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Published on July 25, 2007

"Workaholic" is a common term you hear in cities nowadays. It's a word almost regarded as a badge of pride as the Asean tiger leaps forward with economic success.

But more and more people are realising the effects of high-stress jobs. Many are aware that they need activities to release them from all that stress. This awareness, plus his love for all-terrain vehicles (ATVs), is the key factor behind Ekasit Kunanantakul's latest business venture.

"More people nowadays look for leisure activities outside the cities on weekends and doing so on ATVs is a perfect way to enjoy the outdoors," says Ekasit, managing director of Global Electric Motorcars (GEM) Asia.

"There is the thrill of speed and the sense of adventure created by being in natural surroundings on a four-wheeled motorcycle."

ATVs are now commonly used by resorts to provide easy mobility for customers and staff. Since ATVs are smaller than a full-size vehicle and yet safer than a two-wheeled motorcycle, they are the preferred choice. The main locations for these resorts are around national parks and beaches.

"The market for ATVs is growing and many ATV parks have opened up which allow people to drive around the area to get a feel of the vehicles. Some of these centres also provide camping facilities. Most importantly, many private customers are turning to buy ATVs, which are transported on trailers with them at weekends," says Ekasit.

"In Thailand, there are many brands that now sell ATVs. Among the popular ones are IMAC and Polaris. Our company sells ATVs with the Adly brand name, one of the three largest ATV producers in the world. Adly also produces ATVs for Bombardier and Arctic Cat, very well-known brands in the US."

GEM is the only company in Thailand allowed to sell the Adly brand. The company currently has service centres in Bangkok, Phuket, Pattaya and Surat Thani, aimed at attracting customers enjoying the areas' resorts.

The ATVs sold by GEM are in the premium segment. Ekasit believes that lowering the price too much would mean the company would not be able to ensure quality and good service.

"Previously, our company only sold electric vehicles like golf carts. But the company's superior service has had customers requesting we bring in ATVs. The company policy on servicing is to get to the customer within 24 hours of the problem being reported," he adds.

"Our customers realise the importance of having very good after-sales service. Customers are willing to pay the money but unwilling to wait too long for service. Many of our customers are resorts and hotels that previously used our electric vehicles. Our prompt service in the past has gained their confidence."

The company, which launched its ATV sales at the Bangkok International Motor Show this year, has sold 200 vehicles since then. The expected target for the year is 500 units and Ekasit believes the company is very likely to reach that figure.

"I personally experienced ATVs in the United States and saw their advantages. I usually enjoy travelling and outdoor activities. The ATV definitely is a fun-filled addition to the family because it comes in different sizes, ranging from 50cc engines for children up to 500cc workhorse types," says Ekasit.

GEM currently provides five different models of ATV with prices ranging from Bt165,000 to Bt300,000. The company is also considering importing electric-powered ATVs as customer demand grows.

"ATVs in Thailand are still associated with fun, which means the quiet operation of an electric version is not very desired, although there have been some requests," notes Ekasit.

"However, we are considering starting up in the ATV motorsport field. It is a cheap form of motorsport that parents can get their children involved in. Motorsport will also boost the image of ATVs."

Public opinion of ATVs is changing. Previously, the vehicle was considered as suitable only for lovers of extreme sports, although the introduction of a whole range of new models has changed that perception.

ATVs cannot be registered for road use and the process of legalising them has been in discussion for the past two years. Ekasit expects the process to be completed within the next two years.

GEM can be contacted at (02) 385 1900 or information can be found at www.gemcar.co.th.

Vijo Varghese

The Nation