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Empowering staff to drive productivity and growth

Goldbell Group believes in investing in the development of its employees at all levels

The staff of Goldbell Group volunteering at the Industrial & Services Co-Operative Society's Family Day event

SINCE its inception back in 1980, Goldbell Group has made it a top priority to treasure its relationships with all its stakeholders and customers. "The sale of a Goldbell product marks the beginning of every customer relationship, and our well-crafted after-sales service marks our commitment to a lasting business partnership," says Cheong Kok Leong, General Manager of Goldbell Aftersales.

Its customers matter to Goldbell. To serve them better, an approximate S$100 million is invested in its after-sales services. These service centres are located in easy-to-reach industrial hubs.

As part of the group's value propositions, it ensures that there are over 95 per cent of stocked-up parts available, to cater for both current and older models of vehicles and equipment at all times.

Currently, it is working on the development of a new after-sales establishment. With a total construction area of approximately 37,000 sq m, it has three levels of workshop, including roof-top parking. This will increase the current establishment by an additional 150 per cent of service and parts areas as well as vehicle holding space.

He adds that the company has also built strong and long-term relationships with its manufacturers and principals over the past 36 years, which has enabled it to provide the best quality products and after- sales support in service and spare parts to its customers.

The company's corporate mission is to anticipate needs and surpass expectations with "the Goldbell Touch", and Mr Cheong shares that customers are able to experience all the products and services with this stamp of quality and excellence from start to finish.

Since 1980, the group has grown to become Singapore's market leader in distribution and leasing of industrial vehicles with business operations that span across Asia, with a strong presence in both Malaysia and Vietnam. It has over 5,000 units in its combined commercial vehicles leasing fleet in Singapore.

In May 2016, the leasing fleet for forklifts increased to 1,100 units, while the number for passenger vehicles went up to 1,000 units, and these numbers are constantly growing.

The group carries a wide range of commercial vehicles, material handling equipment, aviation support equipment and construction equipment. It is also the authorised distributor for international brands such as Mitsubishi Fuso Trucks and Buses, Fiat Professional commercial vans, Iveco heavy duty trucks, Mitsubishi Forklift Trucks, Nichiyu forklifts, STILL, Airman and Renault Truck Defence.

Another initiative that provides clients with that extra value is Goldbell Financial Services, which helps meet the funding needs of their clients' expansion plans. Goldbell plans to expand its range of financial services over time to cater to most of its customers' financing needs.

It's not always about the bottom line, however. Goldbell has a strong belief in giving back to the society, as evidenced by the establishment of the Goldbell Foundation, which Vincent Teh, Chairman of Goldbell's corporate social responsibility (CSR) committee, describes as a "small step towards cultivating corporate social responsibility into the business".

Goldbell Foundation aims to enable Goldbell's employees to commit and contribute to the society and environment in a positive way. It has helped many organisations, such as the Industrial & Services Co-operative Society (ISCOS), which helps former offenders and their families lead productive and meaningful lives.

One of its programmes, the Yellow Ribbon Fund-ISCOS Fairy Godparent Programme (FGP), aims to break the inter-generational offending cycle. Under the FGP, bursaries have been disbursed every year since 2011 to beneficiaries who have made progress in their studies. These students, who range from primary to tertiary levels, have to be children of ex-offenders from low-income households.

In 2015, nearly S$60,000 worth of bursaries fully sponsored by Goldbell Foundation were given out to over 150 students. Each received between S$300 and S$500 in cash, depending on their education level, for them to buy school items and see to their other educational needs.

Separately, Goldbell Foundation works with Children's Wishing Well, a charity dedicated to serving less-fortunate children aged six to 18 years. The foundation sponsors students on the school's financial assistance scheme so that they do not have to skip lunch at school thanks to the Daily Lunch Campaign.

Looking ahead, Cheng Yew Eng, managing director of Goldbell Leasing, says that Goldbell's long-term outlook is to expand its business lines in both Malaysia and Vietnam, and increase its market share in Singapore.

"Our future lies in being the first point of contact in industrial vehicles. Irrespective of the organisational need for any transportation, load carrying, or specialised applications, Goldbell Group's extensive network of principal brands and full-fledged range of products and services will appeal to companies who are seeking for a comprehensive solution to their transportation needs. As a group, we are constantly looking for new opportunities to bring value to our customers," says Mr Cheng.

"Looking forward, being the market leader, Goldbell will continue to evolve and exceed our customers' expectations in relation to our products and services. Our customers are the core reason of why we aim to be a total business solution partner, offering a one-stop solution to all industrial vehicle needs," he adds.

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