SINTOK, 19 January 2026: Universiti Utara Malaysia (UUM) continues to strengthen its strategic engagement with the country’s automotive industry following the organisation of a Strategic Collaboration Discussion Meeting with Perodua at the EDC Hotel, Universiti Utara Malaysia, yesterday.
The meeting aimed to solidify university-industry collaboration, particularly in the aspects of branding, student development and exploration of long-term strategic collaboration opportunities that offer mutual benefits.
Among the key agenda discussed was a proposal to rebrand UUM’s Student Residential Hall (INASIS) which included the renaming of INASIS Petronas to INASIS Perodua. Also deliberated was the branding of the Arena Hall at the UUM Sports Centre, as part of the campus’ strategic branding initiative.
The discussion also explored potential collaborations involving the provision of Perodua vehicle rental services on campus, the establishment of a Perodua vehicle workshop facility at UUM Sintok as well as other strategic initiatives in the future that have the potential to support the university’s needs and student welfare.
UUM Vice-Chancellor, Prof. Dr Ahmad Martadha Mohamed, said the proposed collaboration aligns with UUM’s identity as a management-focused university which, since its establishment in 1982, has always emphasised close relations with industry partners.
“Through this strategic collaboration, various initiatives can be implemented, including dynamic campus branding under the Perodua brand, the placement of the latest vehicle models as exhibits, and the positioning of UUM as a venue for automotive exhibitions or product launches,” he said.
He also added that the collaboration is also expected to bring about direct benefits to student through initiatives such as food bank programmes, the provision of assistance equipment, the organisation of career fairs in conjunction with convocations, as well as industry support in terms of logistics and transportation.
In addition, UUM expressed its readiness to contribute its academic expertise to industry partners through the professional training programmes, human resource development programmes and consultancy services. UUM possesses extensive expertise in the fields of accounting, law, banking and Islamic finance as well as strategic and management studies.
“With the breadth and depth of its expertise, UUM remains open to serving as a strategic partner of the industry in the organisation of training programmes, workshops and strategic meetings,” he added.
Meanwhile, Dato’ Sri Zainal Abidin Ahmad, President and Chief Executive Officer of Perodua, said that the current industrial development approach is no longer focused solely on engineering aspects, but rather placing greater emphasis on market creation, product development and sustainable management strategies.
According to him, university-industry collaboration must extend beyond traditional models to include research development, innovation, marketing strategies, and the application of digital technologies, in order to ensure the sustainability.
He described UUM as an institution with significant potential due to its robust academic ecosystem and large student population, especially in the fields of management, marketing and digital technology, which align closely with the evolving direction of the automotive industry and future mobility.
He expressed hope that the strategic collaboration discussed between Perodua and UUM could be implemented in stages, delivering mutual benefits, while contributing to the advancement of both the university and the country’s automotive sector.
The organisation of this meeting also reflects the shared commitment of UUM and Perodua in building a sustainable, dynamic, and high-impact university-industry collaboration ecosystem.
The Perodua delegation was also taken on a campus tour, which included visits to several locations around the campus namely the Welcome Centre, Petronas Student Residential Hall, Varsity Mall, vehicle workshop facilities, and the UUM Sports Centre Arena.
