'Yuma Next' concept aimed at driving growth

Yuma Motors Group, one of the fastest-growing grey market importers, which is also the official representative of Brabus, Wies-mann, 9FF and importer of other super luxury automotive brands, is embarking on a new marketing concept for the second half of 2012, said Yosawad Thirapornsawad, the company’s director of marketing and services.

“The ‘Yuma Next’ concept caters to the very key needs of the company’s core customers. It ensures that the brand remains the most wanted in customers’ hearts while maintaining sustainable growth. In addition to this, the company will improve its sales, service and business strategies with regard to the outstanding products that it imports. Exceptional aftersales service will be provided to every customer with the latest technology service equipment and a highly experienced service team. Yuma Motors Group has a marketing budget of Bt40 million to ensure  success,” he said.

“In the past three years that the company has been in operation, we have seen a continued interest for super cars and luxury cars from high-end customers. A key aspect has been focusing our activities on strengthening aftersales services to provide a completely worry-free experience for our customers. Along with renaming the company from Yuma Motors to Yuma Motors Group, we have restructured the organisation and made various improvements in our management tactics,” Yosawad said.

“These changes allow our marketing and sales teams to reach their full potential. It ensures that we import the right products to cater to the needs of even our most demanding customers. We have a keen eye on updating ourselves with the latest technology that is required to service the supercars and luxury cars that we sell. This is the first time in three years that we are implementing such revolutionary changes in management style and we are highly optimistic about it. 

“We are convinced that customers will notice impressive changes in terms of product and service. These changes will help us exhibit the stability and trustworthiness that the Yuma brand stands for. Also, we are confident that these qualities will attract more customers to buy from us and use our services.”

The overall market for high-end cars, which includes both luxury and supercars, has had several positive factors which have fuelled its growth in the past two years and until now. The weaker Euro has resulted in many European cars being available at much more attractive prices for customers.

“The launch of a myriad of new models equipped with the latest in automotive technology is another factor. Some customers buy as they want to replace their current versions with new, updated models, while some buy to add the cars to their collection,” Yosawad said.

Last year Yuma sold 120 imported vehicles with a combined value of Bt1.8 billion. Most of the cars are priced above Bt3 million. The company expects sales to grow by 10 per cent, or reach a value of Bt2 billion, in 2012.

For 2012, after restructuring, all marketing strategies have been synchronised with the “Yuma Next” concept.  Yuma Motors Group will add one new showroom in Bang Na, Bangkok, this year and two more are planned upcountry. Major cities like Phuket and Udon Thani are being considered.