En route to fulfilling its 2030 vision of leading the advancement of mobility and enable people everywhere in the world to improve their daily lives, Honda Malaysia (the Company) strives to ensure that all its dealerships internalise the Honda Philosophy. The Fundamental Belief of the Three Joys is not only the foundation of all Honda Malaysia’s business activities, but also shared by all associates including the Company’s dealer partners. Running a business is no easy task. Add to it, managing an automotive dealership under the Japanese marque and one must truly embrace the Company belief and have a special DNA to make a success of it.
Mr. Billy Wong, the owner of Ban Lee Heng Motor Sdn. Bhd. (Ban Lee Heng Motor) shared what it takes to run a three-generation-old dealership. As one of the dealers that has a long history with Honda, Ban Lee Heng Motor started its business as a bicycle shop which its founder, Dato’ Ng Chee Peng grew it to become the sole distributor of Honda motorcycle. The dealership was then appointed as the sole distributor of Honda cars in 1976. In the early 1980’s, Mr. Johnnie Wong joined the dealership as a Sales Manager and helped to further expand the business to a 4-storey shoplot with workshop operation. He was then elevated to the role of Managing Director of Ban Lee Heng Motor around the 90’s.
In 2009, Mr. Billy followed in his father, Mr. Johnnie Wong’s footsteps and ventured into the business starting out as a Sales Advisor. He was, in his words, “fed to the sharks and started the learning curve from the basics, serving customers in the showroom” before he could become the Sales Manager. He received much guidance and support from countless sensei (mentors) at other dealers and Honda Malaysia throughout his journey in Ban Lee Heng Motor.
One of his mentors, Mr. Lee Eng Kee, Managing Director of Ban Chu Bee Sdn. Bhd. (Ban Chu Bee) in Kelantan shared, “Ban Chu Bee is a second-generation business passed down by my father. Thus, I always share my experience as a dealer owner and successor with Billy by encouraging him to always learn, adapt to changes and encourage self as well as keep moving forward with his goal. Billy is a courageous and aggressive leader and I believe he will be able to achieve more accomplishments in the future.”
Mr. Shamsul Hakim, Director of Johor-based Yong Ming Motor Sdn. Bhd. (Yong Ming Motor) has been in the business since the 70’s and has grown the dealership to become one of the esteemed Honda dealers. He is the second mentor that Mr. Billy looks up to, who has also taught him the key to excellence in customer service. “Honesty is the best policy, especially in treating Honda customers with distinction – this is what I shared with Billy. I knew him when he was still a young student, and he has consistently demonstrated honesty. He upholds integrity in his business and interactions with everyone. I believe Ban Lee Heng Motor is in good hands as Billy has inherited the best of his father’s qualities. I am confident that he will continue to take the business up another notch,” he said.
Apart from them, Mr. Billy also heeded business advices from Mr. Ong Kok Hong from Peringgit Sri Auto Sdn. Bhd. (Peringgit Sri Auto) in Klang Valley. The Honda dealership started its business dealing in motorcycles in the 70’s in Temerloh, Pahang, and has eventually developed into one of Honda Malaysia’s prominent dealer partners with five dealerships in Klang Valley and Pahang. He said, “Both Billy’s and my families go way back. I learnt a lot from Billy’s father and at the same time, I have seen Billy grow up from this little boy to now being a leader of a dealership with more than 200 employees. I remember my first advice to him was ‘Customer is always right!’, and I can see that he always keeps that in mind until today. I am very proud of him and I believe that he will bring his family business to an even greater height.”
Such accolades portray the close relationship and cooperation between Honda dealers in Malaysia regardless of location. They share a mutual goal of providing outstanding service to Honda customers. Mr. Billy’s experience made him a good mentor to two high-performing Sales Managers who were brought in to help manage the Honda dealerships in Seremban and Melaka in 2014, respectively. It was at that point that he realised it was time to step up into the role of a dealer owner.
As one of the youngest dealer owners in the network, Mr. Billy shared the toughest aspect of running a dealership – the high expectations that come along with the role. Nevertheless, it did not stop him from wanting to improve himself to become a leader that is not only responsible, but is also dedicated in helping his employees thrive in the company. He said, “Sitting as the head of an organization, I constantly look around and see the faces of nearly 200 colleagues of mine, looking up to me for leadership and direction. Their fate is inevitably tied to each and every of my decision making. There is the daunting reality that should I make a horrible mistake, I may sink the ship and take with me the livelihoods of my colleagues. To bear that weight on my back was something I never intended nor expected when I started my career.”
“Yet, this supposed hardship is also what drives me to continue to perform to the best of my ability. My most difficult task is also my most important motivation. Indeed, as time passes, I feel that it is more of a privilege than a burden,” Mr. Billy added.
He has had many unique experiences throughout his journey with Ban Lee Heng Motor. One of the most impactful sales experiences was when his Challenging Spirit was called upon to close the sales of a Honda Insight to a doctor in year 2010. He managed to turn a difficult situation around and gained one of the most loyal customers. Through this sales experience, Mr. Billy learnt that treating each customer with an earnest and humble heart enables him to gain a valued customer and at the same time, a good friend.
Perseverance is the principle that Mr. Billy holds tightly onto since the beginning. It was inspired by Honda’s founder, Mr. Soichiro Honda, who once said, “Success is 99% failure.” For Mr. Billy, perseverance is the key to endure many failures in his pursuit of success in running a Honda dealership. It is even more relevant during these trying times. Drawing on this principle, Mr. Billy motivates his employees by projecting strength and confidence. This in turn enables his employees to have a strong belief in him and in the company, that they will get through these challenging times together.
“I believe that better times are just round the corner, so I always tell my people to keep it together and persevere. Perhaps the 1 millionth sales unit milestone may turn out to be the turning point of our predicament. This is a tremendous milestone made possible only by the monumental trust placed in us by our customers. For that, I would like to express my sincerest appreciation to them, and that I will continue to strive to serve each and every customer to the best of my ability. I hope our customers will continue to place their trust in us for years and generations to come,” Mr. Billy said.
Being born and bred into the Honda family, Mr. Billy knows that Honda, is more than just a brand that he represents. It is an identity that runs in the family. His father was once asked about his blood type and he famously answered, “Type H”. For Mr. Billy, he inherited the blood “Type H” and he hopes the generations that follow suit will have the same Honda DNA and blood type. He said, “It is their freedom to decide their destiny on their own. Should they elect to take up the mantle, I shall surely groom them the way I have been – to the sharks!”
