Last updated on November 23, 2025
PETALING JAYA, 22 November 2025 – Desupe Engine Oil, a rising Malaysian automotive lubricant brand, has taken an unconventional approach to market growth. Instead of starting in Peninsular Malaysia, the company first established its presence in China and Sabah, gaining crucial operational experience and market insights before entering the competitive heart of Malaysia.
“Entering China early allowed us to test our products in a challenging and highly competitive market,” Faritz Mohd Suffi, CEO of Desupe, told The Ledger Asia. “At the same time, Sabah gave us valuable lessons in serving a geographically diverse region. These experiences have prepared us well for Peninsular Malaysia, where consumer expectations are high.”
With this foundation, Desupe is now setting its sights on Peninsular Malaysia, aiming to provide drivers and automotive businesses with a reliable, high-performance lubricant. The brand emphasizes advanced engine protection, fuel efficiency, and durability, qualities that appeal to everyday drivers, automotive enthusiasts, and fleet operators alike. Further strengthening its credibility, Desupe is expected to receive the SIRIM endorsement next year, which will signal compliance with rigorous industry standards.
To boost its visibility and brand appeal, Desupe recently appointed renowned Malaysian actor Soffi Jikan as its official brand ambassador.
“Soffi embodies the values of reliability, resilience, and trust that we want Desupe to represent,” Faritz noted. “His involvement will help us connect with a wider audience across Peninsular Malaysia.”
The company’s expansion strategy also aligns with broader efforts to promote SME growth in Malaysia. By focusing on quality, certification, and strategic partnerships, Desupe not only drives its own growth but also contributes to the local automotive supply chain.
Faritz noted that supporting local service centers and distributors is central to Desupe’s vision, aiming to create opportunities for SMEs to grow alongside the brand, from retail outlets to logistics partners.
Desupe is also actively investing in digital engagement, including a Facebook presence, to educate consumers on engine care and the benefits of quality lubricants. This approach ensures that as the brand scales in Peninsular Malaysia, it brings both awareness and trust to a market that values proven performance.
From a business perspective, Desupe’s phased expansion, first into China and Sabah, then into Peninsular Malaysia, demonstrates a strategic, growth-oriented mindset typical of agile SMEs. By learning from diverse markets and gradually building local partnerships, the brand reduces risk while maximising its impact.
“Growth is about more than sales,” Faritz explained. “It’s about creating value for our partners, customers, and the broader SME ecosystem. We see ourselves as a catalyst for innovation and reliability in the automotive sector.”
As Desupe Engine Oil continues its journey, it embodies a modern SME story: strategic planning, regional experience, celebrity endorsement, and a commitment to quality, all driving sustainable growth. By combining technical excellence with an inclusive growth approach for SMEs, Desupe is poised to become a trusted choice for automotive lubrication across Malaysia.
