John Lloyd White: CEO of Vietnam Star Automobile, One of the Largest Distributors of Mercedes-Benz in Vietnam
With over 8 years of experience working in Vietnam, John Lloyd White is the CEO of Vietnam Star Automobile, one of the largest distributors of Mercedes-Benz in the country. Before leading operations in Vietnam, he held various leadership positions with Mercedes-Benz.
John Lloyd White, CEO of Vietnam Star Automobile, one of the largest distributors of Mercedes-Benz in Vietnam.
Q: How would you describe the Mercedes-Benz customer base in Vietnam? How do Vietnamese luxury car buying and ownership habits differ from those in European countries or Thailand?
A: Each market around the world has its own unique characteristics, especially in the luxury segment. The automotive industry in Vietnam, although relatively young, has seen rapid growth. Our core customer group here tends to be younger, around 30 years old, and many are first-time car owners. They are willing to spend more compared to customers in developed markets.
Q: What are the advantages of Vietnam Star Automobile compared to other Mercedes-Benz distributors in Vietnam?
A: Vietnam Star is part of Lei Shing Hong, the largest global retail group for Mercedes-Benz, with over 55 years of experience with the luxury brand. We distribute luxury vehicles in multiple regions, including China, Taiwan, South Korea, Germany, the United Kingdom, Australia, and Vietnam. We entered the Vietnamese market in 2005, recognizing its vast growth potential.
Our senior leadership team has extensive experience in the luxury automotive sector, understanding our customers and the industry’s specificities. Aiming for high standards in customer experience, Vietnam Star leads by implementing cutting-edge technologies and the latest global Mercedes-Benz standards in operating our showrooms and service centers. Everything is geared towards providing an exceptional and comprehensive experience for our customers.
Inside Vietnam Star’s MAR 2020-standard showroom.
Q: What were Vietnam Star’s biggest achievements in 2023
2023 has been a notable year for Vietnam Star. The year began with the opening of our Truong Chinh showroom in Ho Chi Minh City, marking a milestone for Vietnam Star Automobile as it became the Mercedes-Benz Vietnam retail network with the highest number of MAR20X-standard showrooms. It is also the first such showroom in Ho Chi Minh City.
Last year, we also received 16 major awards at the distributor recognition ceremony organized by Mercedes-Benz Vietnam, including prestigious categories like Dealership of the Year, Showroom of the Year, and Marketing Star Award.
Q: Vietnam Star also distributes Mercedes-Benz’s ultra-luxury and high-performance lines, such as Mercedes-Maybach, Mercedes-AMG, and EQ. What is your customer outreach strategy for these, especially for the luxury electric vehicle segment?
A: For Mercedes-Maybach, owners are individuals of distinction, with high status and social recognition. Mercedes-Maybach customers seek more than just a mode of transport; they demand ample amenities in the rear seats for relaxation or work.
The Mercedes-AMG performance and sports car line attracts a younger clientele, passionate about speed. The EQ all-electric vehicles target open-minded customers who embrace innovation and prioritize environmental protection.
Electric vehicles are still a developing story; the shift away from traditional combustion engines has yet to become widespread. This is not unique to Vietnam but is a regional and global challenge. At Vietnam Star, we have a network of complimentary electric charging stations across our showrooms nationwide, catering to those who purchase and use Mercedes-Benz EQ vehicles.
Vietnam Star’s first MAR 2020-standard showroom design in Hanoi.
Q: How do you assess the potential and challenges of the luxury automotive market in the coming year?
A: 2024 will likely present similar challenges to last year, and perhaps even be more negatively impacted. However, challenges always coexist with opportunities.
On the positive side, businesses with the right market strategy, operational excellence, and appropriate restructuring can gain market share. When conditions are tough, many players exit the game. Our strategy is relatively simple: define our market positioning accurately and continue delivering 5-star customer experiences.
Q: Drawing from your experiences, what is your vision for Vietnam Star’s future?
A: I have been shaping Vietnam Star’s strategy for over 8 years in Vietnam, focusing on creating a strong corporate culture rather than emphasizing an individual leadership style. Throughout this journey, I have learned that understanding and respecting the local culture is paramount. I continue to learn about this every day.
In the future, Vietnam Star will continue to prioritize two elements: pioneering the use of new technologies to enhance our customers’ 5-star experience and pursuing sustainable development.
