Reeled in by the suaveness of supercars, awe inspired by the stateliness of luxury cars, then enthralled by the all-purpose, four-wheels for the masses.
If not for the impressive parade of cars parked out front, or the row of MPVs tucked neatly in a corner, the unsuspecting customer would never have associated the space with a car dealership. And a used car dealer at that.
For sure it hits different when you walk in to find glass panels that enclose consultation rooms. In just a gaze away sits a full-size billiard table inviting on-lookers to a round of game or two.
Step inside and one is immediately reminded of a consultancy firm's reception - professional and inviting. Don't be fooled by its appearance, though. United Motoring Pte Ltd is a dealership that specialises in the purchase and sales of COE cars and is expanding rapidly on the front of vehicle rentals.
Yet it isn't one to fight lonely battles or claim victory for itself. Like its name, United Motoring knows unity is strength. That is why the dealership has teamed up with its neighbours to foster an ecosystem that value-adds the customer experience. Eight years on, United Motoring has brought innovative community-based automotive solutions to the industry despite being a relatively young player.
From two to four wheels
United Motoring is headed by Mr. Johnson Neo. Casual in his interactions, which are tinged with an air of laidback-ness, it's easy to mistake Johnson for an inexperienced businessman. But start a chat with him over a cup of coffee in their mini lounge and you will find yourself interfacing with a millennial who's mature beyond his years.
Like many others in this line of work, Johnson admits to being a petrolhead. What sets him apart from them though, is his obsession with anything that enables mobility. Johnson started out not with four-wheelers but two: In his younger days, he would repair, and buy and sell bicycles.
That sparked something in him. One thing led to another: Johnson's enterprising spirit saw him finally setting up United Motoring in 2016, at the age of 19. He had decided that this would be his unique way of helping people get to places.
Today, United Motoring has grown in scale to a modest fleet of over 100 vehicles ranging from MPVs to supercars. These are COE cars, which in Singapore's context, means they have lived through at least one full COE cycle of 10 years.
But even though they are pre-owned doesn't mean they are cared for any less than a new one would. At United Motoring, all cars that enter the arms of the dealership are thoroughly repaired and done up according to customer's requirements before they are handed over. On average, it takes the team only about two weeks to turn a car around and complete the entire process.
Now into its eighth year, Johnson says United Motoring is ready for its next growth phase: United Car Rental.
An ecosystem of business partners
When I spoke to Johnson, I caught myself internalising a confused "oh" multiple times.
It sounded to me - at first - like United Motoring was no more than a company offering the basic essential services that any used car dealer provides. But not until I learnt of the intricate business model that Johnson has set in motion single-handedly.
On the surface, United Motoring may seem like a standalone entity; however, you will be pleasantly surprised to know that its partners are, in fact, its neighbours.
There is perhaps nothing more fulfilling than working with people who share a communal goal. And when that goal is a big one, it makes sense to forge strategic tie-ups with those who would make up for what you lack. In the same way that crowdsourcing leverages the diverse strengths of multiple perspectives, here we have the likes of a village that serves all of your automotive needs.
"When we first moved into WCEGA Plaza, I looked around and realised that most of us were doing very different things - some were servicing workshops, others tyres and then there were those who, like us, dabbled in the sales of cars (new and used)," Johnson tells me.
The entrepreneur in him could not let go of the opportunities that lay slumber in such close proximity. That gave Johnson enough impetus to initiate partnerships with his neighbours. Thanks to him, customers can now enjoy the convenience of a one-stop service centre whenever they visit WCEGA Plaza.
Johnson says he is happy he's able to help the troubled customer save on time and the hassle of having to seek for solutions themselves, which can often be daunting and frustrating.
This ecosystem that Johnson has built is one that brings solutions that customers are looking for to them in the most efficient method possible. Importantly, this solution doesn't have to come from United Motoring. By breaking down silos and thinking beyond immediate individual rewards, Johnson has created a community that prioritises you - the customer.
A sense of community that works magic
It's clear to me that the United Motoring team is one that works hard. But it also believes in playing hard, if not harder. The truth is, a business that puts customers first will fare well; though it will do even better when a healthy culture permeates from the inside out.
The focus on a sense of community - evident from how the members would come together at the end of the day to unwind and catch up over a game of billiards - is what lays a solid foundation. It's also what will take United Motoring to greater heights from hereon.
Ready to experience the magic that a tight-knit community can perform? Visit United Motoring Pte Ltd located at 1 Bukit Batok Crescent #03-53 WCEGA Plaza, Singapore 658064 today.
