Ignatius Chew Takes Over

Ignatius Chew Eng Lin the son of Chew Choon Kok, took over the running of Ban Hoe Seng in 1988.

Ignatius and Pauline, 2017

The General Manager and Sales Manager were retired. Due to the recession the sales of vehicles dropped drastically and the entire sales staff were all let go.

When Ignatius returned to Ipoh in 1982, a fresh graduate from the UK where he attained the distinction of top student in psychology he was tasked to understudy the business from the management.

His wife Pauline Hsu, a graduate of accounting was computerizing the company’s accounts system at the time.

Ignatius and Pauline overshadowed the management in the early years to learn the operation from them . 

When news that the senior management had retired was announced Ignatius was put in charge of sales while Pauline took charge of the workshop and operations at Kampar Road.

During this period of recession both Ignatius and Pauline were sent to Thailand to learn from Mitsuro Sato, the President of Asian Honda Motor Co Ltd.

Sato’s style had a profound impact on Ignatius so much so when he returned he changed Ban Hoe Seng.

He refurbished the showroom and adopted the management style that he learnt from Mitsuro Sato.

The results from the training proved itself when Ban Hoe Seng won the first Honda Dealer of the Year in 1990.

Standing left Pauline Hsu, Ignatius (4th form left) and Agnes (Ignatius sister, last). Seated :Chew Choon Kok (4th from left). Pix dated 1991 

Chew Choon Kok now gave Ignatius and Pauline a free hand to run the business in 1992.

In 1994 Chew Choon Siew died and that same year Ignatius father Choon Kok retired.

According to Ignatius Honda was a product that sold itself. He theorized that if you have a good product all you had to do was to manage and service the product and it would do well.

When the Asian Financial Crisis occurred in 1996 / 97 Ban Hoe Seng was well poised to weather the storm once again.

As had been done in the 1985 crisis Ignatius’s conservative style and prudent management once again helped the company get through the crisis.  

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Ban Hoe Seng - The Challenging Years

The last two decades of the 20the century beginning from 1988 till 1997 was a challenging time for Ban Hoe Seng.

The subsequent Honda Civic models were well received. Similarly with the Honda Accord 1.6 cc introduced later had a waiting list of one year.

Although Honda and Ban Hoe Seng continued to do well the Malaysian economy was in a tailspin due to the drop in the tin price which occurred in 1985.  

It was reported that in the period following the collapse of the International Tin Council in 1985, Malaysia shut 30 percent of its tin mines, eliminating 5000 jobs.

Before the start of the crisis there were 32 Honda dealers but the at the end were left only 8 dealers in the country.

Ban Hoe Seng was not spared this recession. Its Genaral Manager and Sales Manager were retired at this time and entire sales staff were let go.

Chew  Choon Kok’ son Ignatius Chew who returned from overseas in 1982 was understudying the business but was abruptly tasked to oversee the operations.

When the recovery returned they appointed dealers once again. But within a few years they once again experienced another economic crisis the Asian Economic Crisis of 1996/97.

Ban Hoe Seng had been a family business all along. They had seen the crises through by being conservative, prudent and lean.

With few loans and with good maintanence of their business and their sound financial strength they had pulled through both crises and came out unscathed.

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A New Start With All New Honda Civic

Honda Civic 1st Generation

Ban Hoe Seng’s move to Kampar Road was timely for towards the mid-seventies witnessed the popularity of Japanese vehicles for both cars and bikes.

Both cars and motorbikes were on display at the showroom

The large showroom could accommodate the display of motorcars and motorcycles under one roof. 

Honda EX-5

Additionally the yard at Ban Hoe Seng was large and received a minimum one lorry of motorcycles most days. 

The exception was the Honda EX-5 which was delivered 5 lorry loads at a time.

While the motorcycle dealership kept growing the introduction of the all new Honda Civic car towards the mid 70’s saw a new growth in the Honda franchise.

The introduction of the all new Honda Civic 1^st Generation car proved to be popular known for its reliability and economy in an era of rising fuel prices.

Unlike the earlier Honda models which were 2 cylinder, air cooled and with smaller capacity the Honda Civic had a four cylinder water cooled engine displacing 1,300cc  of power and was made available as a 2 Door, 3 and 5 door variants.

With improved business conditions so too was the corresponding services at the workshop was constantly busy and so too at the administration office.  

Ban Hoe Seng's workshop servicing the 1st Generation Honda Civic

The modern office at Kampar Road

In term of administration its staff strength had increased from 18 personel at Belfield Street to well over sixty since the shift to Kampar Road.

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Ban Hoe Seng Moves To A Bigger Premises - Kampar Road

Ban Hoe Seng showroom on the ground floor with Hotel Fairmont above.

The popularity of the Japanese vehicles had improved in the sixties. The trade in motorcycles was stable and gradually rising.

With the introduction of Toyota Ban Hoe Seng opened their first workshop located in Buntong.

Later when Honda cars were introduced Boon Siew wanting to improve its car sales had put pressure to provide an improved showroom. 

Chairman Chew Choon Siew had a bungalow in Chung Thye Phin Road. In the front of that bungalow were two tennis courts fronting Kampar Road and measured two acres in size. The tennis courts gave way to the new and expanded office and showroom.

Ban Hoe Seng, Kampar Road was opened in 1969 featuring a showroom on the ground floor while the upper three stories were taken up by the Fairmont Hotel.

The showroom was spacious to accommodate the display of bikes and cars.

The showroom could accommodate to display both the motorcars and motorbikes and house the administration offices and store. At the back of the showroom was a yard used for storage of motorbikes and cars.

 

The yard at the back was for storage of cars and bikes 

The move to Kampar Road was timely as the mid-seventies saw the introduction of the Honda Civic which provided further growth of the Japanese automobile industry both cars and bikes.

The move to the Kampar Road premises was far sighted for other than periodic upgrade and improvements the structure has remained unchanged till this day.

 

Ban Hoe Seng then (above) and now (below), a far sighted move.

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1967: First Honda Automobile In Ban Hoe Seng Showroom

Honda N360

It wasn’t until 1967 when the first Honda automobile was displayed at Ban Hoe Seng’s showroom.

The dealership with Toyota lasted just four years. It was terminated when Honda began producing cars. 

Boon Siew who had earlier accepted the Toyota dealership was given the option to choose and accepted Honda.  

Boon Siew's acceptance of Honda and in turn Ban Hoe Seng would take their venture into the next century.

The Honda cars were delivered to Ban Hoe Seng four at a time as there was problem with storage at their premises at Belfield Street.

The first model of on offer was the Honda N360, a 2-cyclinder air cooled engine. This was subsequently joined by the improved liquid cooled Honda Life.

The gradual acceptance of Japanese vehicles was gaining in popularity and prompted Ban Hoe Seng to consider enlarging their showroom which could be used for displaying cars and motorcycles at the same time.

In 1969 that became a reality with the opening of their new showroom in Kampar Road.

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Ban Hoe Seng First Sold Toyota Automobiles

Toyota's at Ban Hoe Seng showroom.(L to r) Yeoh Oon Hock, Angeline Chew (4th from left) and Chew Choon Kok (last) 

Ban Hoe Seng in the early days had been associated motorcycles. But in the early sixties they began dealing in automobiles beginning with Toyota. This was due to Loh Boon Siew who had acquired a car dealership.

Boon Siew had noticed the increase in car usage and wanted to start a car dealership. However as Honda was not making cars yet he acquired the Toyota agency.

Ban Hoe Seng already Boon Siew’s main dealer in Perak was given the opportunity to market the new Toyota.

 

(L to r) Chew Choon Kok and Yeoh Oon Hock (centre) posing with Toyota Crown

Yeoh Oon Hock with the Toyota 700 and Toyopet Tiara

In 1964 Ban Hoe Seng began dealing in Toyota automobiles. There were three Toyota models on display at the time the Toyota 700, Toyopet Tiara and Toyota Crown, the first Japanese brand of cars in the country.

(L to r) Toyopet Tiara and Toyota Crown.

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Honda Cub Had Slow Takeoff Then ….

Honda's at Belfied Street, Ban Hoe Seng's showroom then.

Once the main points of the dealership was settled and everything was moving Yeoh Oon Kok was tasked with the role of representative overseeing the set up.

Oon Kok was highly involved. He was a technician earlier, spoke Hokkien and got along well with the late Tan Sri Loh Boon Siew.

Although the company was the main dealer they sold motorcycles at the beginning until the dealer network was set up and running smoothly.

The 50cc Honda Cub was slow to start off. This was the first time people were trying this Japanese motorcycle and they were apprehensive of its quality.

Many features but sales was slow in the beginning.

Initially the orders were 10 units at a time. Sales was slow but it started to pick up after Oon Kok initiated several sales campaigns by getting 6 to 10 of his friends to try riding the Honda motorcycles and paraded it round the town as an advertisement.

He also accepted trade-in of European bikes and offered a high resale value in exchange for the Hondas.

Oon Kok. assembled the
bikes after office hours

It was at a loss but it helped improve the image of the Honda brand and in turn helped in spurring sales.

At the beginning Honda motorcycles were made in Japan and delivered completely knocked down (CKD), three per crate and ten crates each time.  After the shop closed at 5pm the technicians would work overtime to assemble the bike.  

This went on for over ten years until it was locally assembled at Prai, Penang and delivered by lorry 20 units each time.   

Sales had improved and in time the sales volume reached to over several 100 units per month.

By the time Ban Hoe Seng had shifted to their new showroom in Kampar Road in 1969 they had established dealerships from Grik in the north to Teluk Intan in the south and totaled thirty six dealers in the major towns of Perak.

Yeoh Oon Kok, the one who ‘introduced’ Honda to Ban Hoe Seng, later led a sales and marketing team and was subsequently made Official Car Sales Manager of Honda.

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Next: Ban Hoe Seng sold Toyota before selling Honda

The Honda Cub And Loh Boon Siew

Honda Cub 50cc, small, innovative and practical.

Ban Hoe Seng now under the care of Chew Choon Siew, Boon Juan’ second son, had changed their business activity from commodities to motorcycles.  

Oon Kok "this one sure
can sell"

They sold European motorcycles starting with the brand Francis Barnett and over the years added other names such as Lambretta, Velocette and NSU from Germany.

It was in 1958, Yeoh Oon Kok, a nephew of Choon Siew, then an Assistant Sales Supervisor with the company spotted a small bike quite unlike the larger European models.

It had some interesting features so he persuaded the rider, a salesman, to follow him back to Ban Hoe Seng showroom.  

At the showroom he offered the salesman tea and snacks while he checked out the small bike with his uncle Choon Kok. 

Chew Choon Hock was
a Bank Compradore

This is the first time they had set their eyes on a Honda Cub. The small 50cc bike was practical and innovative, had a rear suspension, signal lights and an electric starter, something unheard of in those days, and the price was competitive.

To quote Oon Kok in his own words “this one sure can sell”   

The distributor was property developer and innovative entrepreneur Loh Boon Siew of Penang.

Choon Kok together with his elder brother Choon Siew discussed on the best way to approach Boon Siew to secure this business. 

They solicited the assistance of their third brother Chew Choon Hock.  

Choon Hock worked as a Bank *Comprador in Penang. He held a senior position whose portfolio was to approve loans for Chinese businesses. (*Compradore: A person who acts as an agent for foreign organizations engaged in investment, trade, or economic exploitation).

He approached Boon Siew explaining the family credentials and their already hands-on involvement in the motorcycle industry.   

The late Tan Sri
Loh Boon Siew

Boon Siew subsequently visited Ban Hoe Seng to view their showroom and set up. 

He realized he had a good partnership so gave Ban Hoe Seng the main dealership for the whole of Perak for motorcycles and later on motorcars.

The relationship with Ban Hoe Seng lasted more the 55 years when Ignatius Chew, the CEO then, gave it back in 2012 for motorcycles and again in 2017 for the automobiles

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Kevin Chew - Continuing The Generation

Kevin, Angel and Ava Chew

Kevin Chew, a third generation great grandson of Chew Boon Juan, proudly celebrated his first daughters first birthday at the Chew Museum recently.

Seated (l-r) Angel, Mrs Chen with Ava, Mr Chen and Richard Chew. Standing (l-r) Kevin Chew. Ignatius Chew and Pauline Chew.

Kevin, his wife Angel and their daughter Ava, came to the museum with his dad Richard Chew and Angel’s parents Mr and Mrs Chen. 

Kevin and Angel's wedding in 2013

Generations of Chews. Grandfather Chew (picture on the wall) looking down on Richard and Ignatius and Ava and Kevin. 

The museum is well known to Kevin and Angel. In 2013 when they were married he gladly used the location to take his wedding photographs. This time around he wanted to photograph his first born Ava on her first birthday.  

Ignatius explaining the family heritage

For the in-laws of Kevin it was an interesting journey of discovery on the heritage of the Chew’s.

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Ban Hoe Seng - From Commodities To Motorcycles.

Ban Hoe Seng employee Yeoh Oon Kok astride a British made Velocette motorcycle.

Ban Hoe Seng, the name synonymous with Honda automobiles had its beginnings dealing in commodities like rice, rubber and tin.

Founded in 1910 by Chew Boon Juan its first shop in Ipoh was located at Market Street. In 1916 the premises was shifted to a three storey building at 62 and 64 Belfield Street, and was made its headquarters.

In the 1930’s Boon Juan’s second son, Chew Choon Siew came back from Hong Kong to run Ban Hoe Seng. Born in 1905, Choon Siew was in his 30’s at the time. 

All trading was halted at the onset of the Second World War from 1941. After the war Ban Hoe Seng first started dealing in a whole new product, European Motorcycles.

The company was made up of two of Boon Juan’s sons, Chew Choon Siew as Chairman and Chew Choon Kok the Managing Director.

Another relative Yeoh Oon Kok a grandson of Boon Juan was its foreman who later became Sales Manager.

The first motorcycle franchise it secured was Francis-Barnett in 1946 followed by several other popular European brands like Lambretta and Velocette.

In 1958 Ban Hoe Seng landed its first main dealership with Honda motorcycles through Boon Siew Honda.

In 1958 Ban Hoe Seng introduced Honda motorcycles.

It became a dealership that would last a long time with Boon Siew and later with Honda Malaysia.

JAG

The Chew Clan@ 26th August 2017

The Chew family members that gathered on the 26th August 2017 were the descendants of the four Chew brothers who came from China at the turn of the last century.

They were Chew Boon Juan, Chew Boon Seong, Chew Boon San and Chew Boon Hong.

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A Very CHEW Get-Together

The descendants of the Chew families came together to meet, greet and catch up on the latest new with their families.

2nd generation explaining the connection to their 3rd generation. 

Identifying the link to their relationship

They were the descendants of the Chew brothers, Boon Seong, Boon Juan, Boon San and Boon Hong. There were other relatives present that being a cousin of Chew Boon Juan and a Yeoh.

(left) Ignatius meets his cousin Poh Chan while Poh Lian looks on.

The meeting was at the request of Ignatius Chew on hearing of his cousins Chew Poh Chan, Chew Poh Lian and Chew Hoe Peng, both son and daughter of Chew Boon Hong who would be visiting their mother, invited them to visit the Chew museum.

A lunch to make the meeting more memorable. 

The get-together weekend held on 26th August 2017 was a very wholesome affair with some family members bringing photos for Ignatius to add to his collection of museum memorabilia,

The second day of the meeting was a lunch meeting with another relative Dato Lim Si Boon at Meru Valley Resort.

At Meru Valley Resort to meet with relative Dato Lim Si Boon

The Chew's meet with Dato Lim Si Boon (centre in grey) for a family photo.

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