Boon Siew Singapore opens a new Honda Motorcycles brand centre on Alexandra Road aiming to serve bikers and push brand education and image
SINGAPORE — Boon Siew Singapore, the authorised distributor for Honda motorcycles in Singapore, opened a new showroom on 255 Alexandra Road today.
The showroom occupies an extension of the existing Honda automobiles showroom at the same address: Kah Motor is the authorised distributor and dealer for Honda cars in Singapore, and is sister company to Boon Siew Singapore, both are owned by parent company Kah Motor Sdn. Bh, set up by Malaysian businessman Tan Sri Loh Boon Siew.
In fact, just like Honda began selling motorcycles long before it made cars, Boon Siew was setup first in 1957, and Kah Motor followed in 1969.
“We expect Singapore will continue to lead asia market in motorcycle business trends, and Honda will not hesitate to invest time and resources, to advance the business into the future. The story of our founders Tan Sri Loh Boon Siew and Soichiro Honda will continue, and we look forward to present to you more models and technology in future,” said Mr Yasutaka Uda (above) GM Sales Division Motorcycle Operations, Honda Motor Company, at the event.
The new premises marks the first official presence for Honda motorcycles on the Alexandra/Leng Kee automotive belt.
Previously, Boon Siew’s main showroom was located at Boon Siew Building on Bukit Timah Road, and in 2009 was moved and integrated into its current location on the second floor of Kah Motor’s Ubi showroom at 370 Ubi Road 3.
Naturally, the new showroom’s basic functions are as a point of sale for those wishing to buy Honda motorcycles, as well as an aftersales/service centre.
But it is also intended to further the brand’s image and better educate customers and dealers in terms of product knowledge and Honda’s approach to making motorcycles.
From left to right: Mr Nicholas Wong, GM of Boon Siew Singapore / Kah Motor, Mr Yasutaka Uda, GM Sales Division Motorcycle Operations, Honda Motor Company, Ms Tan Kheng Hwee, deputy managing director of Boon Siew Singapore / Kah Motor
Unlike the automobile business, where the authorised distributor is typically also the sole dealer for Singapore, Boon Siew supplies motorcycles to numerous dealers here.
The showroom will be a social spot for customers, but also used for product training and launches for its dealers as well, said Mr Nicholas Wong (above), GM of Boon Siew Singapore / Kah Motor. At his speech at the launch event, he reiterated Boon Siew’s aim to become the top-selling motorcycle brand here.
Yamaha and Honda are far and away the best-selling motorcycle brands in Singapore.
Last year, Honda sold 3,125 motorcycles here, making it the second best-selling bike brand after Yamaha, which sold 3,764 units (Third place brand, Suzuki, sold just 387).
That’s been the case for the past decade, but in the past four years Honda has enjoyed increasing sales (from 1,932 units in 2013) and an expanding product lineup, having launched four new models in 2018, including the new CB 125 R recently.