Nattavuth’s venture into the luxury car segment is a reflection of his unwavering drive to continually learn new things and challenge himself
“It is a competitive market.” He continues, “If it’s a matter of simply purchasing a car, people can walk into any dealership and pick one out. This is why we try to differentiate by putting a lot of focus on the customer experience. Primus Autohaus has an advanced in-house service centre that allows us to cater to a variety of needs, many of which other dealers don’t offer—comprehensive vehicle body painting for example. And when a customer does purchase a car we really do celebrate with them. I think we have a unique corporate culture, one that ensures the highest level of customer satisfaction and professionalism.”
Busy by nature and looking for the next chance to diversify, last year Nattavuth went into partnership with Pan Pacific International, Don Quijote Group’s Singapore-based holding company for overseas operations, with the opening of the popular Donki Mall on family-owned land in upscale Thonglor. “As a core tenant, we have the Don Quijote Group’s renowned retail business Don Don Donki, a 24-hour Japanese specialty store selling high quality goods at great prices,” he explains.
It’s a challenge to run multiple complex interests but the entrepreneur lives by the Japanese business philosophies of Kaizen and Yokoten explaining, “Kaizen refers to a kind of continual improvement with an emphasis on enhanced productivity and the work environment—a bottom-up approach in which sharing best practices and knowledge is key. That’s why so much of what we do is undertaken through joint ventures that utilise each partner’s strengths. We seek expertise from other companies to invest in together.” A devotee of the Yokoten principle, which emphasises a go, see and experience for yourself approach, like his father before him Nattavuth is a frequent visitor to the group’s factories and sites.
All the foregoing fails to take into account that Nattavuth also has obligations to wife Pennapa and their three daughters aged nine, 11 and 14. “It would be great if they joined the family business one day but I would never force them,” says their proud dad. “Of course, there’s no reason why they cannot do what I have done and tap into their interests and passions to create something of their own under the umbrella of the family business.” In the meantime, the family’s plans for their regular annual vacations to Japan and Europe are on hold but Nattavuth keeps stress at bay with early morning runs, even the occasional half-marathon, and visits to the golf course. “I enjoy golfing,” he says but adds with a laugh, “I must be mad though. In 10 years of playing the game I don’t seem to have improved one iota.”
