Daily Tribune‘You just have to take care of the employees and in turn, the employees will take care of the company’
BRENNAN S. Lim wants to make sure he has all bases covered when he finally takes over further down the road. After all, Legado means legacy. | photograph by Marc Anthony Reyes for the Daily Tribune
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On the modified "party bus" back to Manila, Brennan S. Lim would spring up front from the sectional at the back where he was seated.
He needed to make instructions to the driver, up he went. The coolers shifted from a big turn, don't worry he's got it. Somebody had to check a loud hissing sound, he was there too, in no time.
Through the media drive for Dongfeng cars in Ilocos Sur, Lim would stay in the background and be the quiet force as motoring journalists tried out their best-selling electric and hybrid units.
Hands-on and with keen eye on details, Lim, barely in his 30s, hardly acts like he's the deputy CEO of the family-owned Legado Motors Inc.
Yet you'd know he's learning the ropes one small task at a time.
"It's a trial by fire, actually," Lim said jokingly when the DAILY TRIBUNE asked when he got his big start.
In 2018, Legado acquired distributorship of GAC Motors here in the country. His first assignment there was in the dealership side.
"There I handled dealership. Kulang na lang ako mismo magbenta ng kotse (I practically had to sell cars literally myself)."
That hard work and dedication — made even remarkable for someone who is son of the CEO and grandson of the chairman — enabled their GAC dealership on Ortigas Avenue, to become the biggest in the country in terms of sales.
Among the biggest headaches he had back then was the public's general misgivings about China-made vehicles.
"Back then when we post on Facebook, eight out of 10 comments were bashers," Lim said.
The strategy they used was they lend out the cars three to four days. He added: "If you like it great, if not it's okay. At least you were able to try the car. Just don't hack it till you tried it."
"These are beautiful, high-quality cars. Now seeing how our sales grow steadily. Seeing all the numbers, it validates our approach."
Being in the business is somewhat "like a dream job" for Lim who has a deep affection to cars even at a young age.
He got his first car while in college in Ateneo de Manila University (he finished a management degree with minor in international studies). A second-hand, high-mileage Honda Accord VTiL.
"I thought there were too many Civics on the street, so somehow to stand out, I got an Accord," Lim recalled.
"I spent a lot of money on it (modifying and putting accessories)," Lim recalled. "I even had the engine and transmission changed. It was blood, sweat and tears."
From that choice of car — a "tito car" by all measure — one can tell Lim is ahead of his years. But he's got the finest teacher: His dad Wilbert Lim.
'These cars pay for itself, practically. And it's high quality. Dongfeng is the third biggest in China. And in that market, you can't reach No. 3 if you're not good.'
"Basically the style, I learned most of it from my dad, because he's always been mentor and role model. That's how it usually is in family business. It actually came from my grandfather, my father's father-in-law," said Brennan, referring to LMI chairman, the political and business powerhouse Luis "Chavit" Singson.
"You just have to take care of the employees and in turn, the employees will take care of the company," he said. "That's the foundation of my management style."
"We try to take care of the well-being of employees. We try to equip them with everything they need to succeed; Training, even personal help. We have this policy that my door is always open. From managers to the rank and file, even to the guards."
Brennan agreed that school could only teach so much. "In school you learn discipline. Like you don't wait until the last minute to do your homework or your paper."
But the biggest education he learned on the job.
"It's a big learning curve for me, but I get by. And I enjoy it. For one I was surrounded by cars each and every day."
And a typical day for Brennan would start by checking out the tasks left from the previous day. "I go to each department to see if there's anything that needed to be discussed.
"I try to see if there's an issue to be decided in every department. Like if something needs to be solved right away, we take that up first. We try to solve problems as soon as they come up so they won't get bigger."
Now selling electric vehicles to Filipinos who are used to old, gas-fed rides all their lives can be a challenging task for Brennan.
"This (EV) is basically the future. Car manufacturers now are starting to explore EV. Because of its advantages. For one it has no emission, that's good for the environment.
"You are exempted from (traffic) coding so you'd only really need just one car. And the savings you'd get."
Brennan cited a case study that said each kilowatt hour is about the equivalent of a liter of gas. And one kWh could cover 10 kilometers, while an average liter of gas in city driving is about seven km.
Now one kWh costs P12, while a liter of gas is P65 on average. "If you compute it in one month, the amount you save could cover your monthly payment if you're on financing."
"These cars pay for itself, practically. And it's high quality. Dongfeng is the third biggest in China. And in that market, you can't reach No. 3 if you're not good."
Its low-key characteristic, according to Brennan, is the absence of noise. "When I drive it I would only know it's on when the aircon kicks in. Even on the street, people won't hear you coming until you're already there."
These Dongfeng EVs don't announce their presence. Their silence is deafening. Won't strike you with their real value until they're up close.
Very much like the guy selling them.
