by Dr Rahim Said
In times of crisis, corporate social responsibility (CSR) often separates the true industry leaders from the rest.
Chery Malaysia’s decision to provide 50 vehicles for victims of the recent Putra Heights fire is not just a kind gesture — it is an exemplary act of corporate citizenship that should be emulated by others.
The fire, which displaced families and disrupted livelihoods, left many residents scrambling to piece their lives back together. In such situations, transportation is not merely a convenience — it is a necessity. The ability to commute to work, take children to school, or run basic errands can mean the difference between stability and prolonged hardship.
By offering affected families access to vehicles for a month, Chery Malaysia has demonstrated an acute understanding of what practical aid looks like.
Selangor State Executive Councillor Ng Sze Han’s role in facilitating this initiative also deserves recognition. His call for other automakers to step forward is both pragmatic and timely. Corporate social responsibility should not be a one-off marketing stunt but a sustained commitment to the communities that support these businesses.
Chery Malaysia’s RM500,000 contribution is generous, but what makes it impactful is its immediacy and relevance. Rather than offering vague promises or long-term plans, Chery addresses an urgent, real-world need.
Imagine if more companies followed suit, not just in the automotive industry but across various sectors. The banking industry could provide emergency financial aid, tech companies could assist with digital access and communication tools, and real estate developers could offer temporary housing solutions.
Corporate responsibility should go beyond greenwashing or public relations optics. It should be a fundamental principle embedded in how businesses operate.
Governments can encourage such efforts through incentives, but ultimately, companies should recognise that helping communities in distress fosters goodwill, enhances brand loyalty, and strengthens societal resilience.
As residents of Putra Heights begin rebuilding their lives, they will remember who stepped up in their time of need.
Chery Malaysia has set a high bar — will others rise to meet it?
WE