Turning Crisis into Opportunity
In 2007, Simon Li, an aftersales manager from Bow Yue Guangzhou in Tianhe branch encountered a vehicle owner who demanded a buyback as his car repeatedly stalled on highways. Despite multiple parts replacement and diagnostics, the issue persisted. Simon and his team spent three days conducting intensive road tests, covering over 700 kilometres to work out the issue. Their persistent paid off when the team successfully resolved the problem, reigniting the customer's confidence in their service. Since then, Simon and the customer forged a friendly relationship which lasts to this day.
Simon Li at 2009 Annual Dealership Conference.
Throughout his 25 years at Sime Motors, Simon embraced every challenge as the opportunity to grow. He started as a stock keeper at a BMW dealership in 1994 and worked his way up in after-sales, helming various roles and gaining firsthand experience in different aspects of the business. Today, as the General Manager of Aftersales in Sime Motors China, he believes in driving excellence in aftersales services with his expertise.
Simon Li, when he served as an in-house technical trainer in 1996, explaining the M62 engine and 5HP30 transmission to mechanics.
“It’s not the process that matters to customers, it’s knowing you care,” Simon says. His ability to understand both technical and customer service challenges make him an all-rounded leader, driving both operational efficiency and customer satisfaction. In an interview, he shared that he is honoured to be part of the team that plays a key role in the company’s growth, from a single BMW dealership in China into a powerhouse spanning the nation with a multi-brand network.
Under his leadership, the aftersales team earned top rankings in national competitions and received recognitions from both manufacturers and customers. Last year, the team won the BMW Dealer Group and Customer Retention Award. The previous year, they earned multiple awards representing Sime Group in the National Aftersales Service Competition (NASCE) award, competing against 700 dealers in China.
Simon at his alma mater after an anniversary celebration, 30 years after his graduation.
When asked about his life’s purpose, Simon believes in sharing knowledge and empowering people around him to reach their full potential. To him, leadership isn’t about managing but it should be inspiring. Whether it is through training sessions, one-on-one coaching or leading by example, he aims to create an environment where everyone feels valued and works towards the same goal as a team.
"Balancing between work and life is also important. Work gives us purpose, but life gives us meaning. True success isn’t measured by long hours at work but by the balance we create between our ambitions and well-being. When we learn to prioritise both, we will work and live better." – Simon Li.
Reflecting on his journey, Simon takes pride of being a part of the team that has grown alongside the company. He emphasises that Sime Motors has provided him an invaluable avenue for his career development that he hopes every team member recognises and seizes.
Looking ahead, Simon remains committed to growth, innovation and excellence. His goal is not only to contribute to Sime Motors' success but also to inspire people around him, and ensuring every customer enjoys their ownership and exceptional customer service experience.
