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Businessman’s winning feeling

Businessman’s winning feeling

(2008-09-16)

  By: LEONARD LIM

  EVERY client whom Richard Tay met in Shanghai yesterday was greeted with a firmer handshake and wider grin than usual.

  For the group managing director of YHI International was still soaking in the winning feeling, a day after Sebastian Vettel recorded Toro Rosso’s maiden Formula One win in the Italian Grand Prix.

  This, with Advanti lightweight racing rims supplied by the Singapore firm. “The feeling is great, I feel very proud,” said the 57-year-old Tay, who watched the race in Shanghai, where he is on a business trip.

  “You could see how much the first win meant to the team as well. They were celebrating so wildly.”

  Another reason for his elation: Second-placed Heikki Kovalainen (McLaren) and third-placed Robert Kubica (BMW Sauber) used rims which are also house brands of YHI – Enkei and OZ respectively.

  With the inaugural SingTel Singapore Grand Prix just two weeks away, Tay is hoping for another sweep of the podium positions, but this time, on home soil. YHI became the first Singapore brand to appear on F1 cars after it inked a three-year, US$6 million (S$8.62 million) deal to supply Advanti lightweight rims to Toro Rosso in February.

  Since then, the public-listed tyre and wheel-maker has seen its brand awareness jump.

  “From 21 countries, we now have 46 countries where our brands are distributed,” said Tay, a former racing enthusiast who used to tear around the old Thomson Road circuit in the 1970s, winning several trophies in his Mini Cooper S. “Most of these new markets are European countries, especially those in the Eastern bloc like Hungary, Poland, and the Czech Republic.

  “Our target is to attract European customers and going into F1 has helped.”

  Before the F1 season in March, 29 per cent of YHI’s production was its own brand rims like Advanti and Enkei.

  The rest are brands owned by other companies but manufactured by YHI.

  Today, the demand for his house brands has increased to 44 per cent.

  “Our target is to have 50 per cent of each by year-end,” said Tay.

  He will be back at his West Coast home next week, just in time to catch the Singapore race in the Toro Rosso Paddock Club.

  Said the father of three, who owns a Mercedes CL 500, Mercedes S-Class and Ferrari: “Sponsoring an F1 team has been a good business decision.

  “It has helped enhance our brand awareness. It used to be difficult to get people to distribute our brands, but now, people are approaching us.

  “They want to distribute our rims for us. I’m sure Vettel’s win will help even further.”

《The Straits Times》
(编辑:黄秀茱)

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美国苹果公司最近两周遭到中国官方媒体的猛烈批评。4月1日,苹果公司公布由CEO库克签名的道歉信,承诺改进在华服务。请问你对苹果道歉怎么看?
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调整后的售后政策并无实质性改变
苹果是否傲慢应由市场行为、消费者投票决定
苹果服务已经比很多公司好很多,不必过分挑剔


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