INTERVIEW / SAEN 'PASCAL' SRESHTHAPUTRA
An open mind and good 'people skills' come in handy when you believe, as Mazda's national sales director clearly does, that listening is the first step to problem-solving
ALFRED THA HLA
For a while there it seemed as if you couldn't go to the launch of a new automobile in Bangkok without bumping into Saen Sreshthaputra. He'd become something of a fixture; there he'd be studying the vehicle intently; measuring it, stroking it, recording its specifications.
It was six years ago when we first exchanged pleasantries and this writer, along with the rest of the motoring media brethren, gradually came to know him not as Saen, but as Pascal.
His mother is French, you see, and he himself spoke English with a cool French accent (and still does), which made many a listener's heart beat a little faster (and probably still does).
"[Back then] I was collecting automotive data for JATO Dynamic," he explained, "and, as its country manager, I helped develop a database for pricing and specifications, so it was very interesting to see different car brands ... then one of my clients [Mazda Sales Thailand] recruited me."
So how does a man who comes across as so quintessentially French communicate with members of the Mazda dealership network here in his capacity as the firm's national sales director?
"In Thai," he retorted, smiling broadly (mais, bien su{aci}r, I thought; how silly of me to ask!).
He did, concede, however, that it sometimes takes a while for the ice to melt, so to speak.
"Before properly meeting with me, they [dealers] wonder about the name Pascal and ask if I can understand everything [they're saying]. But all that is cleared up after they meet me, because I speak Thai fluently although I do have some foreign accent.
"Otherwise it's just like any other business deal, and I'm always open to opinions. We help each other and it goes quite well ... if I may say so."
Wearing the hat of national sales director gives him scope to build up good working relationships.
"I try to allocate seven to 10 days per month for dealer visits. It's important because you get to know first-hand information about the market, [and you get to] motivate them and understand problems which probably might not have been communicated in the first place."
After picking up a master's degree in political science at the Institut d'Etudes Politiques de Grenoble and earning the French equivalent of an MBA at a prestigious Parisian college (Superiere de Publicite), Pascal went on to get a job with Renault. As junior communications manager he was responsible for the firm's 70 dealerships in Paris.
When Renault was thinking of entering a joint venture with Volvo, it sent Pascal off to Volvo HQ in Sweden which, in turn, flew him out to Thailand to work as retention manager at Volvo Swedish Motors.
"I came here because my roots are in Thailand and it was the right time to switch; it was like, now or never," he recalled.
Although that joint project never did materialise, Pascal's networking landed him a brief stint at Swedish Motors, which led on the job at JATO Dynamics, and eventually to his current post.
Mazda has 90 dealerships nationwide, a sufficient number for it to be able to effectively promote brand awareness and make its presence felt with its "zoom-zoom" style of marketing.
As Pascal negotiates his way through a fiercely competitive market - 70% of Mazda passenger cars are sold in Bangkok and 85% of its pick-ups upcountry - nationwide sales have jumped from an average of 100 units per month to three times that (with the total for April last - 430 units - far surpassing that figure).
Insiders agree with his sentiment that the Mazda 3 is, in some ways, "limited" by not being able to meet demand, despite having being in production now for three years. But that, he quipped, is "a better problem" than having too much stock and not being able to sell it.
"The Mazda 3 always performs beyond our expectations in terms of sales. It's a constraint imposed by high global demand," Pascal hastened to explain.
So what are the repercussions of demand continually outstripping supply?
"The risk is there. But, we have a loyal following because Mazda 3 drivers have a mind of their own; they are very independent and want to stand apart from the crowd."
A bit like the man himself, actually. As the interview draws to a close, Pascal sounds even more French when he remarks, somewhat peevishly: "I thought this was supposed to be a management
profile."
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10 questions for Pascal
- What's your favourite car?
Mazda RX-7.
- Favourite movie?
Matrix.
- Favourite athlete?
Roger Federer.
- Favourite pastime?
Water-skiing and keeping fit.
- Top restaurant?
Primavera on Soi Pracha Uthit, Huai Khwang. It's a small pizzeria which uses an original Italian recipe.
- What's your favourite destination, and why?
Koh Samet; it's close to Bangkok, isn't polluted, has nice weather and friendly people and there's lots of things to do there.
- Favourite rock band?
U2. In my opinion, they're the world's greatest rock and roll band (At least they were 15 years ago!). zFavourite wine?
I'm a fitness freak so I don't drink alcohol, which is a shame for anyone who even has a single drop of French blood!
- Greatest achievement?
Raising two lovely kids.
- If you were in charge of national automotive policy for a day, what would you do?
Re-evaluate the impact of the advanced introduction schedule for E85 [gasohol], and adjust accordingly.
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