PEHIN GOH KING CHIN

Pehin Goh King Chin, left his job with the Customs Department three decades ago to start a highly successful car import business.

His firm, Goh Hock Kee Motor through his hard work and perseverance became a top supplier of passenger cars and today he is estimated to be a multimillionaire and a noted philanthropist.

Goh Hock Kee Motor was founded by Pehin Goh King Chin in 1970 to deal mainly with the trading of reconditioned used-cars, mostly continental models from Europe, America and a handful of Japanese car models.

Pehin Goh King Chin, envisioned supplying quality used cars to the growing car market in the Sultanate. Manned only by himself and a lone mechanic, they strove hard to satisfy their initial customers.

Their combined efforts started to bear fruit, and within the span of three years Goh Hock Kee Motor built itself a reputation as a reliable source of “Quality Used Cars”. Inspired by their initial success Mr. Goh decided to expand his business venture to bring into the market not only reconditioned used cars, but brand new models as well.

It was early 1973 when DAIHATSU MOTOR CORPORATION of Japan gave the company the franchise to distribute and market the DAIHATSU brand cars and light trucks in the Sultanate. This paved the way for the expansion the Goh Hock Kee Motor was looking for.

For the next six years Goh Hock Kee Motor aggressively pursued to penetrate the Brunei car market. Back-up and service facilities were renovated and upgraded. Mechanics were sent to Japan to study the latest technologies in car repair and servicing. Additional personnel were hired, in order to cope with the growing business.

But Pehin Goh always believed that there is room for improvement in his organization and he scouted around for further business opportunities and new franchises. Subsequently, in 1979, MITSUBISHI MOTORS CORPORATION of Japan handed GOH HOCK KEE the sole distributorship of MITSUBISHI line of cars and trucks. The MITSUBISHI saloon car model was well received by the Brunei market and together with the Pajero 4-wheel and light truck, market penetration was boosted from 5% to 20%.

GOH HOCK KEE MOTOR SDN. BHD. continues to grow from strength to strength and over the years has become the symbol of quality. Its mission in providing Brunei with “Quality Cars” and its valued customers with “Quality Service” have been the key to its success in winning over a significant portion of the market.

On 22nd April 2004, at the age of 60, Mr. Goh King Chin was awarded the title Pehin Kapitan Lela Diraja (equivalent of Lord in the United Kingdom) and became Yang Dimuliakan Pehin Kapitan Lela Diraja Goh King Chin. He was also appointed as a member of the Legislative Council in the Legislative Council reconvened in 2004 until 25th September 2005.

Source: Adapted from Goh Hock Kee Motors Website

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