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About Us

AFI BRAKE MANUFACTURING SDN. BHD. is located in Kuala Terengganu, Malaysia (45 minutes flight from Kuala Lumpur International Airport). Established in 1997, we an integrated manufacturer of automotive disc brake pads for aftermarket segment.

We are responsible for every single step of the production of our brake pads, from the making of moulds, metal stamping, material formulation, packing to research and development. In order to produce finer quality products, we also continuously update our technology. Besides manufacturing our own products under our brand names, we also provide customers’ brand manufacturing service.

Apart from the quality of our products and services, the human resources factor also plays a key role. Good management and highly trained workforce ensure that goals are achieved. We have obtained MS ISO 9001 quality management system awards and received the Golden Bull Award 2011, the award that recognizes Malaysia 100 outstanding SMEs.

In 2015, our product quality as successfully earned us the SIRIM product certification MS 1164: 2005 as well as world recognized E-Mark certification (E11).

Coordinated marketing, product R&D, plus after sales services are keys to our success. We have also gained the reputation for our innovative ideas. All these contribute to our good name in both the domestic and international markets.

 

Our Vision

To become a top-of-class friction material provider.

Our Mission

We are committed to providing custom solutions to meet the needs of our consumers through a culture of continuous growth and by utilising sophisticated management systems.

Our Motto

1) Commitment
2) Continuous Growth
3) Customer Satisfaction

Company Milestone

YEARACHIEVEMENT / ACTIVITIES
1995 ESTABLISHMENT OF AFI
Auto Friction Industries Sdn. Bhd (AFI) had strong beginnings in Selangor, finding its foothold in the export of brake pads to Japan.
1997 SETTING UP ROOTS
Amidst the Asian financial crisis, AFI continued to expand, establishing the Auto Friction Manufacturing Sdn. Bhd. (AFM) factory in Kuala Terengganu.
2000 PUTTING THE BRAKES ON ASBESTOS
With health and safety being one of AFI’s top priorities, the company reinvented itself by making the switch from asbestos formulation to semi-metallic formulation.
2001 GAINING A STRONG DOMESTIC FOOTHOLD
AFI turned towards its own shores and began investing in the development of its domestic wholesales and contract manufacturing services.
2002 A BRAND ON ITS OWN
As AFI continued to gain traction, it introduced its very own brand, AFI BRAKE. The company also started the production of low metal and refined, state-of-the-art non-asbestos organic (NAO) brake pads.
2004 QUALITY ASSURANCE
AFM succeeded in receiving the MS ISO 9001: 2000 certification, a testament to its commitment towards consistently enhancing consumer satisfaction and providing quality products.
2006 FROM WEST TO EAST
AFI was renamed AFI BRAKE (M) Sdn. Bhd. Subsequently, it continued to further develop its domestic reach, establishing Bremsen Brake (EM) Sdn. Bhd in Sabah.
2007 INNOVATIVE NEW PRODUCTS
Catering to high-performance brake applications, AFI began production of its ceramic formulation products.

In the same year, AFI proved its mettle and snagged the Asia Pacific Super Excellent Brand Award 2006/2007.
2008 A TESTAMENT OF STRENGTH AND GROWTH
AFI was recognised for its outstanding business achievement, winning the Golden Bull Award 2008 and Enterprise 50 Award.
2011 In the local scene, AFI set up its marketing office in Jalan Ipoh, Kuala Lumpur. AFI also introduced Hi-Q Distributors, specialising in the distribution of auto spare parts and lubricants.

AFM won its first Golden Bull Award this year.
2011 - 2012 EXPANDING GLOBAL REACH
AFM’s international reach continued to grow as it began exporting to Oceania and Southeast Asia in 2011 and to the Middle East and South Asia in 2012.
2014 Auto Friction Manufacturing Sdn. Bhd. was renamed AFI Brake Manufacturing Sdn. Bhd. (ABM)
2015 20 YEARS OF EXCELLENCE
ABM marked its 20th anniversary by receiving the Malaysian Standard MS1164:2005 certification and e-Mark European Union Product Certification. Products certified by e-Mark are recognised by all EU member states, allowing AFI to venture into the European market.

HARNESSING NEW TECHNOLOGY
AFI Metal Sdn. Bhd. was established, focusing on the production of brake shoes and enhanced their metal stamping process using the latest progressive stamping die technology. In the same year, ABM began development of its truck brake parts range.
2016 PENETRATING NEW MARKETS
AFI began exporting its diverse range of products to Africa and West Asia. It also set up Bremskerl for the domestic distribution of its truck brake parts range.
2017 UNDER ONE ROOF
Continuing on its upward growth trajectory, AFI Group Sdn. Bhd. was established as the holding company for all of its subsidiaries.
2018 PROCESS IMPROVEMENT
ABM made a shift from flat moulding to positive moulding process. ABM also invested in an automation brake pad production line which allowed for increased productivity and to keep up with growing demands.
2019 - 2020 EXPONENTIAL GROWTH
ABM reached even more international shores with its products making its way to North and South America.

Beyond its existing brake parts ranges, ABM started work on its motorcycle brake parts range.

BIGGER AND BETTER
With business growing exponentially, AFI set a new foundation stone for a 14,200m² factory in Kuala Terengganu.
2021 INTO THE NEW AGE
Evolving to meet current needs and demands, AFI Group focused its attention on adopting automation and digitalisation measures.

AFI products were made available online via Shopee, while AFI Metal invested in an automation stamping machine for improved productivity.

Bearing in mind its sustainable responsibilities, AFI Group began the use of renewable solar energy in its mission to reduce carbon emissions.
2022 A NEW BEGINNING
2022 saw the completion of AFI’s new factory and the start of its progressive Industry 4.0 automation process that utilises modern control systems and sophisticated software systems.

The Industry 4.0 automation process integrates the ERP system with the Internet of Things, allowing data to be obtained in real-time and processing to be streamlined.
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