It may come as a surprise that one of the world’s most personalised luxury cars is made in Malaysia. Built quietly in Kepong and exported to the Middle East and Europe, Bufori cars are handcrafted for owners who already have garages filled with Rolls-Royces and Bentleys, yet still seek something truly one of a kind.
While Malaysians often associate luxury with imported European badges, Bufori tells a different story. It proves that true luxury can be designed, engineered, and built in Malaysia, by Malaysian hands.
Unlike mass-produced premium cars, Bufori is not about convenience or speed. It is about patience, personality, and pride in craftsmanship. And for more than a few decades, this Malaysian brand has been quietly delivering exactly that to the world.
A Founder’s Obsession That Became a Company
Bufori’s story begins in the mid 1980s with its founder, Gerry Khouri, who built his first car by hand in a garage behind his home in Sydney.
“I was just passionate about it and truly wanted to pursue that dream,” he shared.
By the age of 14, he was already buying old cars, restoring them over weekends, and selling them for a profit, repeating the process until he had both confidence and savings of his own.
“Rather than build a car that’s already built, I wanted to make a car from scratch.”
The idea was met with scepticism.
“People thought I was mad. Who do you think you are?”
When the first Bufori emerged in 1986, attitudes shifted quickly. By 1988, Khouri was already exhibiting at international motor shows. Some elderly visitors would confidently claim their grandfathers owned Buforis in the 1930s, an impossibility given how new the brand was.
“It just shows how the brand worked from the very first day,” Khouri said.
What the Name Bufori Really Means
The name Bufori itself reflects how the brand sees its cars. It is not a random word, but an acronym shaped by emotion and first impressions.
Khouri explained it clearly.
“Every letter stands for a word that describes the Bufori when someone first sees the car. Beautiful, Unique, Funtastic, Original, Romantic, and Irresistible. It also sounds a bit Italian and exotic, so the name stuck.”
From the outset, Bufori was meant to stir feeling before logic. It was designed to be admired before it was analysed, and remembered long after it was seen.
Why Malaysia, and Why Kepong
Bufori’s decision to move operations to Malaysia in the 1990s was not driven purely by cost or convenience. The brand already had early exposure to Malaysia through exports and international showcases, including a presence at the first Langkawi International Maritime and Aerospace Exhibition, where the marque was introduced to Tun Mahathir Mohamad, a known automotive enthusiast.
When an early partnership in Malaysia failed to deliver as expected, Bufori faced a defining moment. Leaving would have been easy. Staying meant rebuilding, enduring uncertainty, and protecting the brand’s reputation.
Khouri chose to stay.
“Never turn your back until you’ve delivered on your promise.”
That decision anchored Bufori permanently in Malaysia. Today, Kepong is not just a factory location. It is the heart of the company.
From this single site, Bufori produces cars that travel to the Middle East, Europe, and beyond.
Quality Over Quantity as a Business Strategy
Bufori does not attempt to compete with mass manufacturers. It operates in an entirely different arena. The company produces around twenty to forty cars a year, each built strictly to order in Malaysia. There is no showroom inventory and no production line focused on volume.
Its flagship model, the Bufori Geneva, blends classical proportions inspired by vintage Rolls-Royce and Bentley designs with modern engineering, comfort, and technology.
The result is a car that feels timeless rather than trendy.
“A Bufori is not just a means of transporting you from point A to point B, but more a statement and showcase of the owner’s unique personality, transferred into the specification and customisation of the car,” he shared
Buying a Bufori requires commitment. Customers must meet the team, define their vision, and wait close to a year while the car is handcrafted.
Pricing, Prestige, and Personalisation
Bufori’s pricing reflects the time and craftsmanship invested in each vehicle. The Bufori Geneva is priced at around MYR2.2 million on the road, while the upcoming Bufori CS sports car is expected to retail at approximately MYR1.3 million.
In return, owners receive a fully handcrafted and customised car built to international standards. A typical Bufori luxury saloon includes features such as a built in fridge, massage seats, and electric seatback trays. More extravagant requests are not discouraged.
An automatic perfume dispenser using the owner’s favourite scent is easily integrated. The signature starry night headliner, made using hundreds of fibre optic strands, can be customised to reflect the exact star alignment of a meaningful date, time, and location.
Customisation stretches as far as the imagination allows. As a result, no two Bufori cars are ever the same.
Bufori: Made by Malaysians
Bufori employs about one hundred Malaysians, many of whom have spent decades with the company. Some have even seen their children grow up and later join the same factory. This continuity is rare in modern manufacturing and central to Bufori’s success.
Khouri has been clear about where the real value lies.
“These cars are not made by me anymore. They’re made by Malaysians. The guys in the factory, that’s what keeps me here.”
Rather than relying on automation, Bufori invests in people. Craftsmen are trained across multiple disciplines, allowing skills to deepen over time. The factory operates more like a luxury atelier than a conventional car plant.
Entrepreneurship, Resilience, and Quiet Confidence
Despite serving some of the world’s wealthiest collectors, Bufori has faced challenges familiar to many niche entrepreneurs. Access to funding has often been limited because its business model does not fit traditional benchmarks.
Khouri has acknowledged this reality openly.
“Local banks don’t take us seriously enough to lend us enough money to scale the business up further.”
Yet Bufori continues, largely debt free, sustained by reputation and word of mouth. As May 2026 approaches, the company will mark forty years since the first Bufori emerged from a garage larger than the house itself, a milestone achieved without mass advertising or aggressive expansion.
The Quiet Pride of Kepong
Gerry Khouri’s advice to young entrepreneurs mirrors the journey behind Bufori itself.
“Dream big but be honest and believe in yourself. Be confident, not arrogant. Put your heart and soul into it and you will succeed.”
Bufori may never become a household name like Proton or Perodua, and that is very much by design. Luxury, by nature, is meant to remain limited, personal, and rare. Yet within that exclusivity lies something deeply meaningful for Malaysia.
With every Bufori car having the Malaysian flag emblem proudly attached next to the brand’s logo, Bufori stands as proof that world-class craftsmanship can be engineered and built locally, sustained by Malaysian talent, and appreciated on a global stage.
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