Benz BKK opens Nissan dealership
Benz BKK president Rienchai Likitplug discusses the group’s new Nissan dealership yesterday in Bangkok.
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The Benz BKK Group has spent Bt150 million to expand into the mass market by opening a Nissan car dealership.
After selling Benz cars for 15 years, president Rienchai Likitplug said the company had established Siam Nissan BKK as a dealer for Nissan. Of the total Bt150-million investment, about Bt100 million was spent on constructing an office, showroom and service and parts centre on Sukhumvit Road. All services are now available. "Becoming a Nissan dealer with a clear working policy will give the company a greater chance to grow in the mass market," said Rienchai. He said the company had also invested about Bt20 million to improve its Benz business structure and software system, called Auto House Concept, in line with DaimlerChrysler's new standard. "It's expected to be complete by the end of the year," he said. Rienchai said the firm had spent the remaining Bt30 million in investment funds on improving its body-paint service for both the Benz BKK Group and Siam Nissan BKK to serve customers in the Sukhumvit, Bang Na and Samut Prakan areas. The Benz BKK Group has also been appointed as executive dealer of sun-roof accessories for Thai-based Apico Hitech and German-based Webasto. Benz BKK Group managing director Anuporn Likitpurkpaisan said that after the entry of DaimlerChrysler into the retail auto market, the company was limited to selling 350 Benz units a year. As a result, the company has had to shift its focus from the high end to the mass market.
Watcharapong Thongrung
The Nation
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