Mazda appoints Chanchai as first Thai President

Automotive Press Releases Wednesday August 10, 2016 11:32
Bangkok--10 Aug--Mazda Sales

Mazda Sales (Thailand) Co. Ltd. has appointed Mr. Chanchai Trakarn-Udomsuk as its first Thai president in history, while promoting a new generation of Thai executives to top management positions in every department. The promotion reflects the outstanding capability and potential of Thais in managing multi-national companies, preparing Mazda for future sustainable growth.

Having been involved with production of Mazda vehicles at the AutoAlliance Thailand plant in Rayong province for more than 20 years, Mr. Chanchai is considered as a pioneering executive in Mazda who was there since the AAT plant was built. He has vast experience in managing large organizations particularly in the automotive industry -- this is a strong advantage that could further develop Mazda in Thailand with a clear strategy in achieving maximum customer satisfaction.

Mr. Chanchai has great experience from long years in the automotive industry and has full understanding of large-scale organization management, having taken up various important positions at AAT since 1996, first as Head of Engine Assembly before being appointed as Vice President in 2005 and President in 2015. His contribution during to the last 19 years has helped AAT become one of the most advanced global passenger car and pickup truck production centers with a healthy dose of technology transfer to Thai production.

Mr. Hidesuke Takesue, the former MST President who has completed his term and will return to take up a global sales position, said that the change that is taking place today is what the management of Mazda Motor Corporation, in other words, the executive board, has been trying to achieve during the last several years. The aim is to develop the full potential of Thai executives and to let them use all their capabilities in running the Mazda business.

"And finally, that day has arrived. After years of nurturing the time has come for the Thai people to step up to the global stage. This is the new President and the first Thai in Mazda who will be creating history for the world to see," he said.

The restructuring of the management at Mazda sees Thai executives being promoted to managerial positions, a move aimed at creating more flexibility. As President of MST, Mr. Chanchai is expected to focus on strengthening the Mazda brand in the long run under the "One Mazda" strategy which combines all departments into a cohesive organization that works professionally towards a common goal.

Mr. Chanchai Trakarn-Udomsuk, the newly-appointed President of Mazda Sales (Thailand) Co. Ltd., said, "Every step is progress because we dare to be different. Mazda is an automobile manufacturer that is distinctive, and we have overcome so many obstacles from past to present. This is the way of Mazda. While others believe in certain standards and are satisfied, we see it as a challenge for improvement. This kind of thinking and vision allows us to revolutionalize the automobile industry like no other has done before. Customers are able to experience this difference in every Mazda vehicle. We take much pride and will maintain this philosophy and principle in the future."

"The vision that I have brought along with me to take Mazda to success are as follows:

1. Brand-building so that Mazda is the only chosen brand. This is achieved by developing the value of the brand in every way, from what customers can experience, whether is terms of what they feel and in responding to customer requirements, as well as preparing for increased popularity for Mazda.

2. We will concentrate on looking after the customer throughout their ownership the best we can in order to create a strong bond in the long term.

3. Seamless work flow in every department whether in sales, after sales, production as well as working with dealers closely in order to present the best products and services to the customer under the "One Mazda One Team" strategy.

4. Launching products with the latest technologies every year in order to create a difference in the market and offering the best package to customers. Mazda's Product and Technology Enhancement for global products feature "Global Platform Global Standard".

5. Expansion of the dealership network as well as dealer development takes place with quality improvement and "Dealer Network Qualitative Growth and Coverage" scheme.
6. Maximize the expertise and empower Thai management team with understanding of the market and customers in order to create highest benefits for the customer.

We will also focus on communicating our "4 Key Pillars" that are distinctive to Mazda – SKYACTIV Technology, KODO Design, MZD Connect and i-ACTIVSENSE, along with creating brand loyalty through offering high-quality products with the "Jinba-Ittai" character (Rider and Horse as One). What customers can experience with every Mazda vehicle through Jinba-Ittai is the Driving Position, Driving Visibility, Smooth Acceleration & Deceleration, Handling and Balance, and Brakes. These are the outstanding Mazda qualities that attract customers to the brand."

Mr. Chanchai also announced that Mazda is about to go through an important corporate change. "Mazda's success amidst the slowing economy does not happen by chance or luck. And it is not only the sales figures that have been growing, with customer satisfaction also surging both in CSI and SSI. This success stems from the determination, attention to details, establishing strong relationship with customers and creating highest satisfaction in order to gain brand loyalty. Mazda's responsibility doesn't end once the vehicle is delivered to the customer, but continues throughout their ownership. Mazda gives importance to activities that helps us get close to our customers, as well as customers get close to other customers. This results in sharing of experiences and a bonding of a strong Mazda family, which is responsible for expanding the customer base in the future.

Mr. Chanchai takes up position as President of MST effective August 1, 2016, and has approved the promotion of Thai executives to every department. This includes Mr. Thee Permpongpanth at Marketing, Mr. Krerkrit Khamsura at Bangkok Sales, Mr. Pascal Sethabut at Sales and Customer Satisfaction, Dr. Panat Boonkham at Customer Service and Regional Parts and Service, Mr. Chalermporn Benjatikul at Customer Service, Ms. Cheerapa Sepswasdi at Spare Parts and Delivery, Suwanee Chutiratanaroaj at Finance and Corporate Administration, and Dr. Atthawit Techawiboonwong at Human Resources and Government Affairs. Meanwhile, overseas support comes from Japanese executives including Mr. Atsushi Yasumoto, Executive Vice President, Mr. Hironori Tanaka, Vice President for Corporate Planning, and Mr. Hiroshi Kugo, Vice President for Customer Service and Parts Supply.

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