Bangkok--1 Sep--Aziam Burson-Marsteller
KRUNGSRI Auto, a leading automotive financial solutions provider that offers customers a wide range of products and services, launched a new service that is a first for the automotive financial market. It also launched a new advertising campaign to strengthen the ‘KRUNGSRI Auto’ brand, while organizing the “KRUNGSRI Auto Go Kart Championship 2010” with dealers nationwide. The Company expects new loans to grow 40% by the end of 2010
According to Pairote Cheunkrut, Managing Director, Ayudhya Capital Auto Lease plc., or KRUNGSRI Auto, which provides a comprehensive auto loan portfolio, the KRUNGSRI Auto business plan for the next 4 months will focus on marketing to strengthen the ‘KRUNGSRI Auto’ brand under the ‘Market Shaper’ concept. A key element of this concept is the provision of innovative products and services to the automotive financial market. The latest such service that the Company launched is the ‘7-day service’ for credit approval from Monday — Sunday. It is the first time this is being offered in the automotive financial market. The service will start in September 2010 and will be communicated to consumers through a TVC under the ‘Contact 7-days’ concept. The TVC will be aired on Friday 3 September.
“Normally automotive financial application approval processes will be handled on working days (Monday — Friday) but from our study of the quantity of applications, we found that demand for automotive financial applications has increased due to market growth. Therefore, working only Monday to Friday may be not be in line with market needs and will make consumers lose their opportunity to receive fast approvals. This being the case the company decided to launch ‘7 Day Service’ for credit approval from Monday — Sunday to match market demands and benefit consumers and dealers”
Pairote said that the company also launched an advertising campaign through multiple communications channels to build brand awareness as well as communicate to consumers about its brand promise “KRUNGSRI Auto…Your Navigator” that commits KRUNGSRI Auto to offering a wide range of products and services as a one stop automotive financial provider for the full life cycle of consumers.
The advertising campaign consists of 2 TVCs: 1) ‘Contact for all issues: both automotive and money’ to focus on the many automotive financial demands of consumers and how KRUNGSRI Auto can support them with 7 products. 2) ‘Contact during the full life cycle’ to communicate that KRUNGSRI Auto will be with its consumers in all situations. The advertising has been aired since August 19 and 26 respectively.
Pairote said that regarding auto and motorcycle dealers, KRUNGSRI Auto will arrange ‘KRUNGSRI Auto Go Kart Championship 2010’ to strengthen relationships with dealers nationwide and raise funds for charity. The revenue of the activity will be used to support education for remote schools. The competition will consist of a regional level starting from September 4 — October 16 and a national level on October 23 at Bira International Circuit, Pattaya. The winner will get the HRH Princess Soamsawali trophy and a cash prize.
“The 7 day service, the advertising campaign and KRUNGSRI Auto Go Kart Championship 2010 are key marketing activities in the second half. We expect, by the end of the year, a total NEA of 116 billion baht, up 17% compared with last year and 69 billion in new loans, up 40% from the same period last year. We are confident that we can hit this target,” concluded Mr. Pairote.
About Ayudhya Capital Auto Lease PLC
Ayudhya Capital Auto Lease PLC or KRUNGSRI Auto, is a subsidiary of Bank of Ayudhya. KRUNGSRI Auto is a leading total automotive financial solutions provider offering comprehensive products and services that best suit the needs and requirements of auto and motorcycle manufacturers and dealers, corporate customers and consumers. In 2009-2010, the company has got the A+ from the TRIS Rating. The financial solutions offered include “KRUNGSRI Car for Cash”, the financing for auto owners who want cash with their autos as the collateral; “KRUNGSRI Cash to Car”, a financial product for second hand cars, available to those who want to buy a used car directly from the owner; “KRUNGSRI Motorcycle Credit”, a financial solution for motorcycles; “KRUNGSRI New Car”, a financial solution for new autos; “KRUNGSRI Used Car”, a solution for used cars; KRUNGSRI Fleet & Leasing, a financial offer for autos bought for corporate use and “KRUNGSRI Inventory Finance”, a financial solution for auto dealers. Currently, KRUNGSRI Auto operates through its 34 branches and all Bank of Ayudhya branches nationwide. Interested customers can contact KRUNGSRI Auto Call Center Tel. 0-2740-7400 or www.krungsriauto.com for the home delivery service of auto price appraisal and others.
For further information, please contact:
Ayudhya Capital Auto Lease plc
Thitipa Laxanaphisuth, Tel. 02 627 8930 Email:
[email protected]
Aziam Burson-Marsteller
Hongsinunt / Piyanuch / Satida
Tel. 02 252 9871
Email:
[email protected]