News / Oct 8, 2021

YSS SUSPENSION Thai Shock Absorber aim to be world number one

Thai Shock Absorber which is developed by using High-Technology to get  International Standards and offer supreme suspension in order to be the leader of High-Performance shock absorber in Thai market and ASEAN. We also export to oversee in order to meet riders demand more than 30 countries and we aim to be world number one of High-performance shock absorber for motorcycle and scooter in 2019.

"I want Thai people to be trust and proud in their potential which we able to compete in the Global market," said Pinyo Panichgasem, (Chief Executive Officer of Y.S.S. (Thailand) Co., Ltd.). Reinforcing its commitment throughout the business, manufacturing and suspension distribution (shock absorbers), motorcycles and pickups including race cars more than 84 branded covering more than 2,500 models and more than 5,000  items under YSS and YSS AUTO brands in Thailand and overseas since he start work in 1983. Pinyo has gained experience in distribution of spare parts and automotive accessories in position of Marketing Manager at Dhana Sirm Co., Ltd. " I worked as an employee at Dhana Sirm Co., Ltd., for 9 years. Senior colleague in the motorcycle spare parts business invited me to stake in Thai Asia Commercial since 1993, which later merged manufacturers and dealer became TAK SIAM CORP in 2006, I am a middleman to manage and set up the system for 1 year then devote to TSK.

The 58 years old CEO still remembers the moment of change, restructure of the business from Taiwanese partner to became 100% owned by Thai people and renamed from TSK to YSS as well as adjusting the business strategy through the economy crisis in 1997 by penetrating overseas markets, ratio increasing from 10% to 30% at that time, Mr.Pinyo also lead the company to step up from aftermarket to achieved in high-performance market.

There are several motorcycle parts, but we choose shock absorbers because we able to compete in the design performance and create branding by replacing from aftermarket to high performance ... until we met Mr.Harrie, we invited him to have 10% of share in both Thailand and R & D company in Europe ... "Mr.Pinyo mentioned the turning point in joining with European partner Mr.Harrie Essens (Expertise of Shock absorbers from the Netherlands) and a team of experienced researchers from the world-class racing industry.

Mr.Pinyo is continuing to expand business by using International Quality Standards such as ISO / TS 16949 by TUV Rheinland from Germany and the ABE standard by  Kraftfahrt-Bundesamt (KBA) from Germany for scooter shock absorber and be the first brands in Asia including developed double-tube gas shock absorber for motorcycles as first brands in the world of  HYBRID.

The key of YSS is changing the product that requires tuning techniques to suit with motorcycle and scooter that complexity is a product that can be used easily instead. As a result, the major companies of all countries are joined to be distributors of YSS products such as Germany, Italy, France, England and Spain.

"Creating Branding first emerged is from prove, especially in the racing we got many awards in worldwide. Second, we have variety of products comprehensive range in the world, up to 5,000 items ... "

Currently, the company has the highest market share in high-performance products both in Thailand and ASEAN. Exports to Asia, Middle East, Europe, Africa and South America we have over 30 dealers worldwide, with domestic service center and 11 overseas service centers. For the past year, the company has been able to grow steadily the revenue was total 824.45 million Baht and net profit was 102.27 million Baht.

He also set goals 1 billion baht growth this year and announced to be the world's number 1 leader in High-performance shock absorber market and scooters in the year 2019. "We have proportion to export about 50% of export turnover to ASEAN, Malaysia, Indonesia, Philippines, Vietnam, Myanmar and Singapore." to improve market penetration. 

"We develop new products all the time, we have R & D from shape modeling design with computer programs finishing and can be tested. Including bringing the motorcycle/scooter into our R&D Center for testing ... we have developed new Technology products every quarter and develop our product from a new vehicle model. We able to developed and launch a new product every week "said Pinyo.

" Each demand is different, mostly in ASEAN are small motorcycles and scooters. In the past customer will change shock absorber when it’s broken. But nowadays, they have changed their shock absorber to YSS because we prove that worthy. It's not just beautiful, but because of performance. In Europe’s market separate to a scooter and a big bike that changes when broken or it's over. Because of less use and road smooth than Thailand "

Mr.Pinyo mentioned about growth opportunities that reflected in foreign markets. Especially Indonesia, the largest motorcycle market in ASEAN, followed by Vietnam, Philippines, Myanmar and Malaysia, also plans to penetrate the United States. World's largest off-road market.

"In future, exports ratio is likely to reach 70%, it’s not difficult to growth double in ASIA ... We are also interested in Japan, America and Australia We plan to build R&D centers in these three countries ... "

At the same time, Pinyo has invested expand the production line of springs to be accord with the shock absorber that has been continue developed. To reduce production costs and time of customize products to be launch product to the market quickly and meet customer requirement. “We have no policy to produce springs for external sales. The design of the springs is based on our shock absorber ... "

Mr.Pinyo also strategic planning to added a variety of products to the pickups user, together with the research team in Europe develops shock absorbers for pickup trucks 4 x 2 and 4 x 4.  For the next step of YSS, Mr.Pinyo focus on growth opportunities through fundraising in The Stock Exchange of Thailand.

"Admission to The Stock Exchange of Thailand has both advantages and disadvantages, because it makes us easier to develop and certify transparency. As well as being public, make we open and share information with our partners better. But it must be redeemed for business plan disclosure competitors know us, but we do not know them, some strategic is confidential.

FORBES FACTS

The crisis that turned out a chance after the Flood in 2011, the German newspaper reported a huge damage to the network of vehicle production Mercedes-Benz and BMW cannot be produced. As a result, the global recognition of an importance of Thailand overnight.

The change period to Y.S.S. is founded name was registered, so we added (Thailand) on register.