AUX Air-conditioners: Making a Strong Entrance into the Malaysian Market

AUX air-conditioners may be a newcomer into the air-conditioner market in Malaysia, but it produces top quality air-conditioner products with cutting edge technology. Having been known for its quiet operations and efficient energy management, the brand had achieved its target in Malaysia after entering the country's market in 2024.

Founded in 1986, the AUX Group started as a small factory with just 7 employees. Today, it has grown into a conglomerate with over 40,000 employees, spanning five major industries - air conditioning, power utilisation, power distribution, new energy and medical services. With 14 manufacturing bases and 6 research and development centres globally, including one in Japan, AUX operates in 140 countries and regions, earning widespread acclaim from global partners and maintaining consistent sales growth.

"The air conditioner market in Malaysia is very mature, with many air-cond brands here vying for an ever growing market base. It is a very competitive market, but we believe we can gain more market share through our customer-first policy," said David Ma, Deputy CEO of AUX Cloud Commerce (Malaysia) Sdn Bhd at AUX's first nationwide Dealers Conference in Bandar Sg Long, Selangor on 15 March 2025.

Elaborating further, Ma said they want to continuously improve on their customer service, putting customers as priority, and incorporating their feedback so that they continue to make better products.

This statement is further enhanced with AUX's commitment to its customers with its after sales service policy in Malaysia, known as the "3/4/5" warranty policy. Applicable to residential wall-mounted and light commercial ceiling cassette units, the warranty covers 3 years for whole units, 4 years for Printed Circuit Board (PCB) and 5 years for compressor, including labour, refrigerant and on-site service costs.

In order to deliver high-quality air conditioning products tailored to Malaysian consumers, AUX conducted extensive market research and customer visits. The result was the launch of the C-series inverter wall-mounted units in 2024, designed specifically for Malaysia's climate. The air-cond units feature strong cooling performance, low energy consumption, quiet operation, comfort, durability and ease of installation and maintenance.

In the second half of 2024, AUX Malaysia introduced the new M-series wall-mounted units, which are also inverter models. The M-series models have received 5-star energy efficiency ratings, significantly reducing electricity costs. The M-series also adds a UVC Sterilisation function, which emits UV-C light to eliminate bacteria, viruses and molds from the air flow, improving indoor air quality and reducing the risk of airborne infections and allergens. The M-series air-cond also has Wi-Fi Smart Control, for remote operation via smartphones.

These residential air-cond units are luxurious yet affordably priced, depending on the customisation of the air-cond unit.

Additionally, AUX simplified the installation process by incorporating a built-in bubble level for precision, and reinforced mounting brackets for easier installation and maintenance.

Besides that, they also have light commercial units designed for light commercial areas such as office buildings, and heavy duty units designed for industrial area cooling such as hotels, airports and factories, using their Vary Refrigerant Flow (VRF) technology to provide temperature cooling in an efficient manner.

All air-cond units are equipped with the Golden Fins, which is an anti-corrosive golden coating that makes it more resistant to salty air, rain and other corrosive elements, enhancing durability in Malaysia’s hot and humid coastal environment.

David said they are planning to incorporate artificial intelligence (AI) elements into the air-cond units.

“We already have air-conditioners with Smart voice control. Soon, we might incorporate AI and cloud computing into the mix, to promote more energy efficiency and automate our air-conditioners so that it can incorporate what the customer needs into their air-cond units,” he said.

He added that AUX Malaysia will strengthen its presence in the local air-conditioning market in 2025, by increasing marketing investments to support promotional activities, exhibitions, technician training, in-store promotions and online advertising, further enhancing brand awareness and market influence.