More than cars: Lessons in loyalty from Malaysia’s motoring pioneers

 

I READ with interest reports that Federal Auto Holdings Bhd (FAHB) is celebrating its 66th anniversary this month with special promotions for Volvo buyers, including discounts and opportunities to win holiday packages to beach resorts around Malaysia.

The milestone brought back memories of my early years in Malaysia’s automotive industry, at a time when many of the country’s pioneering vehicle distributors were laying the foundations for what would become a major sector of the economy.

Federal Auto Company Limited was established in Penang in 1960 as the sole distributor of Volvo vehicles in Peninsular Malaysia. In 1967, it partnered with AB Volvo to establish one of the country’s earliest vehicle assembly operations in Shah Alam.

A former classmate joined Swedish Motor Assemblies Sdn Bhd shortly after finishing secondary school in 1968.

He spent his entire career with the company and retired decades later with a brand-new Volvo as a farewell gift, a testament to the loyalty that once characterised many employer-employee relationships.

My own association with Federal Auto began in 1969 when I worked at its workshop and parts centre along Old Klang Road. Before that, I had spent two months as an apprentice at Champion Motors, then the sole distributor of Volkswagen, Audi and Rover vehicles in Malaysia.

Looking back, changing jobs may have saved my life.

Champion Motors’ showroom was located along Jalan Campbell, now Jalan Dang Wangi, an area that became one of the focal points during the May 13 riots in 1969.

Had I remained there, I might have found myself caught up in the violence. Instead, I was working at Old Klang Road and living with colleagues in a nearby terrace house.

Later that year, I joined Tan Chong & Sons Motor Co Ltd as a workshop receptionist. Having completed a diploma in automobile engineering through distance learning with the British Institute of Engineering Technology, I was determined to build a career in the automotive sector.

In those days, salaries were modest, but opportunities were plentiful. Tan Chong’s workshop then operated from a large shed behind its Jalan Ipoh headquarters before later relocating to Segambut as its assembly operations expanded.

In 1973, I moved to a wholly owned subsidiary of Tan Chong Motor Holdings Berhad and spent the next 19 years in the tourism industry. Even after leaving the company, the relationships forged over the years endured.

These experiences remind me that the success of long-established companies is built not only on products and brands, but also on the people who contribute to their growth over decades.

Employees, customers and business partners all play a role in shaping a company’s reputation and legacy.

As Federal Auto celebrates 66 years in business, it has an opportunity to recognise not only current customers but also the generations of staff and loyal supporters who helped build the company over the years.

In an increasingly competitive marketplace, heritage remains a valuable asset. Companies that remember their history, appreciate loyalty and maintain meaningful relationships with customers and employees are often the ones that leave the most lasting legacy. 

YS Chan is a tourism, transport and training consultant.

The views expressed are solely of the author and do not necessarily reflect those of MMKtT. 

- Focus Malaysia