Works by Tomato, a wheel dealer with panache

"Our customers are mainly in the premium and luxury segment," says Tomato managing director Chinnawat Raiva. "Our wheels cost anywhere from Bt10,000 for the 16-inch size to Bt100,000 for the 26-inch size. We provide an assurance of the highest quality, because all of our products are imported from Japan. We're also the only wheel shop to provide after-sales service. Customers can claim new products if those supplied have any defect. This is crucial when dealing with premium, high-priced wheels."

The company sells as many as 1,000 wheels a year, and Chinnawat believes business will remain stable this year, because the company operates in a niche market that has a steady following of customers.

Tomato has been importing wheels for six years, and its main marketing effort involves supporting motor sports.

"We provide support for drift teams in Thailand," Chinnawat says. "I believe being in the drift scene shows our customers that even though the majority of our products are used in the luxury and premium segments, they can live with the pressures that a car goes through while drifting. Besides, drifting is a beautiful sport, and it's affordable to many people, unlike quarter-mile or circuit racing. The main idea is to support the growing motor-sports industry in Thailand."

The company's products can be seen on not only premium makes like BMW and Mercedes-Benz, but also Toyota Camrys and Honda Accords. Eighty per cent of sales go to the premium and luxury markets, while the motor-sports market drives away with the rest.

The company also provides a special custom-order service in which the wheels are tailor-made to the needs of the customer. There is one dedicated Works dealership in Bangkok, on Rama III Road, while Works products are offered by a further five dealers.

Chinnawat advises car owners that choosing the right mag shop is important, if they want to get service anywhere near the standard offered by Works.

Vijo Varghese

The Nation

Ultimate in Luxury

The Luxury LS 460 is a wonderfully comfaortable car fitted with all mod cons, althoough not necessarily the most fun vehicle to drive.