Malaysia-Made C27 Nissan Serena S-Hybrid Launches In Thailand

The C27-gen Nissan Serena S-Hybrid MPV has officially launched in Thailand, and it is a Malaysian-made offering sourced from Edaran Tan Chong Motor (ETCM).

As noted prior in our Nissan Kick e-Power First Drive report, local Nissan brand assemblers and distributors Edaran Tan Chong Motor (ETCM) was able to secure said electrified B-SUV from its Thailand counterparts through a straight swap for one of the local firm’s locally built (CKD) models.

The model traded in this swap is none other than the C27-generation Nissan Serena S-Hybrid MPV, and it was just officially launched by Nissan Thailand this week during the opening day of the Thailand International Motor Expo 2024 held in the Kingdom’s capital of Bangkok.

Surprisingly, Nissan Thailand also elected to preview the C28-gen Serena successor alongside the C27-gen model the firm just launched. The reasons for which are surprisingly simple too, as detailed below.

Surprisingly, Nissan Thailand also elected to preview the next-generation (C28) successor of said nameplate alongside which. To refresh your  memory, the new C28-gen Serena MPV first debuted in late 2022 packing the automaker’s newest e-Power electrified powertrain package.

Presently, the C28-gen model is only on sale in select markets in this region, namely Singapore and Indonesia. Though Nissan Thailand has opened registration of interest for it, the firm will still market the C27-gen model supplied by ETCM for the time being.

The C28-gen Serena model is set for launch in both Malaysia and Thailand sometime in 2025, and all signs indicate that ETCM will produce it for both markets too.

The reasons behind this are simple. Firstly, Nissan Thailand is in dire need of a brand new model for its dealers to push and ramp up its sales. The Malaysian-made MPV with dual sliding doors plus split rear tailgate hatch and three-rows of seats fills the void for Nissan Thailand.

Secondly, the C28-gen successor is only set to launch both in Malaysia and Thailand sometime in 2025. Additionally, all signs also indicate that ETCM will produce said model for both markets, thus requiring some time to establish and ramp up production for which.

Promotional images published by Nissan Thailand showcasing the C27 Serena S-Hybrid's dual-sliding doors, split tailgate hatch and spacious cabin with three-row seating.

Nonetheless, this move marks a huge win for ETCM and the Malaysian automotive industry. With no less than 40% of its parts sourced locally, the C27-gen Serena’s production by the firm at its Serendah plant and Thai export effort benefits the industry in terms of jobs and revenue generation. 

For the Thai market, just one variant of the C27-gen Serena S-Hybrid is marketed under the ASEAN Trade in Goods Agreement (ATIGA), formerly known as AFTA. In turn, the model benefits with a waiver of import taxes to make it price more agreeable for Thai buyers.

We've sampled the C27-gen Serena S-Hybrid sometime back where we noted its spaciousness, high practicality, and overall versatility as a daily-driven MPV. 

Despite so, the Serena S-Hybrid in Thailand unsurprisingly commands a higher price tag of THB1,469,000 – approx. RM190,444. For reference, ETCM offers the Serena S-Hybrid in base Highway Star trim at RM149,888 and in Premium Highway Star guise above which at RM163,888.

Essentially, Thai buyers are getting the same 2.0-litre 4-cyl petrol mild-hybrid mill plus CVT automatic powertrain package rated at 150 PS and 200 NM under the hood. The only big difference we can see here is the Thai model’s adoption of a larger 10.1-inch Kenwood infotainment touchscreen unit.

There are little to no changes to note in the Thai-spec C27 Serena S-Hybrid versus ours apart from its adoption of a larger 10.1-inch Kenwood touchscreen unit, and the availability of just two paintjob options.

Mirrored too is safety, with said Thai-bound model boasting six airbags, stability control, autonomous emergency braking, lane departure warning, blind spot monitor, driver attention alert, as well as rear cross-traffic alert.

Lastly, the ETCM-supplied Serena S-Hybrid for Thailand sees just two colours offered – black and white.