Senok continues to rev up the automobile industry in Sri Lanka

With a history that extends over 40 years, Senok Trade Combine (Pvt). Ltd has become one of the country’s leading providers of quality automobiles and commercial vehicles. The company offers a range of diversified solutions in the areas of travel, aviation, energy, mining and tea, however the company’s automobile division, Senok Automobile Pvt. Ltd has created a name for itself amongst motor enthusiasts as the sole agent of world famous vehicle brands such as Audi, Volkswagen, Subaru and Skoda in Sri Lanka.

Having experienced consistent growth over the last few years, Senok Automobile (Pvt.) Ltd is now well poised to enjoy yet another year of success with the upcoming launch of the new Audi A6. The company has several new product launches in the pipeline for this year and Rajieve Fernando, Director – Sales & Marketing, Senok Automobile (Pvt). Ltd. shared his insights on how Senok is driving the automobile industry in Sri Lanka forward, and offering motor enthusiasts a world-class range of vehicles as well as excellent after-sales service and support.

From travel, to fast cars – how Senok built an empire: Senok Trade Combine was incorporated in the 1970s by Noel Selvanayagam who started Senok as a travel business. In time, Senok diversified from the travel trade into heavy machinery and in the 1980s, the company made a pioneering move into the automobile industry by becoming the sole importer of Subaru vehicles. In 1997, the company also became the sole importer of Audi in Sri Lanka and the Maldives and thereafter was named the sole agents of Volkswagen and Skoda as well. Today, Senok is making waves in many diverse industries and boasts a portfolio of many local and global brands.

Senok’s success and long-standing association with Audi: Senok Automobiles has been associated with the Audi brand since 1997 and already has 1500 vehicles on the road in Sri Lanka. Over the years, the company has worked hard to establish the brand amongst Sri Lanka’s elite and has competed aggressively in the luxury car market. Looking ahead to the future, Rajieve Fernando and his team are committed to making the Audi brand the number one car in the premium segment by 2020. Commenting on Audi’s strengths, Rajieve Fernando stated, “Over the last few years the Audi brand has grown from strength to strength both globally and locally. The Audi A3 won World Car of the Year in 2014 and most of our car models have been recognized globally for their excellence in design and performance. The Audi brand is becoming increasingly popular in Sri Lanka and we have three new product launches in the pipeline, this year, including the launch of the new A6, the new A4, and Q7. We’ve also strengthened our presence by opening up a corporate office and we’ll be opening our new showroom shortly too. We’re also taking a different approach to our launches. This year, we want to provide a much more experiential launch event and we will be giving potential and existing Audi customers a chance to actually test drive the new A6 instead of just looking at it.”
Senok and Audi’s unique product offering: Unlike other premium car providers in Sri Lanka who compete with importers that bring in cars from other countries, Senok Automobiles imports all Audi vehicles directly from the Audi factory in Germany, guarantees the highest quality of each vehicle. Additionally, Audi vehicles are specially produced for Sri Lanka with the climate and terrain of the region in mind. Whilst other premium car agents may import vehicles that are customized for Europe or various other countries, all Audi cars sold by Senok Automobile are created to meet the needs of the Sri Lankan and the South Asian region.

The Audi philosophy and promise: Vorsprung durch Technik (which translates into ‘Advancement through Technology’), is not only Audi’s promise, but is also the basic philosophy which drives all of the company’s activities. Both globally and locally, Audi strives to set new standards in the automobile industry, by blending the latest technology with innovative design. Each car and model is made with care, passion and the efficiency of Audi engines are gaining popularity around the world. Additionally, the sleek and powerful look and feel of Audi cars are winning over more car enthusiasts each day. The new Audi A6 for instance boasts athletic, taut design with new headlights, engines and infotainment systems for even higher levels of luxury and refinement. This vehicle represents the perfect balance of beautiful design, efficiency and performance. Additionally, the new front and rear designs provide a more dynamic stance and greater presence on the road and the new model has also been upgraded with new software algorithms to further improve responsiveness and provide even better levels of agility.

Driving growth in the future: Commenting on potential for growing Audi’s brand presence in Sri Lanka, Rajieve Fernando stated, “Globally, Audi sells 1,800,000 units a year and it is a matter of time before we see Audi establishing itself as a market leader in the region. This year, our target is to get another 200 cars on the road and we really want to delight our customers in the premium segment. We also see a lot of potential because permits are being given to civil servants, and the concessions make it increasingly more affordable to buy an Audi vehicle.”

Steering through new markets and new trends: Senok Automobiles is also navigating through an exciting era of changing trends and new markets. Commenting on this, Rajieve Fernando stated, “Whilst certain Audi models cater to an elite clientele, some models are also starting to appeal to younger generation as well. Increasingly younger generation is aspiring to drive an Audi, and this is definitely a market that has potential. The Audi range of models, meets the needs of different customers in varying ways, and it’s important for us to strengthen our brand presence and appeal, in order to cater effectively to different customer segments.”

As Senok Automobiles looks ahead to the future, the company will continue to invest in its product and service offering. The company is dedicated to capturing greater market share by focusing on delivering customer satisfaction and strong after-sales support. By strengthening the presence of its brands in the country, Senok Automobiles will continue to rev up the automobile industry in Sri Lanka and Rajieve Fernando and his team are excited to embrace the promising era of growth that lies ahead.