Jasmmine Wong manages a long line-up of automobiles as the CEO of Greater China and Singapore for multinational automotive distributor Inchcape. However, she did not have any trouble choosing her favourite vehicle.
“It’s the Suzuki Swift. It was my first car and it is what I will probably get my daughter when she turns 18,” Wong says, without skipping a beat. “The Jimny is also beautiful and has a lot of personality. It is edgy, creative and clever. I also love my Lexus because it gives me peace of mind. The system is quiet and cost-effective. All the brands we distribute have outstanding models; it depends entirely on what you want and, on our part, reaching out to the right audience.”
Wong is clear about what she wants. With gender diversity in senior leadership still a work in progress in our male-dominated society, her decisive nature fits well in an organisation that is not always seen as welcoming to women. Increasing the number of women in the industry is something the mother of two is actively working towards.
In 2017, Wong joined Borneo Motors Singapore as managing director after 12 years at Nestlé. Three years later, she rose to her current role after proving her mettle. Under her leadership, Inchcape Singapore grew its market share, opening new avenues of growth in after-sales services and developing the commercial vehicles and truck businesses. Some of her most innovative initiatives include digitising key aspects of the customer experience, establishing long-term partnerships with e-hailing behemoth Grab, and spearheading an autonomous vehicle project.
“Currently I am managing about 1,100 people across Greater China and Singapore,” Wong says. “We supply many public service vehicles, such as taxis and buses to the market. This, however, is the unseen part of the business. Consumers know us for Toyota and Lexus but we are responsible for so much more than just that. We handle everything behind the scenes, from importing the cars to preparing them for customers to providing after-sales service and managing a huge client database. It’s a very interesting business.”
Having trained in the fast-moving consumer goods (FMCG) industry, Wong displayed a keen instinct for the automotive business. Her stock-in-trade was—and still is—her ability to understand, and to some extent predict, what consumers look for. In spite of the fact that some might consider this sensitivity a feminine trait, Wong believes her ability to connect with a rapidly changing demographic has more to do with her FMCG background.
“You have great responsibility as a leader, but you also have great privilege. Help the next generation instead of keeping it to yourself. To succeed, leaders must help their people reach greater heights, to conquer a larger area.”
Jasmmine Wong leadership approach is to empower others
“Our industry is supported by incredible engineers who are dedicated to making the best possible car with high performance and clean engines. However, I look at cars from the perspective of what the consumer wants,” she says.
“Although a woman may want to test the engine and enjoy the way it drives, she doesn’t necessarily care about the engine. I want a quiet car so I can listen to my favourite music. I value accessories like my cup holder. Some people talk about top speed or maximum torque, but to me, what matters is what I can touch, feel, and experience. Buying cars may be done by men, but closing the deal is done by women. That is something you cannot ignore.”
The automotive industry’s rapid process of electrification is also ever-present in Wong’s mind. “The auto industry came to this realisation a bit late, if you ask me,” she grins, referring to the automotive business’ recent overwhelming push for sustainability and the environment.
Toyota has advocated for green technology for a long time. Unfortunately, Wong believes no one took notice. Tesla’s rise in popularity, however, demonstrated that electric cars could be sexy and successful if marketed properly and with the right messages. Wong feels that more needs to be done though. Already, scientists have sounded the warning bells, shouting from the rooftops that the temperature rise target of only 1.5 degrees Celsius is unattainable.
Female empowerment
Photo: Joel Low.
United Nations Secretary-General António Guterres puts it in plainer words at the 2023 World Economic Forum, saying that the planet is hurtling towards climate disaster. “Sustainable mobility and electrification are no longer optional agendas,” says Wong.
It takes more than a cleaner, greener environment to make the world a better place. As well as promoting diversity on multiple levels, it means creating an equitable workplace for all genders. Wong is acutely aware of her corporate visibility and uses it to encourage both men and women to smash the glass ceiling. She has also mentored many women within and outside of Inchcape.
“There are many invisible barriers for women that are rarely spoken about. As the organisation progresses, and if it believes in diversity, it must push the female empowerment agenda,” Wong says.
It is the oft-mentioned bro code of men that is useful in business, according to Wong. They know how to ask for help and network well. It is rare for women to share their insecurities.”
Creating that safe space is crucial. That is why Wong hopes more women will come forward and become allies. Throughout the years, many colleagues have gone above and beyond to support her in any way they could.
The journey to create a truly fair workplace begins from within, which is why Wong implores women to understand the role of unconscious biases. For example, the same assertion in men is seen as aggression in women. That conversation needs to change. “Sometimes, without realising it, we allow our unconscious bias to control our decisions. This means we may not be consciously biased about someone, but being unaware of it lets it continue.” Additionally, she is conscious of the underrepresented, especially when it comes to female empowerment. Several decades of societal conditioning may have made many women prefer silence. A higher proportion of the spotlight is then given to the more vocal employees.
It is easy to get caught up in glib words, but Wong stands up for the unsung heroes—not because they are bad at their jobs, but because they are uncomfortable in the spotlight.
“You have great responsibility as a leader, but you also have great privilege. Help the next generation instead of keeping it to yourself. To succeed, leaders must help their people reach greater heights, to conquer a larger area,” says Wong.
She believes leadership is about letting her people shine. If her subordinates become her leaders, she will be proud. It means her job is done.
Photography: Joel Low
Styling: Chia Wei Choong
Photography Assistant: Eddie Teo
Styling Assistant: Laura
Hair: Peter Lee, using Goldwell
Makeup: Keith Bryant Lee, using Chanel Beauty
Watches and jewellery: Cartier
