Unveiling the Lamborghini Lifestyle
Embark on an exhilarating journey as we sit down with Mr. Roland Chan, the CEO of Lamborghini Kuala Lumpur, in an exclusive interview that delves into the evolution of Lamborghini’s presence in Malaysia!
From bold beginnings with the McLaren franchise to the acquisition of the Lamborghini brand, Mr. Roland Chan shares insights into the challenges faced, the dynamic team behind the success, and the commitment to delivering a unique automotive experience.
1. Can you share with our readers how Lamborghini Kuala Lumpur started, and how it evolved to what it is today?
About seven years ago, a group of car enthusiasts, embarked on a bold and interesting journey. Back then, the McLaren franchise caught our eye, coinciding with the attention of one of our primary investors, Tan Sri Dato Seri Sir Jeffrey Cheah. While Sunway Group, led by Sir Jeffrey Cheah, employs over 15,000 people across 12 sectors (which does not include automotive), his passion for supercars, together with that of the group, led us to acquire the McLaren Supercar brand franchise in Malaysia.
With our interest piqued, we expanded our horizons, eventually venturing into the Lamborghini brand franchise when the opportunity arose. We were a group of passionate motoring enthusiasts envisioning a business that focused on customer engagement and introducing a unique lifestyle rather than just selling cars. Despite our limited experience in the industry, we believed in selling a wholesome brand experience.
Coming from a multinational organization background in the IT industry, I introduced a sense of urgency and a process-driven framework and culture to the new McLaren and Lamborghini dealerships. We adopted a new way of working, emphasising communications and efficiency, given our small, family-like organisation where individuals would often need to handle multiple responsibilities.
2. How crucial do you believe your compact team is to the overall success of your endeavors? In other words, does the phrase “Small team, big dreams” resonate with the significance you attribute to your team’s impact?
In our group, we prioritize a distinctive approach with regular cross-departmental meetings aimed at fostering a deep understanding of our business dynamics and the unique functions within each department. Reflecting on our three-year journey with the Lamborghini brand, we are very proud of our progress thus far. Despite the initial challenges of setting up a new franchise dealership at a time when everyone was faced with the multitude of COVID-19 restrictions, we successfully navigated those hurdles.Starting with no premise or staff, we orchestrated a rapid setup within weeks of securing the franchise. Faced with the challenge of building a brand-new facility, we even had to temporarily operate our aftersales support from Audi’s workshop for the first few weeks. Despite our backs against the wall setting up through the various operational disruptions and restrictions due to the COVID-19 pandemic, it was the enthusiasm of a great team of professionals and innovative approaches that carried us through. For that, I couldn’t be more proud but acknowledge the success we enjoy today, is a result of a true group effort of our pioneering team.
Our persistence paid off as the brand new Lamborghini Kuala Lumpur facility you see today was complete, fully functional and launched within less than a year. Like many businesses, we had to adopt innovative strategies throughout the difficult COVID-19 restrictions of 2021. Based on some our our key learnings from the the McLaren brand experience a few years earlier, we were able to draw on some of the best practices derived and reach out to our database of supercar enthusiasts. Considering unconventional approaches, we never stopped thinking outside the box in reaching our core audience.
Fortuitously, with the creativity of our young and dynamic team, we successfully implemented those innovative approaches. Despite not having a physical premise initially, we are proud to have achieved our targets right in our very first year of operations. Taking on this achievement and responsibility also involved servicing the existing Lamborghinis in Malaysia, numbering around 400 at the time of acquisition of the franchise—a substantial target and challenge that our exceptional team successfully navigated. Fast forward three years, and the demand for models like the brand-new 1001 horsepower-V12 Revuelto remains solid, with a waitlist of approximately two and a half years. The Urus SUV replacement, has also attracted a comparable waitlist, with the first deliveries anticipated next year. Lamborghini’s unique approach prioritizes future sales generation, aligning with the forward-thinking ethos of modern luxury brands.
Congratulations on this achievement and kudos to the amazing team!
The real driving force at Lamborghini Kuala Lumpur is the team – Whilst I am often away, it’s the dynamic team of professionals here that make the difference. We have a group of Individuals with a range of interests in the luxury brand sector. Bringing them together and channeling them to live the Lamborghini brand exudes ultimately through the quality of our service and delivery of a unique automotive experience for our customers.
3. What are some of the operational and trend challenges that you would like to highlight?
On the less glamorous side, which I’m sure you can relate to, we also have to navigate through the intricacies of government-related matters, such as homologation, customs, and regulations. In the backroom, we are also fortunate to have anexcellent administrative team dealing with the various government agencies and logistical challenges to successfully bring Lamborghinis from Italy to the doorstep of our customers in a timely and efficient manner. In Malaysia, it’s crucial tobalance business focus with a deep understanding of government processes, making both aspects equally important.
It is crucial that we continue to adapt to an evolving industry and understand diversecustomer preferences. For example, some customers have expressed interest in new technology hybrid or electric vehicles, while others still crave for the traditional roar of an internal combustion engine. Managing these expectations involve convincing customers that Lamborghini will continuously develop and market technologically advanced, world leading supercars that are guaranteed to tug the heart strings of all motoring enthusiasts.
An excellent example is the transition from the naturally-aspirated V12 engine in the retired Aventador model to its hybrid successor, the Revuelto. Traditionalists, valuing the historical V12 legacy, pushed for its continuation. Responding to this sentiment, as well as the need for technological advancement, the factory created a hybrid with a V12 engine, showcasing an adaptive approach based on customer preferences. Our commitment to treating Lamborghini as a lifestyle advancement rather than just a product emphasizes the challenge of aligning with evolving lifestyle aspirations. To address this, we tailor the customer purchase experience to embody the Lamborghini lifestyle from day one. This involves guiding customers through the unique aspects of our cars, allowing them to feel from the quality of the upholstery, to exploring lifestyle accessories and products, to immersing themselves to the Lamborghini lifestyle experience. It starts on the very day the customer selects the options for his car.
4. You’ve mentioned that fostering a sense of community and engagement beyond the acquisition of the cars is crucial. Can you share with us about some of the unique lifestyle activities and events that you have organized for Lamborghini owners?
As part of the Lamborghini lifestyle initiatives, we have organized drives, travel and social activities for our Lamborghini owners. These activities have extended to Langkawi, where owners enjoyed a memorable gathering featuring drives, a lavish dinner, a yacht outing, and a visit to Banjaran Hot Springs in Ipoh, Perak. For the hardcore drive enthusiasts, track days are held at the Sepang International Circuit for owners to test the limits of their vehicles. A year back, we even launched our Huracán STO model at the track where the Factory was generous enough to ship 4 cars over for our owners to experience the thrill of driving a track-focused Lamborghini!
5. How do you envision the future evolution of the luxury industry, especially in Southeast Asia?
In anticipating future trends, we recognize diverse preferences among our clientele, ranging from motor sports enthusiasts to those interested in social activities such as golf. We actively adapt to these lifestyle trends, and ensure our activities remain relevant at all times. We are absolutely customer-centric in our approach, and seek to attune ourselves according to their interests.
As part of our forward-thinking initiatives, we are currently looking to introducing more tailored track activities where we can concentrate on advancing particular driving skill sets. For instance, understanding the challenges faced by customers residing in the South, we are exploring the possibility of providing similar facilities and activities in the southern region. The future direction will depend on the evolving interests of our discerning clientele.
6. What are your thoughts on the perceptions of Made in Italy brands among consumers in Malaysia and Southeast Asia?
When it comes to Italian brands, there’s an inherent association with quality products, exceptional design, creativity, and engineering excellence – essentially representing the epitome of the finer things in life. This perception aligns with the aspirations of the affluent, seeking to be associated with these refined elements. Lamborghini, being a powerhouse brand, naturally becomes the preferred choice for those even remotely interested in high-performance cars. Interestingly, we even have customers who invest in these luxurious vehicles purely for their aesthetic appeal, sometimes refraining from driving them due to the sheer opulence or practical considerations. In essence, the allure of associating success and life ambition with a brand like Lamborghini or other Italian counterparts becomes a symbol of achievement.
7. Can Malaysian car manufacturers benefit from adopting some practices of their Italian counterparts?
Certainly. As an example, I observe that the creative sector in Malaysia may not hold the same stature as it does in Europe. There appears to be a general societal bias against the younger generation choosing a career in the creative sector, as opposed to the more traditional high regard to choosing a career in medicine, law or engineering. Contrary to this sentiment, I firmly believe that the creative sector contributes significant value to processes, products and services, an enduring force unaffected by advancements like AI.
While some may side for the more traditional preferred professions mentioned earlier, I argue that AI could potentially replace jobs in those fields in the very near future, whilst being oblivion to the huge untapped potential that exists within the creative sector. AI cannot, and will not replace human creativity as quickly. This perspective extends to the arts, as exemplified by my nephew aspiring to be a musician. His journey included a crucial stage in Italy, where he acquired his violins, highlighting Italy’s unmatched reputation in nurturing artistic pursuits. It appears that, for many, Italy remains the preferred destination for cultivating creativity and skill in various domains.
Well, Italy is after all, the birthplace of the Renaissance!
Certainly! Italy exudes a remarkable richness in arts and culture. It’s a place where people are brought up with a deep appreciation for these aspects, influencing their approach to work. In contrast to Malaysia, where there is a strong emphasis placed solely on short term monetary profit, the culture in Italy encourages finding joy and pride in one’s work, even if it doesn’t necessarily translate into immediate wealth. This philosophy highlights the diverse perspectives on life, fostering a positive and enriching mindset.
Lamborghini Kuala Lumpur
Address: 27, Jalan Perintis U1/52, Kawasan Perindustrian Temasya, 40150 Shah Alam, Selangor, Malaysia
Contact No: 019-261 8030
