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.

End

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

End.

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.

End