IT'S A FAMILY AFFAIR

       The first time Nandhamalee "Bing" Bhirombhakdi sat behind the wheel of a Ferrari on a race track in Zhuhai, China, the instructor told her to go faster and brake harder. The second lap was altogether different said Ms Nandhamalee, who concedes she was very excited prior to the test drive.
       "The first lap I didn't go very fast," she said. "The second lap, the instructor had to tell the other few cars on the circuit to be careful, Ms Nandhamalee is coming!"
       Today the transition is complete. She is now the lady in red - the new face of the famous prancing horse sports car in Thailand that is the heart and soul of F1 racing, and for most the ultimate automotive fantasy.
       So how did a petite, pretty lady who drives an Audi A4 Turbo MTM (admittedly with mag wheels) end up with a job most car lovers would sell their right arm for?
       It turns out it's a family affair, fuelled by a shared appreciation of automotive excellence and complemented by Ms Nandhamalee's experience in dealing with high-end markets and brands.
       On July 20, Cavallino Motors was appointed the sole authorised dealer and service centre for Ferrari in Thailand, with Ms Nandhamalee as managing director, the first woman to hold such a position. Cavallino Motors is a joint venture between Vudha Bhirombhakdi, the company's chairman (and of Boon Rawd Brewery fame) and Charlerm Yoovidhya, the company's president (and of Siam Winery Trading fame). The pair are unabashed Ferrari fanatics.
       Mr Vudha is Ms Nandhamalee's father-in-law. Her husband, Voravud, also serves as the company's vice-president executive director.
       But the men won't have it all their own way. Ms Nandhamalee spent eight years with Citibank, her last position as an assistant vice-president, meaning she had clocked up the miles and experience required for the MD's job.
       "I am proud that the company's board has entrusted me with this job," said the 36-year-old. "One of the reasons is perhaps because I have been involved from the start with the company's operations, including contacts with Ferrari's parent company and the creation of a business plan for Thailand, among other responsibilities."
       She recalled how the idea was formulated over a family meal. "My husband, Voravud, father-in-law Vudha and uncle Charlerm had dinner one day. We all share the same passion for Ferraris, and my husband mentioned that he'd heard there was an opportunity to pitch for the Ferrari dealership. Uncle Chalerm revealed that he happens to know the Ferrari management in Italy, and they invited him to pitch. It was the right moment for my husband to mention the pitch to uncle Chalerm, and the pitch was successful.
       "Uncle Chalerm's son, Varit, has to take care of his family's business, as does my husband, Voravud. The next in line was me," smiled Ms Nandhamalee.
       The smile aside, she says the real reason she landed the job was that she has had a lot of interaction with overseas business people. "I worked abroad for 10 years. I know their system. I know about their high-end market and the premium brands. I am able to relay the Ferrari strategy, branding and marketing campaign back to Thailand using my experience, and also to manage the Thai showroom and its services."
       Ferrari imagined the new MD in Thailand would be a man. But when Ms Nandhamalee presented the final proposal to the company in Shanghai, they were impressed by her professionalism and passion.
       Much of that love for fast and furious cars stems from her husband, who she started dating when she was 16. "I have developed a passion for supercars since I was a teenager. My husband has always loved Ferraris, and I was always part of it. He collected model cars, and also memorabilia of various Formula 1 teams, especially Ferrari, and we enjoyed attending F1 races in various countries."
       When she went for management training in Hong Kong she had to break down stereotypes. "I was the only woman among all the men during the managing director training, so everyone took good care of me. I was able to show my skills and capabilities as a manager. No one looked at me as a woman in that sense, and they treated me with respect." The subjects included finance, marketing and sales. There is also the Ferrari Academy in Maranello, Italy, which teaches the history and branding of the famous marque and where you can visit the factory where the cars are made.
       "There is a lot of technical information to understand. However, it's not too hard if you try. I'm open to new ideas, and I'm happy to learn. I enjoy new experiences and learning. This way, I can transfer the know-how to my technicians. For the technical side, Ferrari told me that no one is born with it. If you are capable of learning it, it's fine. We don't sell cars, we sell dreams.
       "Ferraris are supercars that are always in people's hearts. You don't simply sell their beauty and performance, but also the lifestyle. A Ferrari enriches your life. It fulfils your life. It's also an investment, with hardly any depreciation. The cost? It costs approximately 20-30 million baht for your dream."
       So with the economy in the doldrums is it a difficult time to take on such a high-end franchise?
       Not for the optimistic Ms Nandhamalee, who said Thailand already has 350 Ferrari owners despite the high import duty of about 328%. Ferrari says Thai buyers also have the distinction of being the owners who like to personalise their cars the most. "It shows that besides having a passion for the brand, Thais rank top for people who like to customise their cars after purchase," she said.
       "It is not surprising then that this year's orders have in no time become next year's waiting list, despite the company only being launched on July 20."
       The first model Ms Nandhamalee will introduce to the Thai market will be the Ferrari California, a luxury sports coupe equipped with Formula 1 technology, yet designed for everyday use. And to ensure the best service, Thai staff have been sent to the Ferrari plant in Italy for training.
       Ferrari's temporary showroom and service centre will open next month on New Petchaburi Road, occupying a spacious three rai plot. The fully operational showroom is expected to be completed in the first quarter of next year. It will occupy two-storeys, with the ground floor selling Ferrari merchandise such as clothes, bags and other memorabilia. The first floor will be a showroom and service centre featuring a state-of-the-art high-tech bay, where customers can sit back and relax while watching their cars through a giant window as technicians run diagnostic tests and service them. This is a new concept for Ferrari worldwide, revealed Ms Nandhamalee.
       Ferrari also has a customisation programme where customers can order classic Ferraris from the past that are no longer manufactured. Ms Nandhamalee explained: "All our customers are important to us. We try our best to service their needs, and they can specify anything from the colour of the seats to the interior stitching, so that they will feel proud that they ordered everything themselves."
       August 4 marked Ms Nandhamalee and Mr Voravud's 12th wedding anniversary. They have three-year-old twins, a boy and a girl named Nandhavud and Voranan, and with so much work, Ms Nandhamalee now tries to include her children in her work schedule.
       She takes them to the office or when she has a lunch meeting, letting them sit at an adjoining table so that they can see their mother. Despite all the overseas travel requirements, Ms Nandhamalee said she is now just as happy to go to the beach at Hua Hin or Pattaya.
       "This makes me appreciate Thailand more. I'm very happy just to be with my family."
       Ms Nandhamalee met her husband when she was 14, on the day she arrived in the UK. When she went off to school, they kept in touch by letter, and saw each other when they came back to Thailand.
       "We got engaged at 20, and married at 24. It's been a long relationship, but we still talk on the phone every day. When something comes up, we just call each other. We don't wait until the evening when we get home to talk about it," she said.
       Relate Search: Nandhamalee Bhirombhakdi, Audi A4 Turbo MTM, Boon Rawd Brewery fame, Charlerm Yoovidhya, Ferrari