Faaez Samadi
Dec 10, 2018

It’s about building experiences, not just selling cars

The lead marketer at Inchcape explains why taking your hands off the wheel when it comes to messaging in the automobile market is often the best way to drive highly prized consumer engagement.

Samuel Yong was a bit stumped by one of the first questions put to him when he joined as marketing director at Inchcape, a Singapore car dealership handling distribution for the likes of Toyota and Lexus. 

To be fair to him, it’s the question in question was not an easy one. “The first thing that happened when I came on board was my boss asked me How do you control Facebook’, Yong recalls....

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