GEARHEAD

From Drinks to Drives 

The boss of the Toyota dealership, Jasmmine Wong, talks about her passion for cars 

 

Ms Jasmmine Wong

January 2018

Jasmmine Wong’s first drive was a Suzuki and now she is in the driver’s seat for the brand itself.

Ms Wong is the managing director of Borneo Motors Singapore (BMS), the distributor of Toyota, Lexus, Hino and of course, Suzuki.

Previously the business executive officer (assistant vice president) for Nestlé Professional, covering the Singapore, Malaysia and Brunei region, she got behind the wheel at BMS on July 4, 2017.

Holding multiple senior leadership roles covering B-to-C and B-to-B customer segments – from product development, marketing and sales, to general and P&L management – her 12-year tenure at Nestlé carved out her proven track record of managing complex distribution and retail operations across different product line-ups.

They included Milo, Nescafé and Maggi, as well as the major launch of the Milo Nutri G line for the Singapore and Malaysia markets.

Married with two children – a daughter, 12, and a son, 10 – she has a formidable Dual MBA from INSEAD and Tsinghua University, on top of her Bachelor of Business degree from Nanyang Technological University.

Here, she shares the automotive side of her life.

What was your first car? 

It was a Suzuki Swift in chilli red and easy to drive. Most importantly, it fit my budget at that point when I was in my first job and had a very limited budget.

Have you had many cars since then?

I have had 12 cars in total, including the Swift. You can say the car bug grew on me as I started to enjoy the personal freedom that a car bestows.

Is there a car which you still think fondly of?

Of all my rides, my fondest memory has to be my Toyota Camry for two reasons.

First, it is the only car that I have driven for five years (I usually feel the urge to change cars after three years).

Second, the Camry followed my early career-building years, through all the late nights and constant commuting. It felt like an ever reliable and dependable family member who ensured I reached home safely every day.

What car is your daily drive now?

The Lexus LS460 is a company car and my daily companion on the “Journey to the West” (I live in the East and the Borneo Motors office is in Pandan Crescent).

What do you like about your Lexus limousine?

Where do I start.

The LS460 is amazingly well-poised and quiet on the ECP, MCE and West Coast Highway. Its smooth and refined engine delivers plenty of “oomph” on demand. For its size, it is surprisingly easy to drive.

And did I mention the LS’s subtle elegance and class-leading luxury interior? That’s the best part.

At the end of a long day in the office, I am happily cocooned in my private luxury space and arrive home fully rejuvenated for my time with my family.

Lexus LC500

What is your dream car? 

It used to be the Ferrari 812 for its performance and styling. The  812 Superfast accelerates from zero to 100 kmh in 2.9 seconds – the most powerful Ferrari road car of all time.

But recently I decided to add one more to my list – the Lexus LC500. This car is more of an enigma. Though short of the 800 ponies of the 812, the LC possesses the best ride comfort among grand tourers, and the meticulous build quality of the Japanese master craftsmen will rival any supercars costing three to four times more.

You can line up all the supercars alongside the LC and it will still hold its own in the looks department without being pretentious. That’s what I called the X factor.

But what I would  really want to do with my dream car is go on a road trip along the Amalfi Coast or the Great Ocean Road.

And in case anyone wonders what the LC500 can do in real life everyday, you easily leave 98% of all cars behind at the lights and arrive in comfort without the backaches associated with some supercars.

How did you enter the auto business?

I had in-depth discussions with George Ashford (Inchcape Asia CEO) and Stefan Bomhard (Inchcape Global CEO) on the evolution of the industry and was intrigued by the challenge and the potential of how this business can be transformed.

Once I was motivated by the challenge, it was an easy decision for me to be part of the team.

Is it very different from what you used to do?

My last appointment was the country head for Nestle Food service division in Singapore and Malaysia.

In terms of complexity and structure, it is not too different. A key difference is that the car, being in the expensive and aspirational category, has far more emotional engagement with the end customers and hence, leading and exceeding in customer satisfaction becomes the centrepiece of our strategy .

What are the challenges of the auto business in general and the Singapore vehicle market in particular?

In general, Singapore is a unique environment for automobiles as it is not a truly free demand/supply scenario.

The government’s car-lite vision and the evolution of emissions standards demand constant innovation as a business to ensure that we can play an active role in Singapore’s future automotive landscape.

Lexus LS500h

What would you like to be driving in 6 months’ time?

That would be the Lexus LS500.

This is an emotional model for Lexus. As the new flagship model, it inherits the latest Lexus design architecture. “Sexy’’, “Innovative’’, “Luxury redefined’’ are constantly used by journalists and enthusiasts around the world. In short, it has everything the current LS460 has, and much more.

I count myself very lucky to be able to drive one when it arrives in Singapore.

 

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