Meet Singapores first tyre conciergeCarBuyer SingaporeCarBuyer Singapore

MEET SINGAPORES FIRST tyre concierge. Elphin Ong works for Bridgestone, and is making it her mission to offer the tyre giants customers a personalised service.Customers can contact her to set up an appointment for a new set of Bridgestones, and have her select a convenient retail location. It will be most likely be one of the brands comfier B-Select outlets, one of five on the island.

Ms Ong then makes sure that the tyres are waiting for the customer at the appointed time, and shows up herself to make the transaction more pleasant her personality is such that after one appointment, the customer called back to offer her a job in the finance industry on the spot.Customers looking for a specific Bridgestone model in a particular size stand to benefit most, because they run the most risk of turning up at a retailer and not finding what they want, says Ms Ong.The Bridgestone Concierge service costs nothing, at least at the cash register.Instead, it is part of an effort by Bridgestone to differentiate its products from the slew of cheaper tyres from lesser-known brands in the market.The strategy addresses a problem that tyre giants routinely face in Singapore. More than once, industry sources have expressed bewilderment toCarBuyerthat drivers here will spend six figures on their cars, only to baulk at paying several hundred for quality tyres.Perhaps Elphin Ong can build bridges to those drivers.