Close-Up

Nicha­ree Phati­tit meets ML Nath­a­sit Diskul, the busi­ness­man look­ing to put su­per­car brand Lam­borgh­ini back in Thai­land’s fast lane

Thailand Tatler - - CONTENTS -

Re­nazzo Mo­tors’ ML Nath­a­sit Diskul ex­pounds on the re-launch of Lam­borgh­ini in Thai­land, while busi­ness ex­ec­u­tive Preeya­nart Soon­torn­wata of B Grimm Power talks en­ergy

We get to­gether with ML Nath­a­sit Diskul at Lam­borgh­ini’s sleek new work­shop and show­room on Vib­havadi Rangsit Road. Known as Gong, Nath­a­sit is the chief busi­ness of­fi­cer of Sharich Hold­ing, an um­brella com­pany for a raft of mo­tor­cy­cle and elec­tronic brands, as well as the manag­ing di­rec­tor of Re­nazzo Mo­tor, ap­pointed by Au­to­mo­bili Lam­borgh­ini Asia Pa­cific as the mar­que’s of­fi­cial dealer in Thai­land. He is work­ing a tight sched­ule to have the new fa­cil­ity ready by De­cem­ber 2018. “Lam­borgh­ini has been in Thai­land for the past 20 years, but deal­er­ship op­er­a­tions have ex­pe­ri­enced a hia­tus in the past two years,” he ex­plains. “I’m run­ning full-steam at the mo­ment, putting in 15-hour days to push the com­ple­tion of the con­struc­tion.”

Fit­tingly, Re­nazzo Mo­tor takes its name from the home­town of Lam­borgh­ini’s founder, Fer­ruc­cio Lam­borgh­ini. The name in Ital­ian is as­so­ci­ated with re­birth, in this case a new be­gin­ning for the brand in Thai­land. “We are con­fi­dent that come De­cem­ber, ev­ery­thing will be fully op­er­a­tional,” says Gong, but he also ac­knowl­edges that that is only half the chal­lenge. Re­build­ing the im­age and cus­tomer con­fi­dence in the brand is also para­mount. “Right now our po­ten­tial cus­tomers don’t have the con­fi­dence due to the two-year pause. Our goal is to re­store the mar­que’s rep­u­ta­tion for both our ex­ist­ing and prospec­tive own­ers. We’ve al­ready achieved part of that through our me­dia ac­tiv­i­ties, in­clud­ing a press con­fer­ence to an­nounce our se­lec­tion as the new au­tho­rised im­porter and dis­trib­u­tor for Lam­borgh­ini in Thai­land. The CEO of Lam­borgh­ini Asia Pa­cific flew in spe­cially for the an­nounce­ment.”

Start­ing with a clean slate, Gong’s in­tegrity is re­flected in the pol­icy of trans­parency that he has im­ple­mented. “We want to im­port through a com­pletely open process, so we did some­thing quite ex­tra­or­di­nary for this in­dus­try. We sub­mit­ted an of­fi­cial let­ter from Lam­borgh­ini head­quar­ters in Italy to the Thai Cus­toms De­part­ment stat­ing the pre­cise cost of each car. There are sim­ply no grey ar­eas when you buy a Lam­borgh­ini here and we can as­sure prospec­tive own­ers that all the cars we sell are prop­erly val­ued and legally im­ported. As a busi­ness it means a smaller profit mar­gin for us but I think the sac­ri­fice is worth mak­ing if it helps to re­store con­fi­dence in the brand.”

An avid pho­tog­ra­pher, Nath­a­sit’s pas­sion for vin­tage cam­eras and pho­tog­ra­phy runs in his blood. “My grand­fa­ther was a keen pho­tog­ra­pher. I pre­fer us­ing a film cam­era be­cause the process of tak­ing a photo is more del­i­cate and tech­ni­cal. You have to think about the com­po­si­tion, the shut­ter speed, the light­ing and so on be­fore you can get a good shot. I like to take pho­tos in medium for­mat, so I only get 12 pic­tures per roll of film. It makes you con­cen­trate on get­ting the right im­age! Nowa­days you can just snap away on your phone cam­era, but it takes away the sense of calm com­po­si­tion you only get when try­ing to frame a shot us­ing film,” he says. Get­ting the film pro­cessed, too, has a charm for Nath­a­sit be­cause of the time and ef­fort he in­vests in the pic­tures. “When I look at the pho­tos I take, I can re­call ev­ery­thing—the peo­ple, the way they laughed, even the smell at the mo­ment I pressed the shut­ter. I like street pho­tog­ra­phy, so I take a cam­era with me when­ever I travel to get pic­tures of how peo­ple ac­tu­ally live their lives.”

A mod­ern man with an ad­ven­tur­ous spirit, Gong en­joys sports such as ski­ing and snow­board­ing, hob­bies he picked up while at high school in New Zealand. “I also love rock­climb­ing with my wife and daugh­ter. We take turns to be each other’s be­layer—the climber who stays on the ground to ap­ply ten­sion to the rope while an­other climber is as­cend­ing.” He’s an ob­vi­ous safe pair of hands for tak­ing Lam­borgh­ini back to the top in Thai­land.

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