APG South East Asia launches with Sebastian Song

APG South East Asia launches with Sebastian Song

Published: ASIA

ASIA: Sebastian Song has joined forces with French loudspeaker specialist APG to create APG South East Asia, the manufacturer’s first joint venture. Based in Singapore and led by Mr Song, the new company’s remit extends across Singapore, Vietnam, Indonesia, Thailand, Malaysia, Cambodia and Myanmar. Also joining Mr Song are Imran Hariht and Kenny Chng, occupying the roles of sales director and technical director respectively.

Described by APG as highlighting the importance of the Asian market in terms of its ongoing international development strategy, the joint venture is already fully operational with offices, warehousing, stock and a fully-equipped demo and training room plus technical and sales teams in place. At the time of writing, two orders had already been signed for ‘significant installations’ with more set to follow. The official company launch is scheduled for November 2014.

In particular, the involvement of Mr Song is likely to draw high profile attention to the new company. ‘I was looking for a reliable and trustworthy partner with whom to build a successful long-term business,’ he explained. ‘I was already aware of APG via a mutual contact who introduced me to Bruno Garros. From our first communication, I realised that we shared the same strategies and ideas which would enable us to create a long-term business opportunity together.

‘Whilst product quality is important (and APG has excellent products), the most important element for me is the integrity of the people in the company and their transparency with their partners. This is why I chose to create APG South East Asia with APG.’

Both Imran Hariht and Kenny Chng agreed. ‘Our goal is to be amongst the top three leading brands in Asia,’ declared Mr Hariht. ‘Currently, the entertainment industry here is quite saturated and customers are always looking at the same brands. Being ‘the new kid on the block’, APG is able to inject a certain vitality and freshness to the market that some feel is lacking. Furthermore, in product terms, APG has an extremely well-rounded range and certain unique products that make them very well placed to have a positive impact.’ Mr Chng added: ‘Having already been impressed by the products, I was delighted to meet the team behind the products and was struck by their shared passion for quality audio. With the right tools and support, I’m confident that we’ll be able to make a significant impact.’

According to APG’s EVP of global sales and business development, Bruno Garros, the joint venture heralds the future of APG’s international strategy. ‘I am convinced that this business model is the way forward for APG,’ he explained. ‘I am particularly pleased that we have been able to put our first joint venture in place in South East Asia, which is a hugely dynamic and vibrant market, with such an experienced and reliable partner as Sebastian. Working with him has been a pleasure from the start. We realised very quickly that we had an enormous amount in common in terms of shared values and the way we like to do business. The fact that we were able to mobilise so many financial and human resources as quickly as we did in such a strategic geographic area is clear recognition that APG is now a force to be reckoned with at an international level.’

Grégory Dapsanse, EVP of marketing, concluded: ‘The skill and organisation of the APG South East Asia team enables us to ensure from the outset the same levels of excellence in terms of customer service and technical support that we provide in France. Sebastian and his team know their market and their customers inside out, and their levels of technical proficiency match our own. He is quite simply the ideal partner with whom to mount our first Joint Venture.’


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