Charmain Kwee, the group executive director of Eurokars Group Singapore, discusses instinct, intention, and the quiet power of small details
As the group executive director of Eurokars Group Singapore, Charmain Kwee seems to be everything and everywhere all at once. However, behind the fast-paced schedule of meetings, track days, and showroom floors lies a leader who has learnt, over time, that true impact is more about clarity than constant motion.
Having grown up around the family business, Kwee stepped into her role with both familiarity and weight. Following that was a period of immersion: understanding the business from the ground up before gradually developing a measured, intentional style of leadership. Today, she balances heritage with forward-thinking momentum, shaping how Eurokars operates and connects with a new generation of customers.
In conversation with Robb Report Singapore, Kwee reflects on leading a team with instinct and integrity, the nuances of customer experience, and why sometimes the most important things are the ones you don’t immediately see.
What does a typical day in your life look like?
There isn’t a ‘typical’ day. The only constant is that it’s always hectic. Most days are filled with in-office or external meetings, the occasional golf day or Sepang track session, or breakfast drives with customers. Emails usually come later in the day. Evenings, if there aren’t events or launches, are reserved for catching up with friends or visiting my grandmother.
What’s something people might be surprised to learn about you outside work?
I’m borderline obsessed with curating Spotify playlists. It’s not just about the music, it’s about naming them to capture a specific mood. I have playlists called Farmville or ‘Got the vibe vibe oonz velvet lounge feels’. It’s my way of preserving moments and memories through music.
How do you wind down and reset?
A night drive with the roof down, my corgi Abu in the passenger seat, and music on repeat—Elderbrook, Fred Again, Illenium, or Gryffin. That’s my reset.
What is one place that has shaped you the most?
I would say Leng Kee Road. (When I was younger), I spent many weekends there with my parents, observing the cars, the showrooms, and how people interacted. That was my first exposure to the automotive world.
When was the last time you felt inspired?
It came from something very ordinary. A friend had chipped his front tooth and couldn’t bite into something as simple as a baguette anymore. It made me realise how we often associate front teeth with aesthetics but overlook their function.
That shifted how I think about customer experience. The most important elements are often the ones you don’t notice until they’re missing. True customer-centricity isn’t one big moment, but the consistent delivery of many small, thoughtful ones.
If you could learn a new skill, what would it be?
Swimming. Which is ironic because I love being near water. I’ve just never found the time to properly learn, but one day, I will.
If you could share a meal with someone, who would it be?
My late best friend, Jade. She had an incredibly tough life, but what I admired most was her quiet strength—her resilience, and her ability to keep going. She gave so much to others, even when she didn’t always receive the same in return.
If I could see her again, I’d want to tell her everything—how life turned out, how different it is from what we imagined— and just feel her presence again.
At this point in your life, how do you define success?
Doing nothing yet receiving everything. Not in the sense of inactivity, but in the absence of unnecessary force. Early on, success felt like constant pushing and proving. Now, I see it as alignment—being in the right position, with the right systems in place, so that outcomes don’t have to be forced. When you operate from clarity, results become less about effort and more about inevitability.
What’s your favourite car to drive and why?
I gravitate towards convertibles. I love driving with the roof down. While I’m currently driving a BMW M4 convertible, my favourite is the Mini Cooper S Convertible. A Mini was my first car and it carries a lot of sentimental value.
If you could take a road trip anywhere tomorrow, where would you go?
Part of me wants to say Leng Kee Road; it feels like home. But definitely the Dolomites. I’ve seen videos of it and it looks incredible.
This story first appeared in the May 2026 issue. Purchase it as a print or digital copy, or consider subscribing to us here
