Ng Khee Siong, managing director of Borneo Motors Singapore, delves into the evolving landscape of luxury automotive trends and Lexus’s moves to redefining customer experiences
Borneo Motors Singapore’s managing director, Ng Khee Siong, knows just where he intends to steer the company: right to the forefront as a market leader known for unmatched customer experience. Ng’s customer-centric roadmap for Borneo Motors—a subsidiary of Inchcape Singapore, which distributes Toyota and Lexus, to name a few—has been forged by a varied career that spanned the aviation and hospitality industries, before joining Borneo Motors Singapore in 2019.
Under Ng’s stewardship, Borneo Motors’ commitment to a customer-first philosophy has been evident, most recently through initiatives like the transformation of the Lexus flagship showroom. Built upon the Japanese art of hospitality, omotenashi, Lexus’ act of wholeheartedly looking after guests begins right at the front door. Whether it’s an umbrella extended over you on a rainy day, or a refreshingly cool (or warm, depending on the weather) towel pressed into your hands at reception, guests are made to feel right at home the moment they enter the showroom.
Lexus also acknowledges the demands for the its high net-worth individuals and steps up its customer service offerings accordingly. For instance, prestige owners of the L-series models may access the highly exclusive Lexus L Gallery on the upper floor plus a slew of dedicated concierge services, stepping past car ownership and into an unparalleled experience reflective of Lexus’ omotenashi.
In recent years, luxury automotive customers in Singapore have increasingly sought advanced in-car technology, personalised features, and a seamless, high-end ownership experience. To adapt to these ever-evolving desires, Lexus continually distinguishes itself in the luxury automotive market by emphasising its renowned craftsmanship, integrating intuitive technology, and providing exceptional customer care throughout; this includes a robust selection of hybrid vehicles offering sustainable mobility, without compromising on luxury or performance.
Luxury consumers now expect more personalisation in their vehicle ownership experience. Bespoke options, exclusive concierge services, and even sustainability initiatives have become crucial. Younger buyers, driven by changing societal values and market trends, increasingly demand vehicles that blend design and performance with environmental consciousness.
In the upcoming years, Lexus is poised to focus on electrification and sustainable mobility by firstly expanding its range of hybrid, plug-in hybrid, and fully electric vehicles (BEVs). The goal isn’t too far out of reach, with Lexus gunning towards offering full-electric variants for every one of its current models by 2035. In the same vein, as the automaker covers all grounds with traditional ICE to fully electric variants, Lexus also aims to tap into the relatively-untouched market of the younger clients by including models such as the LBX.
Watching the global sustainability movement gain momentum doesn’t mean one has to pick a side. Yes, luxury and sustainability can seamlessly coexists–leaving the internal combustion engine (ICE) models behind is far from us exchanging performance and handling for sustainability. Lexus’ Electrified vision is our pledge to blending cutting-edge EV technology, Japanese Takumi craftsmanship, sublime driving dynamics, exceptional comfort and unbridled driving pleasure for all.
This story first appeared in the February 2025 issue. Purchase it as a print or digital copy, or consider subscribing to us here
