AFI BRAKE: A Local Innovator with Global Standards

Established in 1997, AFI Brake Manufacturing Sdn. Bhd. (AFI Brake) has distinguished itself as a leading integrated producer of automotive braking friction products, catering primarily to the aftermarket sector. Situated in Kuala Terengganu, Malaysia—just a short 45-minute flight from Kuala Lumpur International Airport—AFI Brake operates at the cutting edge of braking friction product manufacturing.

The company meticulously manages every facet of its manufacturing operations, from the creation of moulds and metal stamping to the formulation of friction materials, packaging, and comprehensive research and development. Its commitment to excellence drives continual technological advancement, ensuring the delivery of superior products. Beyond AFI Brake’s proprietary brands, they provide tailored manufacturing solutions to meet their clients’ branding needs.

The company’s commitment to excellence is validated by multiple certifications, including the prestigious MS ISO 9001 Quality Management System and the internationally recognised E-Mark ECE R90 standard certification (E11). In 2011, AFI Brake’s outstanding performance earned them the Golden Bull Award, ranking them among Malaysia’s top 100 exceptional SMEs.

The implementation of advanced systems, supported by MIDA’s Domestic Investment Strategic Fund (DISF) grant, has revolutionised AFI Brake’s operations. Automated weighing batching, enhanced press processes, and the sophisticated INFOR CSI ERP system have streamlined production while reducing costs. These technological advancements position AFI Brake at the forefront of Industry 4.0 adoption in Malaysia.

AFI Brake strategically expanded globally to tap into the increasing demand for automotive disc brake pads in international markets. The company achieved a significant milestone with its E-Mark (E11) certification, a testament to its commitment to quality and compliance with stringent European safety standards. This certification not only enhanced the company’s credibility but also opened doors to markets with rigorous regulatory requirements, such as those in the United States, China, Japan and Korea. Additionally, by participating in prominent global events like the Automechanika exhibitions, AFI Brake strengthened its international brand presence and established itself as a trusted player in the global automotive aftermarket.

The company has made significant strides in international markets by actively exporting to regions such as Egypt, Saudi Arabia, Jordan and Turkey. In recognition of its achievements and contributions to Malaysia’s export industry, AFI Brake was proudly featured in MATRADE’s MDG (Market Development Grant) Success Story, highlighting its commitment to international expansion. This acknowledgement underscores the company’s role as an exemplary Malaysian manufacturer making an impact globally.

AFI Brake is dedicated to gaining further exposure and expanding its customer base by actively participating in both local and international exhibitions. These events serve as vital platforms for showcasing its high-quality products, building strategic partnerships, and enhancing Malaysia’s reputation as a hub for innovative manufacturing.

The company is committed to supporting the local community by actively hiring people from Terengganu to improve their quality of life and reduce reliance on foreign workers. By offering skilled and administrative job opportunities alongside training programmes, AFI Brake aims to foster sustainable employment and contribute to the region’s economic growth while continuously innovating and enhancing its production capabilities.

For companies considering investing in the industry and pursuing global expansion, conducting thorough market research is crucial to understand demand, competition, and emerging trends. Building strong local partnerships by hiring and training local talent not only reduces operational costs but also fosters community ties and aligns with government assistance. Prioritising quality through stringent production standards and investing in research and development ensures competitiveness and compliance with international regulations. Additionally, adopting sustainable practices is essential, as global markets increasingly favour eco-friendly businesses that contribute positively to environmental and social well-being.