“My mum said to me, stop playing with cars or turn it into a business. So I turned it into a business.”

Established in 2004, Automotive Synergy started life as Malaysia’s distributor of satellite navigation systems with Garmin, as satnav became more popular, Automotive Synergy’s business expanded, developing key connections with car manufacturers such as Toyota, Mitsubishi, and BMW, as well as oil and gas companies like Mobil and Shell. However with the rise of the smartphone and apps such as Google Maps and Waze, satnav as a standalone product lost prominence and faced ‘Blackberry Level’ disruption.

Thankfully the business had shifted its focus to providing car care chemicals, before distributing other automotive care products and establishing export markets in various countries for its own in-house products.

With all that in mind, we explore the origins of Automotive Synergy, how the company pivoted as the satellite navigation business changed, and the ambitions ahead for this company.

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