The Ultimate Driving Force Behind Karsono Kwee’s Success
KARSONO KWEE’s journey from a modest trader in Surabaya, Indonesia, to becoming a major figure in Singapore’s luxury car market is a story of sharp business acumen, innovation and relentless dedication.
In his youth, Surabayan businessman Karsono Kwee was fascinated with the finer things in life. Growing up, he built his trading network of home appliances, electronics, and consumer goods from the ground up. With grit, hands-on street smarts, and a penchant for delivering high-quality service personalised for his growing customer base, his trading business grew. It was then that he decided to pursue his deep-seated fondness for fast cars, a passion that has fuelled his aspirations since he was a ten-year-old playing miniature remote-control cars, projecting that one day he would have real cars of his own. With a warm smile, his mother would always assure him that he will. And so, with his mother’s blessings and an indomitable ambition, Kwee embarked on a journey riddled with obstacles and hard work.
In 1970, armed with only SGD20,000, Kwee took a giant leap of faith by moving his primary trading operations to Singapore. This marked the start of an extraordinary chapter in the unfolding of his entrepreneurial story and the beginning of his foray into the high-end market.
Kwee’s enthusiasm for the luxury automotive sector was so fervent that he once broke his leg in a high-speed racing event. This passion and his business prowess led him to take the bold step in 1985 of running Porsche’s operations in Singapore. Despite starting with a modest team of 20 and limited facilities, Porsche trusted Kwee, recognising his remarkable business flair and robust network. Under his astute leadership, the business thrived exponentially.
His success with Porsche was just the beginning of his grand scheme. Following his strategic outlook, Kwee expanded Porsche’s operations to other countries in the region, including Indonesia. This expansion was instrumental in the meteoric rise of the Eurokars Group, named astutely after the magnate himself.
Under Kwee’s indomitable leadership, Eurokars Group became a luxury car market powerhouse. His strategy of focusing on Singapore and Indonesia for Porsche while broadening his portfolio to other luxury car brands proved to be a masterstroke. Today, Eurokars Group is Singapore’s largest privately-owned car distributorship, boasting an impressive collection of prestigious brands such as Rolls-Royce, McLaren, Pagani, and MINI, among other major brands.
Eurokars Group firmly entered 2024, launching a new global headquarters occupying 11 Kung Chong Road, Singapore, an area known to be the prestigious home of ultra-luxury car dealerships. This eight-storey flagship facility is home to multiple impressive facilities, including Asia-Pacific’s largest Rolls-Royce Motor Cars Showroom, Singapore’s very first BMW Eurokars Experience Centre with the latest Retail.Next Concept, and other amenities, all aptly designed in the perfect image of a five-star hotel. “This new headquarters amplifies our strong foothold in the Asian market and affirms our commitment to offer unparalleled service to our customers,” says Kwee.
Kwee’s vision for Eurokars Group in Indonesia has taken an innovative turn. His decision to focus on elevating Mazda to a premium segment has been one of the most impactful, introducing luxury electric and hybrid models like the Mazda CX-5 Mild Hybrid to suit the evolving tastes of Indonesian consumers. As a testament to Kwee’s strategic thinking, Mazda now contributes a major portion of Eurokars Group Indonesia’s revenue. We had a chat with Kwee to discuss all things cars and more.
“I’ve always been fascinated by automobiles, and I do believe this shared passion among our people is the strongest driving force to our growth.”
With your profound passion in the automotive world, how did you develop the Eurokars Group to its current stature?
I’ve been in the automotive business for 38 years, but my interest predates that. I’ve always been fascinated by automobiles, and this shared passion among our people is the strongest driving force to our exponential growth. In 1985, we had the opportunity to take on the Porsche business. We started with just 20 people and no facilities, but there are passionate, driven individuals I trusted and our customers trusted. And so, Porsche trusted us, and we built the business from the ground up. It was challenging, especially when you are relied on to expand operations to encompass other parts of Asia Pacific. My focus today remains on Indonesia and Singapore, which proved pivotal for our growth in the years to come.
Among all the cars in the world, which one are you most passionate towards?
Now, that’s a difficult question as I have an affinity for all cars. If you look at my personal collection, I make room for just everything that catches my fancy, from a Suzuki Jimny to an MG Cyberster and more. I’ve always been fond of sports cars as well. In my youth, I raced motorcycles in Surabaya, resulting in more than a few injuries. Today, I drive about once a week as it constantly reminds me of why I’m in the business in the first place – a very personal driver’s high.
Considering the ever-expanding portfolio of Eurokars Group, do you plan to introduce any new ultra-highend brands to Indonesia?
While we are always open to opportunities, I always consider several crucial points. The brand’s prestige and alignment with luxury values are paramount, as my core business revolves around high-end automotive excellence. Market potential and consumer perception within my regions, particularly Singapore and Indonesia, are crucial. I also consider how the brand complements or diversifies my existing range. Ultimately, the decision hinges on a strategic blend of the brand’s reputation, its potential for growth and profitability, and its fit within the larger vision of Eurokars Group.
Could you share your targets for Eurokars in Indonesia, especially for Mazda?
This year is crucial for us. We’ve discussed with Mazda and, in principle, agreed to assemble their cars in Indonesia. This development is significant for our operations in general. In addition, of course, there will be new high-end models to launch this year, including a number of 7G models within the segment of Medium SUV, Medium SUV (BEV), Large Premium SUV (PHEV), and Large Premium SUV (MHEV). Can you describe the secret behind successful leadership? My leadership style is simple. I treat my employees like friends, but they know when I’m serious. For me, reputation is the most important principle in business – and in life. Whatever you promise, you must deliver.
Could you share insights into your 38-year journey building the Eurokars Group?
How has the company evolved? It’s been a challenging but fulfilling journey. From just two brands initially, we’ve expanded into a more significant player in the market, and right now, we are managing eight brands in Singapore and in control of a larger portion of the market.
This new headquarters is a monumental milestone in the group’s history. The multi-purpose, eight-storey auto fortress offers everything from dealership and head office to workshops and experience centres, amplifies our strong foothold in the Asian market and affirms our commitment to providing unparalleled customer service. I’m grateful for the trust and support from my customers, team and partners. The evolution of technology and the brand portfolio has been remarkable. I’m looking forward to continuing our growth.
“Remembering where you come from and staying true to those values is crucial in business and life.”
What’s your personal motto or guiding principle in life?
My motto is always to remember and be grateful to my employees. They have been instrumental in supporting the Eurokars Group and my vision. It’s not just my efforts but the collective hard work of our team that has brought us here.
Finally, what message would you like to share about your Indonesian heritage and its influence on your business?
Never forget your roots. Whenever I have the opportunity, I focus on expanding my business in Indonesia. Remembering where you come from and staying true to those values is crucial in business and life.