In 1980
When Action was founded in 1980, it operated from a small half shop on Perhentian Road in Sentul, Kuala Lumpur, equipped with just three tables and two telephone lines, primarily offering telephone services
Our Story
Your Trusted Partner in Automotive Aftermarket Solutions
From a family business to a multi-division leader in the automotive aftermarket supplying automotive spare-parts for the aftermarket.
Our Story
Founded in 1980, Action Group has grown into a trusted leader in automotive spare parts, lubricants, filters, and car care solutions. We partner with global and local brands to deliver quality, reliability, and value — supporting dealers/retailers, workshops and drivers across Malaysia. More than a supplier, we’re your partner in keeping every journey moving.
OUR BEGINNING
Action Group began its journey in 1980, founded by Mr. Lim Yong Liak, the late Mr. Lim Yong Hway, and Mr. Lim Chong Huat.
Starting from a small, family-run business in Sentul, Kuala Lumpur — with only three desks, two phone lines, and strong determination — the founders built a company grounded in sincerity and perseverance.
Though resources were limited, the founders shared a clear purpose — to build a trustworthy enterprise through dedication and teamwork. Their commitment to doing things the right way earned Action a solid foundation of credibility and respect, shaping the company’s culture of sincerity and continuous growth.
Over the years, Action has evolved from a small trading business into a diversified group spanning automotive parts, chemicals, and digital service solutions — continuing its vision to create a better life together.
OUR PHILOSOPHY
The four fundamental values of our philosophy are SINCERITY, INNOVATION, PROGRESSIVENESS & SHARING.
Together We Create a Better Life
We are dedicated to enhancing life quality and promoting positive values. By upholding excellence and serving as a model corporate entity, we strive to contribute to the prosperity of both society and the nation.Our four key figures at Action Group, embodying the vibrant spirit of the organisation, have deeply instilled the values of sincerity, innovation, progressiveness and shared prosperity within themselves. They actively pursue Action’s philosophy of “Together We Create a Better Life”.
Sincerity
Sincerity is the norm of the moral character of Actionist, it emphasizes honesty and good personality, and attaches importance to learning to be a person first, then learning to do things, to cultivate businessmen with excellent values.
Innovation
Innovation is the essence of a corporation and a crucial element to maintain the competitiveness of a corporation. We encourage colleagues to be innovative and focus on making good use of resources, improving work performance and creating value.
Progressiveness
We advocate the spirit of pursuing excellence. No matter in terms of concept, professional knowledge and technology, we are constantly improving ourselves, seeking truth from facts, and devoted to improving productivity, product quality and service quality, and establishing the foundation for the sustainable operation of the corporation.
Sharing
Sharing is the basic goal of life. We firmly believe that no one can be alone. Only by co-existing, sharing and mutual benefit can maintain a harmonious and long-lasting cooperative relationship.
OUR BUSINESS
Our business scope has expanded from auto spare parts in the entrepreneurial period to transportation spare parts, auto maintenance products, engine oil, international trade and investment.
In response to the trend of globalization, diversification and specialization, ACTION’s business has developed from local to international, its import and export business covers Southeast Asia, Northeast Asia, Europe, Australia and other countries.
We are constantly innovating and seek changes keep pace with the time in business development and management which stimulates unlimited potential to achieve the corporate vision.
OUR BUSINESS NETWORK
Our business covers all over Malaysia, Southeast Asia, and Northeast Asia, serving auto spare parts wholesalers, agents, etc.
ACTION and customers build a harmonious partnership based on mutual gain and trust.
ACTION emphasizes customer satisfaction, serves customers with a sincere attitude, and provides excellent products.
OUR PEOPLE
ACTION implements the corporate culture with excellent values, emphasizes decency and sustainable operation, and attaches importance to talent cultivation.
ACTION advocates full employee management, co-entrepreneurship, and attracts outstanding Actionist as shareholders to achieve the goal of sustainable operation.
ACTION also promotes public welfare through ACTION Foundation and carry out corporate social responsibility.
PROSPECT
In the field of business, ACTION has gradually expanded from the auto spare parts industry to auto maintenance products, engine oil, etc.; and even created its own brand.
In marketing, in addition to the traditional market, ACTION has also expanded its business to international marketing network, allowing the development of online and offline business.
ACTION aspires to be a century-old corporate group through excellent corporate culture, talent cultivation and sustainable business operation.
OUR BEGINNING
OUR BEGINNING
Action Group began its journey in 1980, founded by Mr. Lim Yong Liak, the late Mr. Lim Yong Hway, and Mr. Lim Chong Huat.
Starting from a small, family-run business in Sentul, Kuala Lumpur — with only three desks, two phone lines, and strong determination — the founders built a company grounded in sincerity and perseverance.
Though resources were limited, the founders shared a clear purpose — to build a trustworthy enterprise through dedication and teamwork. Their commitment to doing things the right way earned Action a solid foundation of credibility and respect, shaping the company’s culture of sincerity and continuous growth.
Over the years, Action has evolved from a small trading business into a diversified group spanning automotive parts, chemicals, and digital service solutions — continuing its vision to create a better life together.
OUR PHILOSOPHY
OUR PHILOSOPHY
The four fundamental values of our philosophy are SINCERITY, INNOVATION, PROGRESSIVENESS & SHARING.
Together We Create a Better Life
We are dedicated to enhancing life quality and promoting positive values. By upholding excellence and serving as a model corporate entity, we strive to contribute to the prosperity of both society and the nation.Our four key figures at Action Group, embodying the vibrant spirit of the organisation, have deeply instilled the values of sincerity, innovation, progressiveness and shared prosperity within themselves. They actively pursue Action’s philosophy of “Together We Create a Better Life”.
Sincerity
Sincerity is the norm of the moral character of Actionist, it emphasizes honesty and good personality, and attaches importance to learning to be a person first, then learning to do things, to cultivate businessmen with excellent values.
Innovation
Innovation is the essence of a corporation and a crucial element to maintain the competitiveness of a corporation. We encourage colleagues to be innovative and focus on making good use of resources, improving work performance and creating value.
Progressiveness
We advocate the spirit of pursuing excellence. No matter in terms of concept, professional knowledge and technology, we are constantly improving ourselves, seeking truth from facts, and devoted to improving productivity, product quality and service quality, and establishing the foundation for the sustainable operation of the corporation.
Sharing
Sharing is the basic goal of life. We firmly believe that no one can be alone. Only by co-existing, sharing and mutual benefit can maintain a harmonious and long-lasting cooperative relationship.
OUR SERVICE
OUR BUSINESS
Our business scope has expanded from auto spare parts in the entrepreneurial period to transportation spare parts, auto maintenance products, engine oil, international trade and investment.
In response to the trend of globalization, diversification and specialization, ACTION’s business has developed from local to international, its import and export business covers Southeast Asia, Northeast Asia, Europe, Australia and other countries.
We are constantly innovating and seek changes keep pace with the time in business development and management which stimulates unlimited potential to achieve the corporate vision.
OUR BUSINESS NETWORK
Our business covers all over Malaysia, Southeast Asia, and Northeast Asia, serving auto spare parts wholesalers, agents, etc.
ACTION and customers build a harmonious partnership based on mutual gain and trust.
ACTION emphasizes customer satisfaction, serves customers with a sincere attitude, and provides excellent products.
OUR PEOPLE
OUR PEOPLE
ACTION implements the corporate culture with excellent values, emphasizes decency and sustainable operation, and attaches importance to talent cultivation.
ACTION advocates full employee management, co-entrepreneurship, and attracts outstanding Actionist as shareholders to achieve the goal of sustainable operation.
ACTION also promotes public welfare through ACTION Foundation and carry out corporate social responsibility.
PROSPECT
PROSPECT
In the field of business, ACTION has gradually expanded from the auto spare parts industry to auto maintenance products, engine oil, etc.; and even created its own brand.
In marketing, in addition to the traditional market, ACTION has also expanded its business to international marketing network, allowing the development of online and offline business.
ACTION aspires to be a century-old corporate group through excellent corporate culture, talent cultivation and sustainable business operation.
Timeline
Our Story Timeline
1980
In 1983
Action moved to Jalan Haji Salleh in Sentul, starting its wholesale and retail operations. Thereafter was appointed as an agent by several major auto parts distributors, including Toyota, Suzuki and Daihatsu. At the same time, Action also began to secure exclusive distributorships for various Japanese automobile and electrical products, such as Fuji Carbon.
1983
In 1988
Action implemented computerised accounting and expanded its premises
1988
In 1993
Action purchased a factory lot in Segambut, an area known for its concentration of auto parts dealers
1993
In 2004
Actions started its chemical business in Malaysia with the establishment of Chemisch CTP Sdn Bhd
2004
In 2005
Action established a joint venture with a German partner in Hong Kong (Action Bluemotive Asia Ltd) to develop the chemical products markets in China
2005
In 2014
Action officially established the Action Bluemotive Pacific (ABP) department to expand its automotive chemical business in the Southeast Asia region.
2014
In 2015
Action Bluechem Technology Co. Ltd. was established in Shunde, Guangdong, China as the automotive chemical supply chain base for Action Group
2015
In 2017
Action Group's Headquarter in Kuala Lumpur was renovated
2017
In 2020
AutoX3 software was launched in Beijing, China, making communication easier and providing car owners with a transparent and reassuring inspection and repair experience
2020
In 2022
Action Group’s China office relocated to a new facility in Shunde Electric Vehicle Town
2022
In 2023
Das Malaysia Automotive service center officially launched, providing services to car owners across Malaysia
2023
Action Group
Why Choose Us
ActionGroup is your one-stop solution — offering trusted brands,
competitive pricing, and fast, reliable delivery.
Board of Directors
Together, We Lead. Together, We Grow.
Our leadership team brings experience, vision, and dedication guiding Action Group toward sustainable progress and shared success.
Albert Lim Chong Huat
Executive Chairman
Sunny Chang Khong
Managing Director
Wee Choe Heong
Executive Director
Pang Kim Loon
Director - Business Development
Tam Kok Yuen
Director - Corporate Development
Amos Lim
Director - Supply Chain & Public Relations
Awards
Action Group Awards
