WHEN WALLOPTreererkngam joined Suzuki Motor (Thailand) nearly a decade ago, he wasn’t really aware of the challenges he would face or the tremendous success that Suzuki would achieve in Thailand. In just a few years, Suzuki became known for its passenger cars in Thailand. Before that, Thais only knew the brand for its motorcycles and minitrucks. It was the Swift eco-car that put Suzuki up there with other major brands such as Toyota, Honda, Mitsubishi and Nissan. The brand swiftly gained popularity and even somewhat of a cult status, but it wasn’t an easy task. Wallop is currently executive director for sales and marketing at the Suzuki distributorship, which was formed by a merger between Suzuki Automobile Manufacturing (Thailand) and Suzuki Automobile (Thailand). It is fully owned by Suzuki Motor Corporation of Japan. He is the highest-ranking Thai executive in the company, and admittedly looks after “almost everything” – from sales and marketing to dealer development, government affairs and PR. When Suzuki took over from the local distributor in Thailand, it did not have a strong dealership network. “Previously, the sale of Suzuki automobiles wasn’t high, and the standard of the showrooms pretty low,” Wallop recounts. “So we asked our dealers if they wanted to invest, and gave priority existing dealers before accepting new ones.” Suzuki and its existing dealers have worked hard to raise the standards as well as train those who are new to the business. “Suzuki entered Thailand at a time when sales were low and there was no foundation, no customer database whatsoever. Along the way, we had to work hard in educating dealers about the different situations that came up,” he said. “For instance, when the then-government’s First Car Buyer scheme was introduced, it generated high sales. But when sales plummeted dramatically, many did not know what to do or how to adjust to the situation. “We need to work very closely with our dealers, so we can move in the same direction,” Wallop stressed. “Now we are recovering with higher sales and dealers must adjust again. We have 120 dealers now and our work now is to modify service quality. With a small number of dealers like this, we can carry out ‘Gemba’, which is onsite inspection. When there is a problem, you must go and see it at the site, not from your office. You need to find the real cause.” Employees are also required to share knowledge with each other, so no small details are missed. “Reporting, communication and consultation [Japanese business mantra Ho-Ren-So] are important. For example, if a customer complains, you must report it immediately and work together in solving the problem. You don’t keep the problem to yourself. That’s HoRen-So. “Thais are shy to complain, and many of our dealers remain silent. We encourage them to speak out and help solve problems together. On the other hand if a customer doesn’t complain, that’s even more scary, because he can leave our brand without us knowing why,” Wallop added. “Online complaints must be dealt with swiftly, otherwise they can escalate quickly.” Wallop spends a lot of time visiting, helping and encouraging dealers. “If the dealers aren’t happy, don’t expect them to take good care of the customer. “We have a pretty lean organisation and we communicate a lot – my desk is right next to the president’s and information is relayed quickly,” Wallop said. “We have different departments, but problems can be reported quickly and taken care of quickly.” Apart from addressing problems immediately, Suzuki also gives much importance to digital marketing. “As much as 20 per cent of our customers purchase our vehicles through online channels,” he said, adding that some customers don’t even visit the showroom. “Some get the car delivered to their home. “We also have a lot of CRM activities for old and new customers to engage them with our brand. They later help spread the word and that is very effective,” he said. Sports marketing is also important for recruiting future customers. “To build a brand, you must start with the youngsters. It doesn’t take that long too – in just five years, they will grow up and have purchasing power,” Wallop said. The company is also expanding its product lineup to include MPVs and SUVs in order to serve customers who are “growing up”. “People who bought the Swift are now older and when they get married and have children, they will be looking for larger vehicle. We don’t want to lose them to other brands,” he said. “In the future we will also offer SUVs – the market will touch 1 million units and the sales of affordable compact SUVs is growing dramatically. Most customers come from the eco-car crowd,” he said.

Profile

EDUCATION

● Bachelor of Arts, Political Science, major Public Administration – Ramkhamhaeng University, Bangkok.

● Master of Arts, International Affairs and Diplomacy – Thammasat University, Bangkok

● Master of Business Administration for Modern Managers (MBA), major Marketing – Ramkhamheang University

APPOINTMENTS

● Suzuki Motor (Thailand)

September 2009: Assistant general manager, sales and marketing department

February 2013: General manager, sales and marketing department

June 2014: Director, marketing division September 2016: Executive

Audi is intelligently picking the right models to offer in Thailand, looking at areas where it can match or even beat rivals with attractively priced imported models.

Take the A7 Sportback, for instance. Priced at Bt5.399 million, this is a full-sized high-performance five-door hatchback that’s got everything you need, and makes you think “who needs a Porsche Panamera?” I picked up the A7 Sportback 55 TFSI quattro S line at the newly opened Bt1-billion Audi Center Thailand and was impressed at first sight. I usually don’t like large cars (especially quirky sportbacks), but the A7 has the sleekness that makes the five-metre body length seem acceptable, thanks to the low 1.42-metre height, resulting in a drag coefficient of only 0.27.

At the front are HD Matrix LED lighting, and there’s also light staging front and rear – when the doors are unlocked or closed, the headlights and tails lights team up to perform dynamic lighting animations.

The Thai version gets 20-inch wheels with low-profile tyres.

Despite its size and presence on the road, the A7 appears classic-looking and doesn’t attract too much attention when you drive around.

The interior is spacious and the quality does not disappoint – Audi is well-known for making excellent car interiors. I loved the gloss black/aluminium styling that has that very strong Audi design (but modernised of course), although I had to admit that finding the right seating position was pretty difficult (despite all the powered seat and steering wheel adjustments). The roofline is pretty low (there’s a large panoramic sunroof) and there’s not much headroom adjustment available.

The A7 features the Audi virtual cockpit that’s highly detailed and adaptable, along with MMI Navigation Plus and MMI touch response, multi-function flat-bottomed sports steering wheel, headup display, Bang & Olufsen audio system, Bluetooth connectivity, etc.

Move to the back and there is plenty of room (long, long legroom), in fact so much you start thinking who needs the A8 limousine? Children can even do somersaults in here. Open the luggage compartment and you’ll also be surprised by all that space (535 litres). Fold the rear seat backrests and you have as much as 1,390 litres.

The A7 comes with a MHEV powerplant, meaning that apart from the normal combustion engine, there’s a 48-volt primary electrical system and a belt alternator starter (BAS) generating up to 12 kilowatts of recuperation power.

Audi is moving quickly with its electrification programme, and next year we could see the German brand offering EV models in the Thai market.

Meanwhile, the base engine of the A7 is a silky-smooth turbocharged 3.0-litre V6 capable of pumping out 340hp and 500Nm, mated to a seven-speed dual clutch that’s so smooth you’d think it’s a conventional automatic.

The A7 weighs in at over 1.8 tons, but it never feels sluggish, and in fact when you floor the throttle it can accelerate like a sportscar. Audi claims 0-100kph acceleration in 5.3 seconds, and a top speed of 250kph. People who drive it would definitely feel it is more powerful than a regular turbocharged 3.0- litre car.

The steering is feather-light at low speeds and weight builds up as speeds increase, which is the way it should work. But you’ll be surprised how heavy the steering becomes during the first high-speed cornering opportunity you get. Nevertheless, the quattro all-wheel-drive system always maintains the best possible traction, and you just need to concentrate on where the car’s heading.

The suspension is multi-link both with stabilisers both front and rear. Audi said that the A7 comes with sports suspension but you hardly notice it as bumps and cracks on the road are still well-absorbed.

Audi brakes are always good in stopping performance, but the pedals are usually super-sensitive, making stop-and-go traffic exhausting. The brakes in the A7 have been improved with better feel and calibration, allowing for better convenience. Meanwhile, the braking performance is top-drawer as well, especially from high speeds.

There are plenty of driver assistance systems, plus cruise control, six airbags, all-around view camera with guiding strip (unfortunately no parking pilot or remote garage pilot which would be ideal for a car this size).

The fully imported A7 Sportback offers a good blend of style, luxury and performance, along with a comprehensive equipment package. And at slightly over Bt5 million, has pretty attractive pricing too.

Audi A7 Sportback 55 TFSI quattro S line specs

Engine: DOHC 24-valve V6 Direct Injection with turbocharger plus 48-volt mild hybrid system

Displacement: 2,995cc

Bore and stroke: 84.5x89mm

Compression ratio: 11.2:1

Max power: 340hp/5,000-6,400rpm

Max torque: 500Nm/1,370-4,500rpm

Transmission: 7-speed dual clutch

Ratios: 3.188/2.190/1.517/1.057/0.738/0.508/0.386

Final drive ratio: 4.410

0-100km/h: 5.3 secs

Top speed: 250km/h

Average fuel economy: approx. 6.8-7.2 litres/100km

CO2: 154-163g/km

Suspension (f/r): 5-link, stabiliser/5-link, stabilizer

Steering: electromechanical powered rack-and-pinion

Turning circle: 12.2 metres

Brakes (f/r): vented disc/vented disc

Dimensions (mm)

Length: 4,969

Width: 1,908

Height: 1,422

Wheelbase: 2,926

Track (f/r): 1,651/1,637

Weight: 1,815kgs

Wheels: 20-inch alloy

Tyres: 255/40 R20

Fuel tank capacity: 73 litres

Price: Bt5.399 million

Distributor: Audi Thailand Co Ltd

The three-day event includes vehicles for commercial purpose, gadgets, auto parts, and innovative technologies with more than 100 items on show.

Organisers said this year also marks the first-ever exhibition of Logistics Startup Pavilion to showcase Logistical Solutions in Digital Age.

The show runs from November 1 to 3 and covers over 15,000 square metres.

Supaman Munka, Deputy Managing Director of TTF International Co Ltd the organiser of the event, said it serves as the center stage for innovations and technologies for commercial and special purpose vehicles along with the various involved auto parts products.

“In this 2018 Expo, most public transport manufacturers have focused on showing off new automotive innovations, namely Golden Dragon to bring in multiple sizes and types of coach, city bus, and mini-bus, Sakun C to feature the first Thailand-made aluminium-bodied mini-bus, and Globalcraft to exhibit city mini-bus. Hino will be bringing in small and large six-wheelers to display while Fuso will surprise visitors with its brand-new tractor along with hot promotions available only at the event,” he said.

The Teana will be available nationwide, with prices starting at Bt1.339 million for the 2.0XE model, Bt1.426 million for the 2.0XL model, Bt1.476 million for 2.0XL Navi model and Bt1.674 million for 2.5XV Navi model.

The Teana now comes with the Remote Engine Start feature, which allows the driver to start the vehicle and the air conditioning before arriving at the car.

It also offers the latest embedded Nissan Intelligent Mobility features and advanced technologies for safer and more confident driving. These include the Intelligent Around View Monitor (IAVM) with Moving Object Detection (MOD), Blind Spot Warning (BSW) and Lane Departure Warning (LDW). These are helpful whether commuting on city streets, getting into tight parking spaces or driving on a highway.

According to distributor Tripetch Isuzu Sales, the government has a policy to promote B20 biodiesel in order to help tackle the oversupply of palm oil as well as to increase income and sustainably improve the quality of life of Thai agriculturists.

It also aims to lower crude-oil dependency and the effects of oil price fluctuations.

“A large number of older Isuzu vehicles that have been sold to the market have not been designed to be compatible with B20. But with the sheer determination of Isuzu, we would, as a leader in diesel-engine technology and renewable-energy fields such as biodiesel, like to comply with the government’s policy.

“We prompt to invest in R&D to ensure that every current Isuzu model, both pickups and trucks, as well as those to be produced in the future, are compatible with B20,” the company stated.

However, at present, the specifications of biodiesel B20 to be sold in the market have not yet been determined.

If there are clear specifications, Isuzu will be able to develop every model of Isuzu pickups and trucks to be B20 compatible in a short period of time, Tripetch Isuzu Sales said.

“Nevertheless, the research and development of B20 vehicles might result in a vehicle production-cost increase from the engine and parts adjustments. If the government considers some incentives, B20 vehicles might be able to compete with standard diesel vehicles in terms of pricing,” it stated.

Isuzu said it has been carrying out business in Thailand for more than 60 years.

“We believe that the B20 promotion will be a part of economic driving forces in accordance with the national strategic plan for stability, prosperity and sustainability, and align with the philosophy of sufficiency economy,” the statement added.

After just a few years, MG has enjoyed quite a bit of success in the Thai market with high-volume models like the ZS and the MG3.

The British marque, which is owned by SAIC Motors of China, isn’t competing against fellow European brands, but rather Japanese and Korean brands that make up the majority of the Thai automobile market.

While the first MG models were far from perfect, coming with minor flaws here and there, huge improvements have been made in more recent models. Take the MG3 for instance.

When it was first launched several years ago, the MG3 gained a notorious reputation for its jerky AMT (Automated Manual Transmission) gearbox, and MG did had a tough time in handling the problem. Thai customers weren’t used to the outdated AMT transmission, and instead of trying to improve what it already had, MG decided to switch over to a fully-automatic gearbox in the minor-change model.

The 2018 MG3 gets a four-speed automatic transmission (with manual mode) that is much smoother in operation that the previous gearbox, and customers are now happy.

The strong point of MG is the value-for-money and the MG3 doesn’t disappoint. Apart from the dramatic facelift (that front grille makes you think of the Mazda or Mercedes-Benz), the MG3 now comes with Internet connectivity as well as all-round safety that together represents a highly exciting package.

At the top of the range is the MG3 1.5 V, which is the model that I drove for a week, and had little to complain about. It’s priced at Bt629,000 compared to Bt519,000 for the entry-level C model.

Power comes from a 1.5-litre twin-cam 16-valve engine with 112hp and 150Nm (compatible up to E85) that, despite its coarseness, works well with the new four-speed auto gearbox to deliver better performance than you think. The hatchback takes off with good initial acceleration, while the midrange and the top end performance is just mediocre.

The front strut suspension comes with a stabiliser that helps with cornering precision while the steering has the right weight and accuracy for nice cornering, although there’s that unnatural feel to it.

Driving the MG3 under 100km/h is fun, but when cruising (or accelerating) at high speeds, you’ll feel that fidgety body and that takes much off the confidence of the driver. Sure, you can go fast in the MG3 and have control, but it’s more tiring than you think.

What I liked about the MG3 is the interior that has been nicely designed (although the doors close with a ghastly clunk and the thick A-pillars do block a good amount of view when cornering). You don’t feel that this is a cheap car, but one with good design and reasonable craftsmanship. The seats (fabric-urethane) are really sporty for a car in this range, with great lateral support that keeps you in place during hard cornering (The V and X trims get a powered sunroof too). The steering wheel has a flat-bottomed design that again makes you think Mazda or Mercedes-Benz (it’s almost identical) and the round air vents on each side contribute to the overall elegance. Controls knobs, particularly for the air-conditioning, have that nice, soft feel when you turn them.

For the modern generation, the highlight in the car is the famous i-SMART infotainment system that works in Thai language and comes with many interesting features, such as WONGNAI and AGODA functions to search for restaurants and hotels.

You can also live stream music from the Internet, while the system informs you of various information through smartphones (fuel, battery, brakes, engine or theft).

In terms of safety, there are just two front airbags (more should be available), but you still get stability control system and brakes with ABS, Brake Assist and Curve Brake Control and 3-point seatbelts for five people.

MG has been making its point strongly in the Thai market, and the MG3 looks like it’s going to continue recruiting more customers into this brand. As mentioned, there are areas in which the original MG3 can be improved, and MG has showed that it is able to carry out many of them with the 2018 minor-change version.

MG3 Hatchback 1.5 V specs

Engine: 4-cylinder DOHC 16-valve

Displacement: 1,498cc

Bore and stroke: 75.0×84.8mm

Compression ratio: 11.5:1

Max power: 112ps/6,000rpm

Max torque: 150Nm/4,500rpm

Transmission: 4-speed automatic

Ratios: 2.875/1.568/1.000/0.697

Final drive ratio: 4.375

Average fuel economy: 15.6km/litre

Average CO2: 150g/km

Suspension (f/r): McPherson strut, stabiliser/torsion beam

Steering: powered rack-and-pinion

Turning circle: 10.8 metres

Brakes (f/r): vented disc/drum

Dimensions (mm)

Length: 4,055

Width: 1,729

Height: 1,516

Wheelbase: 2,520

Track (f/r): 1,496/1,483

Weight: approx. kgs

Wheels: 16-in alloy

Tyres: 195/55 R 16

Fuel tank capacity: 45 litres

Price: Bt629,000

Distributor: MG Sales (Thailand) Co Ltd