TSL going after premium-car crown

       TSL Auto Corporation's glamorous showroom and service centre in the heart of Soi Thong Lor made its debut last week, signifying an expansion drive intended to ensure it remains the country's largest independent premium vehicle importer.
       The company is acting quickly to fill the void created by the collapse of former market leader SEC Auto Sales and Service Plc (SECC), which halted sales in the wake of a massive fraud and embezzlement scandal.
       The latest facility, the third after Chaeng Watthana and Narathiwat Ratchanakarin, cost TSL more than 100 million baht to reconstruct buildings formerly used by SECC.
       The investment underlined TSL's confidence in the premium car market going forward despite the poor outlook for the automotive industry.
       Chairman Surasit Udompolvanich said TSL's five years of growth and support from loyal customers had enabled it to become the leading independent dealer.
       He said TSL also was committed to maintaining service quality at international standards with an advanced technology and well-trained technicians.TSL is also the first dealer to service hybrid electric vehicles.
       Next year, Mr Surasit said TSL planned to open new showrooms and service centres in Bangkok to ensure all areas are covered.
       Sureeporn Udompolvanich, the com-pany's vice-chairwoman, said TSL would open more stand-alone service centres next year in Bangkok to provide convenience to its more than 10,000 customers.
       The centres service owners who bought vehicles from other dealers, but they are required to pay an entry fee of 50,000 or 100,000 baht and do not receive the discounts on parts and labour that TSL gives to its own customers.
       TSL's three service centres with a combined 18 bays are capable of handling 80 cars per day.
       Early next year the company will introduce a delivery service in which technicians will visit customers' homes for check-ups, repairs and scheduled maintenance.
       Miss Sureeporn said the imported car market continued to grow but competition remained tough because of an increasing number of new importers.
       The luxury car market has fared better than the auto industry as a whole because import customers are not as badly affected by the economic and political conditions.
       She said TSL's car sales in 2008 doubled year-on-year to 352 units and are projected to grow 30% this year to 450 units, with 70% of the sales Japanese car brands.
       Major models in its portfolio include the Toyota Estima, Vellfire, Commuter and Bb; Nissan Fairlady, Cube and GTR; Mazda Rx 8 and MX 5; Mini Cooper,and Mercedes Benz E-Class, S-Class and SLK Class.
       In addition, customers can order the models of their choice.
       However, she acknowledged that political and economic factors including rising oil prices would have an impact on car buying decisions.
       In response, TSL will continue with its policy to market more hybrid vehicles,which will account for 30% of its car sales this year. The most popular hybrids are the Toyota Prius and Estima.