Automotive Brand Communications
Marketing plays a crucial role in shaping how automotive brands connect with customers, and Queenie Tham Choy Kuen has been instrumental in this space. She currently serves as Head of Marketing Communications at Sime Darby Auto ConneXion, the official distributor of Ford vehicles in Malaysia.
Tham has been involved in Ford’s marketing communications since 2007. When Sime Darby Auto ConneXion became Ford’s sole distributor in Malaysia, she played a key role in establishing and developing the brand’s marketing communications infrastructure locally.
Her work has helped strengthen Ford’s brand presence in the Malaysian market through strategic campaigns, brand storytelling, and customer engagement initiatives. In recognition of her contributions to the automotive industry, Tham received the “Automotive Lady of the Year” award at the Malaysia Vehicle of the Year awards.
Her achievements highlight how effective marketing leadership can shape customer perceptions and strengthen automotive brand identity.
Serena Mazlan – Elevating Customer Experience in Automotive
Another influential figure in the Malaysian automotive sector is Serena Mazlan, who serves as Head of Service Marketing & Resource at Proton.
With more than 15 years of experience in the automotive industry, Serena has worked in various areas including product planning, project management, and marketing strategy. Prior to joining Proton, she gained industry experience through roles with UMW Toyota.
At Proton, her focus has been on enhancing customer engagement and improving after-sales service marketing initiatives. As the automotive industry becomes increasingly customer-centric, professionals like Serena play an important role in ensuring that brands deliver consistent and meaningful experiences across the entire ownership journey.
Her work demonstrates how marketing strategy and customer experience have become key pillars of success for automotive brands.
Zanita Zainuddin – Advancing Vehicle Safety Innovation
Engineering and research remain critical to the advancement of the automotive industry. Zanita Zainuddin has made significant contributions in this area through her work at Proton’s Research and Development division.
She currently serves as Head of Safety and Intelligent Drive, where she focuses on developing and improving vehicle safety systems. With more than two decades of experience at Proton, Zanita has been deeply involved in advancing safety technologies that ensure Proton vehicles meet international standards.
Her work includes the development of passive safety systems and vehicle safety engineering, which are essential components of modern automotive design. Engineers like Zanita play a crucial role in ensuring vehicles not only perform well but also protect drivers and passengers.
Her career represents the important role women continue to play in automotive engineering and technological innovation.
Yogeswary Velumany – Contributing to Manufacturing Excellence
Manufacturing remains the backbone of the automotive industry, and professionals like Yogeswary Velumany contribute significantly to improving operational efficiency within vehicle production.
Yogeswary joined Proton in 2011 and currently works as a Senior Engineer involved in Lean Manufacturing and Bill of Material management. Her work focuses on improving production processes, managing engineering changes, and ensuring efficient manufacturing operations.
Roles like hers are critical in ensuring that vehicle production runs smoothly while maintaining quality and efficiency across manufacturing lines. Her career highlights how women are increasingly entering technical and engineering roles within Malaysia’s automotive manufacturing sector.
The Growing Role of Women in Automotive
The presence of women in Malaysia’s automotive industry continues to grow across multiple disciplines from leadership and engineering to marketing and manufacturing. As the industry evolves with the adoption of digital platforms, connected technologies, and data-driven customer engagement, new opportunities are emerging for diverse talent.
Encouraging greater participation of women in technology, engineering, and leadership roles is essential for the future of the automotive sector. Diverse teams bring broader perspectives, stronger collaboration, and more innovative problem-solving capabilities.
Driving the Future Together
At TechApps Group, we believe innovation thrives when industries embrace diversity and inclusive leadership. As automotive businesses across Southeast Asia adopt digital tools and new customer engagement strategies, people from diverse backgrounds will play an important role in shaping the future of mobility.
This International Women’s Day, we celebrate the achievements of women who continue to drive innovation, leadership, and transformation across Malaysia’s automotive industry. Their contributions not only strengthen the industry today but also inspire future generations to pursue careers in automotive technology, engineering, and leadership.
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