Exec enjoys life in the fast lane

Jason Soong takes the driver’s seat at Maserati

A quick check of Groove Manila’s playlists on Spotify will reveal an artist with a highly developed taste for the sophisticated, the unusual; someone who will not follow the trend but will instead get inspiration from what people want and give them something else, something more, unique and ultimately irresistible.

That artist is Jason Soong, who is bringing the same qualities of being a maverick, of veering off the oft-beaten track to his leadership of Autostrada Motore, the sole importer and distributor of the Maserati line of luxury vehicles carefully designed and produced from the head office in Modena, Italy.

The Behavioral Science graduate of De La Salle University has actually been involved in the car distribution business set up by his father, Wellington, since 2006, but it was only in 2010 when he was given total control of the reins of the Maserati business, and only after he proved himself to his exacting father.

Soong shares that he and his father have always had a close relationship but—like in any family—they’ve had their share of disagreements, not only at home but also in the 24/7 family business that includes the distribution of other revered car brands such as Jaguar, Land Rover and Ferrari.

Then came that inevitable point where he and his father had a standoff over a crucial business decision.

The younger Soong stood his ground and while his father walked away in a huff, he later grudgingly agreed that his son had made the right call, and since then felt more confident about leaving the Maserati brand in his son’s hands.

“There was this client who wanted this model, which was the most expensive that we had. I did all the numbers and I knew that we were not going to make a lot of money on the sale, but if we don’t sell the units, then the whole profitability will suffer,” says Soong, “So I went to my dad and told him, you probably won’t talk to me anymore but I’ll do the sale. Later, as it turned out, I made the right decision.”

“Since then I started making my own moves. I would like to believe that I am smart enough to know what is right,” Soong says.

This coincides with the restructuring of the family business with the father now taking on a more supervisory role and the sons stepping up to the plate to handle the world-renowned brands individually, thus giving them the attention and resources that they deserve.

“I had to learn to take charge. There was a time when I always had to ask permission from him. One day I just started making decisions on my own and we ended up working better together. He was, in the end, just waiting for me to step up,” says Soong.

Soong has since built a strong management team for Maserati and the principals in Italy as well as the market in the Philippines have responded positively.

“We all still help out with Dad on top of everything, but the day-to-day focus on Maserati is now with me,” says the 34-year-old Soong, executive director of Autostrada Motore Inc. the distributor and importer of Maserati and Ferrari.

Jason Soong

Helping him is a team of like-minded individuals committed to take Maserati to the next level.

“We now have a fixed system in place and that has really taken the pressure off,” he says, “We have a better structure and clearer guidelines.”

Looking back, Soong says it was his experience handling fine watches that gave him the confidence to take charge of a revered brand symbolized by Neptune’s trident.

“I was able to take a relatively unknown brand in the Philippines like U-Boat to crazy heights. We had a lot of success with U Boat, and there I made a lot of decisions on my own,” says Soong, “When I was managing the brand, there were many offers that I had to weigh and always I kept in mind what a professor told me in graduate school, that inventory is the devil.”

It is true with expensive watches and more so with multimillion-peso luxury vehicles such as Maserati.

If inventory does not move, then cash is tied up and hampers the ability of the company to bring in something new to excite the market.

And so far so good, especially over the past two years when sales have exceeded expectations, due to a combination of factors such as service to clients who demand only the best and the entry of winning models, such as the Levante.

Maserati describes the Levante as a luxury sport utility vehicle like no other, embodying the passion, the sophisticated engineering and exclusivity that have distinguished every vehicle engineered and crafted by Maserati in the heart of Italy since it was founded in 1914.

Maserati models are sold from around P6 million to P13 million each, and the price range is deemed attractive by the slice of the Philippine consumer market who can afford to fork over that much cash for a four-wheeler.

“Ma serati particularly appeals to those who don’t want to be like anybody else, who want to be different even in the luxury market. So far, there is no fixed demographic, there are young ones and old ones, although still predominantly men,” Soong says.

Autostrada expects sales to hit 80 vehicles this year from 47 last year, although a definite source of concern is the plan of the government to increase the excise tax on vehicles.

The sudden increase in vehicle prices that will follow the imposition of the new excise tax will understandably dampen sales.

This is perhaps one reason why a number of Filipinos have advanced their purchase of luxury vehicles, thus boosting, particularly of the Levante.

“The Philippines is really an SUV country,” Soong says, adding that some 60 percent of sales so far have been due to the Levante.

It has not been easy bringing in the sales with other luxury car distributors going after the same broad market.

But Soong, who up to two years ago was playing in the UFL Professional Soccer League, is used to going after goals, with the discipline honed from his years in competitive football.

To bolster his bid, Autostrada is gearing up for its “People of Passion” campaign, a holistic program that marries digital, branding and sales efforts to illustrate passion.

“Maserati is a very passionate brand with a proud heritage, and we will translate that into our local campaign that will be subdivided into the themes of engine and performance, beauty and style and legacy,” says Soong, whose other passion involves churning out smooth and groovy music for those yearning for ear candy.

Maserati in the Philippines, indeed, is moving like a well-oiled machine and Soong and his team are more than ready to go into an even higher gear.