CAM is a local light commercial vehicle brand in Malaysia, established in 2009 by R&A Marketing Sdn Bhd, a subsidiary of the Sendok Group. The Sendok Group began in the 1980s in the used vehicle and parts trade and has since gradually evolved into a diversified automotive enterprise.
The brand name CAM stands for "Consistency, Activity, Mobility," encompassing the enterprise's integrated philosophy across three dimensions: product consistency, business activity, and mobility solutions. CAM is committed to providing light commercial vehicles that are "competitively priced and durable" for Malaysian SMEs, municipal units, and logistics operators. Its product range covers 10 to 18‑seat passenger vans, minibuses, 1 to 3‑ton light trucks, pickups, RVs, as well as heavy trucks and mining vehicles, spanning all categories of commercial vehicles.
CAM is also one of the market pioneers for commercial electric vehicles (Electric Van, EV) in Malaysia. In 2022, the brand launched its first all‑electric van, the CAM EC35, taking the first step toward green mobility. The group has established a complete domestic assembly layout headquartered at its Klang, Selangor factory, supported by a strong nationwide dealer network and service system, and is committed to becoming the most comprehensive automotive solution provider in Malaysia.
CAM represents a phased strategic shift in the Sendok Group's expansion within the Malaysian commercial vehicle industry. The group's evolution—from parts trading to used truck refurbishment and finally to independent brand assembly—is clearly visible.
Decades of Cultivation Lead to an Independent Brand: The Sendok Group was founded in 1980 and has over 40 years of automotive industry experience. Its business covers auto parts trading, used truck refurbishment and sales, whole vehicle exports, and commercial vehicle assembly. The year 2009 marked the birth of the CAM brand, signaling the Sendok Group's fundamental transition from a trader's perspective to a commercial vehicle manufacturer. This move filled a gap in the Malaysian market for cost‑effective, locally branded light commercial vehicles and represented the group's strategic commitment to deepening its OEM role.
Rapid Expansion of the Product Line: In 2010, CAM launched Malaysia's first 18‑seat Placer‑X, which featured an industry‑leading length and was designed to meet the high passenger capacity demands of long‑distance travel and group transport. In 2015, CAM introduced an RV motorhome configuration based on a pickup chassis, entering the niche commercial vehicle segment for outdoor travel and mobile work scenarios. In 2019, CAM formed a close partnership with China's Xiamen King Long Automobile Industrial Co., Ltd. (King Long), a company with deep expertise in bus manufacturing, and launched the CAM Kingo commercial vehicle series, further consolidating its presence in the 15‑ to 18‑seat premium commercial passenger transport and urban logistics segments.
Proactive Advancement in the EV Era: The Sendok Group had already begun exploring electric vehicle plans in 2019, with the CAM Kingo electric vehicle series in its planning pipeline. In January 2022, CAM launched its first electric van, the CAM EC35. In November 2023, the larger, brand‑new electric van, the CAM EA4, was officially introduced to the market. In the first quarter of 2026, CAM will launch the Jenhoo CAM EV48, a pure electric commercial van, followed in the second quarter by a micro pure electric Microvan targeting the last‑mile freight segment.
CAM's brand matrix comprehensively covers all dimensions of commercial transportation needs, from fuel to electric and from micro delivery vehicles to heavy mining vehicles. The product lines are currently supported by two technical routes: fuel vehicles and electric vehicles.
Core Product Line of Fuel Commercial Vehicles
Co-Star Business Van / Van Series: The Placer X is CAM's flagship 18‑seat large passenger‑cargo multi‑purpose vehicle. CAM launched a 6‑speed automatic transmission version in 2024 to improve comfort and fuel efficiency, meeting the needs of bus drivers and transport companies. The Kingo series is a 15‑ to 18‑seat high‑end business passenger vehicle series co‑branded by CAM and Xiamen King Long, offering standard passenger‑cargo dual‑use versions subdivided into four configurations. The Co‑Star light commercial van series covers 12‑seat models, cargo toolboxes, and other practical configurations, with powertrains compatible with both manual and automatic transmissions.
Pickup and Light/Medium Truck Series: In the 1–3 ton light truck and pickup segment, CAM's vehicle lineup is relatively complete, including CANTER truck configurations and various special‑purpose tool vehicles. CAM's heavy trucks and mining‑specific models represent another direction, serving the mining and heavy construction sectors. CAM's RV product line, derived from the pickup platform starting in 2015, quickly became a standard option for outdoor workers and tourism operators.
New Energy EV Commercial Vehicle Product Line
CAM EA4 Full‑size Passenger‑Cargo Electric Vehicle Series: The CAM EA4 is imported entirely as a completely built‑up (CBU) unit from China. It is equipped with dual LED airbags and an electronic safety stability system, and uses a lithium iron phosphate (LFP) battery pack. Two battery options are available: 60.1 kWh and 86.1 kWh, with an NEDC range of up to 400 km. Pricing starts from RM 215,800, and the vehicle comes with a six‑year / 200,000 km warranty.
Jenhoo CAM EV48 Fully Electric Van: The EV48 is the first collaboration model between CAM and Chinese new energy commercial vehicle manufacturer Jenhoo. It is equipped with a CATL 53.58 kWh lithium iron phosphate (LFP) battery pack, offering a CLTC‑standard range of 390 km. The vehicle features rear‑wheel drive, a cargo volume of 6 m³, and a rated load of 1.4 tons. The estimated retail price is approximately RM 150,000, with an official launch scheduled for early 2026.
CAM EV Microvan Mini Electric Van: This tiny single‑seat pure electric van is based on the Nextem Vaquita platform from Hong Kong. It measures 3.5 m in length and only 1.24 m in width. Powered by a 15.97 kWh lithium iron phosphate (LFP) battery, it has a range of 150 km, a top speed of 80 km/h, and a payload of 255 kg. The pre‑sale price is approximately RM 65,000, and the launch is scheduled for Q2 2026.
Other Electric Models: The CAM EC35 light electric van (CAM's electric line pioneer), the CAM EA4 passenger version with multiple channel options, as well as other pure electric micro vans, extended‑range electric hybrids, and various derived special vehicles are all advancing in R&D and implementation.
CAM brand's market performance in Malaysia shows a structural evolution, moving from mass production of commercial vehicles in the mid‑2010s to the current rapid rollout of new energy vehicles.
Traditional Commercial Fuel Vehicle Growth Trajectory: In 2019, based on the strategic cooperation with Xiamen King Long in China, the Sendok Group disclosed that its turnover in the new commercial vehicle sector over the previous 10 years had reached RM 300 million. With the start of operations at its new factory, production capacity underwent a significant reshuffle. CAM's commercial vehicles now enjoy widespread coverage across Malaysia's national distribution network, with corporate teams present in all states, including Sabah and Sarawak in East Malaysia.
Sales Milestones of the Electric Vehicle System: As of the end of 2023, total sales of CAM's full electric vans in Malaysia amounted to 200 units. Subsequent electric products, such as the EV48 and the Microvan, are being scaled up in 2026, enabling CAM to capture a position in the semi‑public and semi‑private logistics market during the early stage of light electric freight.
Dealer Scale and Service: CAM's national authorized dealer network comprises a total of 65 service outlets, supported by a 7×24 hour emergency rescue hotline and a free towing service within the warranty period as part of the new purchase experience. The C‑MSU (CAM Mobile Support Unit) service team provides on‑site maintenance, inspection, and fault repair for fleet operators nationwide.
The core technical foundation of CAM commercial vehicles primarily stems from the Sendok Group's capabilities in body selection, chassis design, drivetrain integration and secondary development, as well as the localized tuning of mature Chinese commercial vehicle platforms. Specific core technologies are distributed across four major areas: chassis tuning, battery, motor and control systems, upstream supply chain, and final assembly lines.
Vehicle Assembly and Chassis Integration: CAM commercial vehicles are fully assembled at local factories in Malaysia, including a dedicated heavy truck assembly line and a light commercial vehicle assembly line, enabling flexible mixed-line production of vans, small buses, and various diesel/electric vehicle models. CAM maintains strong localization, ensuring faster delivery cycles and better adaptation to Malaysian road conditions.
Electric Powertrain: The EA4 is equipped with a 136 PS rear-mounted motor and an LFP (lithium iron phosphate) battery pack, with DC fast charging matching the highest 60 kW "CCS2" specification for rapid replenishment. The Jenhoo EV48 adopts a soft-pack battery pack solution from China's leading power battery manufacturer, CATL, achieving a rated CLTC range of 390 km. The Microvan leverages extreme space optimization and a 15.97 kWh small-capacity battery pack to achieve low operating costs for "last-mile" high-density, short-haul working conditions.
Intelligence and Vehicle Configuration: CAM fuel vehicle models (Co-Star and Kingo) come standard with a rear-view camera, ABS+EBD safety assist, dual air conditioning, and all-electric power windows. Electric models (EA4) can be upgraded with an optional 22 kW three-phase AC charger. The vehicle's infotainment system features a seven-inch central touchscreen, supports USB/AUX/Bluetooth multimedia operation, and works in conjunction with a reverse radar and low- to medium-speed safety pedestrian alerts, collectively forming the basis of active safety design across models.
International Supply Chain Support: Core components across the CAM vehicle range benefit from long-term cooperation with leading Chinese commercial vehicle manufacturers such as King Long and Joylong. For the EV48, cargo vehicle collaboration has been extended to China's emerging brand Jenhoo, while the Microvan's core three-electric system inherits technical standards from Hong Kong's Nextem. Final assembly covers the two wings of East Malaysia. The brand has developed a mature cooperation model of "Chinese core components + Malaysian local assembly," and the robustness and responsiveness of the domestic supply chain have already become core assets of the enterprise.
CAM's global expansion exhibits a clear strategic orientation: rooted in the local market while radiating across ASEAN.
New Klang Integrated Manufacturing Base: The new factory, located in Klang, Selangor State, covers an area of over 400,000 square feet, with a total investment of up to RM 50 million. It is equipped with highly automated and digitized stamping, welding, painting, and final assembly workshops. This base not only meets Malaysia's domestic demand for commercial vehicles but also serves as a regional production hub for ASEAN economies.
Traditional Overseas Partners and Export Network: The Sendok Group has maintained a long‑term, deep cooperation with China's Xiamen King Long for over 10 years, covering technical exchange, new energy, and other areas of collaboration. Cooperation with other Chinese brands, such as Jiangxi Isuzu, is also expanding within the commercial vehicle business scope. Over the next five years, CAM will use the new Klang factory as a bridgehead to capture growth dividends from ASEAN economies.
Global Expansion under the EV Ecosystem: The Microvan is built on the original complete vehicle technology modular platform of Nextem (Hong Kong), with final assembly completed in Malaysia. This production network can be flexibly expanded to the Southeast Asian region in the future, with Hong Kong's local platform technology radiating back to Malaysia, East Asia, and Asia‑Pacific markets, forming an orderly network of technical exports.
CAM is rapidly approaching a strategic inflection point, transitioning from a traditional commercial vehicle brand toward electrification and digital operations.
Continued Release of Electric Models: Starting in Q2 2026, CAM will successively deliver upgraded versions of the EA4, as well as scaled deliveries of the EV48 and Microvan. Looking ahead, the Sendok Group will also launch more pure electric van series, covering light trucks and special‑purpose electric vehicles, while continuing to expand the market entry of CAM Kingo electrified products. The goal is to make electric vehicles CAM's primary sales and profit growth driver within five years.
Digital Upgrade of Manufacturing Capacity: Under the Industry 4.0 wave, the new Klang factory is further expanding its use of automated equipment and information systems. The final assembly cycle is accelerating toward a potential annual capacity of 10,000 units, not only meeting domestic demand but also paving the way for future exports to ASEAN.
Enhancing After‑Sales Service and Market Share: CAM is actively promoting the C‑MSU mobile service fleet concept, providing nationwide on‑site maintenance and repair services for electric vehicle fleets. The brand continues to expand its service network, adding more 3S (Sales, Service, Spare Parts) centers across Malaysia, laying the foundation for a comprehensive electrification and commercial vehicle customer service system.
Today, CAM stands at a new historical crossroads—on one hand, safeguarding a solid fuel‑based foundation; on the other, leveraging China's advanced new energy technology and local manufacturing infrastructure to launch a sprint toward becoming a leader in Southeast Asian new energy commercial vehicles. Whether electrification can translate into a brand value premium will determine whether this locally built Malaysian commercial vehicle brand can secure a stronger position in the increasingly competitive Southeast Asian truck manufacturing landscape.
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