Be very careful how you use the word “more”. When Oliver Twist asked for more (oatmeal), he was hit with a ladle and sold for five British pounds (S$8.50 today!). Charmain Kwee asked for more (opportunities) and became the Eurokars Group’s Group Executive Director.
People who knew her expected nothing less. “Last year, when I met up with my high school friends, I told them, ‘Oh, I can’t believe I’m in the car business’,” insists Kwee, with mock annoyance. “And they laughed as they said, ‘Everyone knew, except you’.”
How she returned to the automotive distributorship—it represents luxury marques like Porsche, Rolls-Royce Motor Cars, BMW, Mini, Mazda, Maserati, McLaren, MG, Ferrari, Pagani, and Bentley across Singapore, Indonesia, Australia, and China—founded in 1985 by her dad Karsono Kwee has become an industry legend.
Long story short: returning home from work as a disputes lawyer one night, she saw her dad worrying about the details of a joint venture and decided to chip in.
“Although this was just a temporary arrangement, I realised there were many opportunities for me to do what I was good at: identifying and fixing problems,” Kwee says.
“After wrapping up the joint venture, other things came along, and I kept telling myself, ‘I’ll just do a little bit more’, then ‘a little bit more’… and in the blink of an eye, ‘oh never mind, I’m staying!’”
Her “little bit more” mindset has translated into a string of impressive accomplishments since joining Eurokars in 2022.
With a BMW dealership, the company opened within its Singapore headquarters at Kung Chong Road a luxurious 1,000-sq-m BMW Experience Centre that houses the first BMW Retail.Next concept here. ICYMI, on the ground level of this building is also Asia-Pacific’s largest Rolls-Royce Motor Cars showroom. More recently, the company also expanded its portfolio with EV brand IM Motors.
With a network of over 20 showrooms across Singapore, Indonesia, China, and Australia, Eurokars sells more than 15,000 vehicles annually and employs 1,700 staff across these regions.
While Kwee oversees operations in Singapore and co-manages China and Australia with her brother Herbert, one of her most important tasks is shaping a seamless, one-stop car
shopping ecosystem. She shares her game plan with us here.
For others, the role of Group Executive Director may be just a job, but for you, it is also a responsibility.
Yes, it is. When I first accepted the appointment, it was for my dad. However, I am now committed to our people as well. To support our community engagement and business development activities, we formed teams, whose responsibilities included BMW and Porsche, public relations and communications, and leasing.
Seeing them break their backs to help the company grow increased my sense of responsibility. Maintaining an environment that maximises their potential and allows them to achieve their goals is my responsibility. It has kept me going and continues to do so.
Did the journey go as you expected?
It’s a completely different game from law. When I first arrived, I concentrated on understanding the car industry and business services, including after sales. I saw more opportunities to diversify as our stable of brands expanded, first with the BMW dealership.
We have revamped our Eurokars Leasing services to cater to younger consumers who are shifting towards “asset-light” living. Instead of buying cars, they prefer to rent them. As part of our efforts to simplify the car rental process for these customers, we have created a new platform for renting and leasing cars. Our one-stop solutions here will make Eurokars’ unparalleled experiences even more complete. Whether you want to rent, buy, or trade-in a car, we’ve got you covered.
At 28, you are right on the pulse of Gen Z’s tastes and preferences in car buying (or not).
Although I cherish heritage and traditions, social media has accelerated the speed at which our world is changing. This means staying relevant and present through effective branding strategies. It has prompted me to strengthen the group’s Public Relations and Communications department. A car is not just a car; it is a manifestation of the maker’s craft and creativity. We must convey that.
What challenges did you face in this aspect?
For one, not everyone is interested in being featured on social media [smiles]. As the industry is still quite old-school, balancing tradition with trends is the key. We are making a conscious effort to be as authentic as possible—our ads feature our people, not professional talents.
This is our way of recognising their role as part of our family; it is a culture my dad worked hard to build. As well as talking the talk, I must walk the walk. As one of the rare few willing to do this, I am a constant “target” for my PR team.
Is it true that you were a child actor?
[Chuckles] Yes, it is true. When I was eight years old, I appeared in two MediaCorp dramas. I don’t remember their titles or plots, but I played a very sick child in one of them. I had very few lines in Mandarin.
What are you doing to redefine luxury for your customers?
Many car owners prefer discreet luxury now. Instead of an all-over monogrammed T-shirt, they are more likely to buy logo-less white sneakers—if you know, you know. We adapt our strategies to engage consumers according to each brand’s USP. Our BMW posts, for instance, are more trendy and have catchy BGM (background music), whereas Rolls-Royce requires a more refined approach. The experience is something we emphasise a lot, because it’s the reason people spend money on cars. In addition, it allows us to share our passion for cars with our customers and community members.
“Don’t let it affect you if you encounter it, just continue doing what you do well.”
Charmain Kwee, on dealing with gender bias
The auto industry is notoriously dominated by men. How often do you encounter gender bias?
To be honest, never. Throughout my life, I have had many male friends who have never made me feel uncomfortable just because I am a girl. At Eurokars, your ability is more important than your gender.
Our organisation is quite balanced—more than half of our management team is female. A conscious decision wasn’t made to create this balance; the person who fits the bill gets the job. Having the ability to contribute, share, and learn in a male-dominated space is great. My advice is not to let it affect you if you encounter it, just continue doing what you do well.
You mentioned building on your dad’s “family” culture at the company. As a leader, what do you bring to the table?
One of the first lessons I learnt from my dad was to consider multiple options and factors before making a decision. Although he never explained the details, I eventually realised that his decisions were driven by love and compassion for his staff, whom he treats like family.
With my leadership style being a little different from my dad’s, the company culture has evolved. Is it the generation gap? Perhaps. I’m not down for any BS, though. I like to get straight to the point; establishing clear and transparent communication helps to up efficiency and cut the drama. Respecting one another allows us to focus more on our common goals. It’s not a situation where it’s okay if you die; if you did, we’d both have died.
How have you evolved as a leader?
As I have become more open to different opinions, I have learnt to balance them with my own. Although I am still competitive, I’m less rash when it comes to making decisions [laughs].
Like how?
I’m taking golf lessons. When I started, I found driving the buggy more fun than the game. The best days are when the otters and monkeys visit. Now I go to more games because I want to keep the handicap down.
Finally, does it irritate you to be called “Daddy’s Girl”?
So what! I love my dad, so it’s great. Growing up, I had to deal with it, but I never really had a problem with it. In all this, the key is to be confident in who you are and ignore the negative comments. My dad worked hard for his success, and I’m so proud of him.
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[Re]Master02 in Sand Gold, from Audemars Piguet.
Photography Joel Low
Styling Chia Wei Choong
Hair Aung Apichai, using Kevin.Murphy
Makeup Keith Bryant Lee, using Charlotte Tilbury
Styling assistant Annalisa Lim
Photography assistant Eddie Teo
