Mr. John Lloyd White, with over 8 years in Vietnam, is the General Manager of Vietnam Star Automobile, one of the largest distributors of Mercedes-Benz Vietnam. He has many years’ experience in leadership positions with Mercedes-Benz before his tenure in Vietnam.
Mr. John Lloyd White, General ManagerVietnam Star Automobile, one of the largest distributors of Mercedes-Benz in Vietnam.
– What do you think about customers of Mercedes-Benz in Vietnam? How are the habits of buying and owning luxury cars different from those in Europe or Thailand?
– Each market in the world has differences, especially in the luxury car segment. The automotive industry in Vietnam, though young, has a fast growth rate. Our main customer group here is around 30 years old. The majority own cars for the first time, and they are willing to spend much more than customers in developed countries.
– What are the advantages of Vietnam Star Automobile compared to other Mercedes-Benz Vietnam distributors?
– Vietnam Star is a company of Lei Shing Hong, the largest retailer of Mercedes-Benz globally, with more than 55 years of experience with the luxury car brand. We distribute luxury cars in many regions, such as China, Taiwan, Korea, Germany, the UK, Australia, and Vietnam. We entered the Vietnamese market in 2005 when we saw great potential for development.
Our senior leadership team has many years of experience in the luxury car sector and understands customers and the industry’s characteristics. Aiming for the benchmark in customer experience, Vietnam Star leads in applying modern technologies and the latest standards of Mercedes-Benz globally in operating showrooms and service workshops. All of these are to bring the most complete experience to customers.
Inside Vietnam Star’s MAR 2020 showroom.
– What was Vietnam Star’s biggest achievement in 2023?
2023 was a memorable year for Vietnam Star. At the beginning of the year, we opened the Truong Chinh showroom in Ho Chi Minh City, marking Vietnam Star Automobile as the owner of the most MAR20X showrooms in the Mercedes-Benz Vietnam retail system. This is also the first showroom in Ho Chi Minh City to achieve the MAR20X standard.
Mercedes-Benz Truong Chinh
Last year, we also received 16 major awards at the Mercedes-Benz Vietnam distributor recognition ceremony, including major categories such as Dealership of the Year, Showroom of the Year, Marketing Star Award, etc.
– In addition, Vietnam Star also distributes Mercedes-Benz’s super luxury and performance lines, such as Mercedes-Maybach, Mercedes-AMG, and EQ. How do you approach customers, especially luxury electric vehicles?
– For Mercedes-Maybach, owners are special individuals, high-ranking, and recognized by society. Mercedes-Maybach customers want more than just a means of transportation, especially with the rear seats needing to be fully equipped for relaxation or work.
The Mercedes-AMG performance sports car line attracts young customers who are passionate about speed. The EQ pure electric vehicle targets open-minded customers who love exploring new things and tend to protect the environment.
Electric vehicles are still a story of the future; when the habit of replacing traditional internal combustion engines is not common, this is a problem not only in Vietnam but also in many other countries in the region. At Vietnam Star, we have a system of free charging stations at showrooms nationwide to serve customers who buy and use the Mercedes-Benz EQ line.
Vietnam Star’s first MAR 2020 showroom design in Hanoi.
– How do you assess the potential and challenges of the luxury car market this year?
– 2024 will face similar difficulties to last year, possibly even more negatively impacted. However, challenges always come with opportunities.
On the positive side, if a business has the right market strategy, optimizes operations, and restructures appropriately, it will gain a high market share. Because in difficult circumstances, many businesses will have to stop playing. Our strategy is simple: precisely position the market and conquer customers by 5-star standards.
– From your experience, how do you orient Vietnam Star in the future?
– I have been building a strategy for Vietnam Star for over 8 years in Vietnam, focusing on creating a corporate culture rather than a prominent personal leadership style. Throughout that process, I have found that understanding and respecting local culture is paramount. I myself am also learning this factor every day.
In the future, Vietnam Star will continue to maintain 2 elements, including pioneering the application of new technologies in the 5-star customer experience and sustainable development.
Trang Nguyễn (forum.autodaily.vn)
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