Ducati dealership a ‘life balance’ quest for concrete company exec

His first showroom will open in July. 
“When I was young I really loved riding motorcycles. And of course Ducati is the first brand that I wanted to belong to. I can say that the motorcycle changes my life when I am riding, I’m feeling relaxed and enjoy being on the road. And I also make new friends who also love to ride motorcycles. So I think being a Ducati dealer is the answer to my desire to balance my life between my business and my passion,” he said.
Chayanin earned a Master of Business Administration degree from Naresuan University in Phitsanulok, then spent his time focusing on his family business, CPC Corporate.
“My family business is a manufacturer and distributor of concrete products. This year, I started a new business under the name of ANT Auto Sports Co Ltd in order to be an authorised dealer of the Ducati brand.
“As you know, Ducati is the best of the motorcycle brands and in the area of my home town in Phitsanulok, there are a lot of potential clients in the province. There are many big-bike [clubs] in this area. Hence I assume that the biker market is going to expand and grow every year. 
“Three years ago, many motorcycle brands opened stores in this area, but not Ducati. So loyal customers of Ducati could not find any place for after-sales and maintenance services. So I think there is a good opportunity to start this business with global brands like Ducati,” he said.
“Based on the number of big bikes registered by the Department of Transportation in Phitsanulok, you will see that the numbers are growing every year, which is in contrast to the overall economic situation.” Chayanin said the target buyers would be people loyal to the Ducati brand who live in the lower North and Central regions of Thailand. 
“They will also include those who already own a big bike but want to try something new, and are ready to switch to Ducati. 
“The most important reason, I think, is that there is no authorised Ducati dealer in this area, and maybe these customers are concerned about after-sales and maintenance services.
“In the past, Ducati was a world-class brand positioned at the high-price level. But now, it has a factory that produces motorcycles in Thailand, so the prices are quite a bit lower than before, and affordable by prospective customers,” he said.
Chayanin said sales volume was not the aim of his business but he wanted to build up a big-bike community, sharing together good experiences and good tips for riding – and also make new friends who are interested in the same things. 
“Over the next three to five years I hope to expand the Ducati brand to another area to meet the needs of customers. In addition, I look forward to being an authorised car dealer as well.”
He said his showroom featured not only Ducati but also Royal Enfield. The showroom will be on a 6-rai (1-hectare) plot and occupy 1,500 square metres of usage area. 
“We will have a display area of about 400 square metres, and a service area of about 200 square metres. Moreover, we will have special service for motorcycle and car parking and car-care service too. Furthermore, we will have a standard racetrack for test rides. 
“The total investment was about Bt30 million, excluding the cost of land. In the future, I hope there will be a customer network covering the whole Northern region of Thailand,” Chayanin said.