DMA HK: DCH Motors' Michelle Chan on driving exclusivity in the digital age

In an era where disruption is the norm and customer expectations are evolving faster than ever, businesses are being challenged to rethink how they operate, engage, and grow. The answer? Digital—not as a buzzword, but as a strategic lever for transformation.

According to McKinsey, an estimated 90% of organisations are currently undergoing some form of digital transformation. This widespread shift highlights the urgency for brands to rethink not just their tech stack, but their value proposition in a digital-first world.

For Dah Chong Hong Motors (DCH Motors), the goal goes far beyond selling cars. It’s about delivering exclusivity and dreams.

In conversation with MARKETING-INTERACTIVE, Michelle Chan (pictured), general manager, digital business, DCH Motors International, shared how the company is embracing digital exclusivity to elevate the brand experience, particularly for its premium lines.

“We would offer limited-time access to exclusive content, such as behind-the-scenes footage, interviews with industry experts, or even exclusive tour to our internal facilities such as the Bentley Workshop or exclusive event experience in activities which we are sponsoring.” 

In addition, DCH Motors is curating limited-edition product and service packages available exclusively online—giving customers the chance to own something truly unique.

“One of the most effective tactics for digital exclusivity is creating a sense of scarcity and urgency online. Limited edition releases, exclusive online events, and time-sensitive offers generate excitement and drive engagement among different tiers of our premium customers,” she said. 

Apart from that, it is also working with different local designers to provide personalised services for car owners, exclusively via DCH's digital channel, creating a sense of exclusivity that goes beyond the physical store experience. 

Differences between KPIs and financial justification 

When it comes to high-value, prestige products such as cars or yachts, DCH Motors adopts a hybrid approach to customer engagement.

"Even for communications, it won’t be purely through digital. Experiential selling is part of the means through which we are able to understand our very prestige segments more.” 

Still, digital campaigns play a critical supporting role—helping to build general awareness and broaden the reach to target segments, she said. 

In evaluating success, ROI is closely tied to the customer’s lifetime value with the brand, she said. "Identifying the right target segment for the right campaign is very critical in order to make the ROI sound.”

Apart from simply a straight measure of immediately financial KPI, Chan suggested putting some weight on the non-financial one and some indirect or non-immediate financial KPI as well, such as NPS for prestige customers after an exclusive event experience, referral sales value bringing in from happy customer, she said. 

To support this digital-first direction, DCH Motors is cultivating a more agile, data-driven, and customer-centric marketing function, Chan said. 

“It takes effort to ensure smooth customer experience and data being the highest priority during the journey though. On one side, we are working with our IT team to ensure the system is being built with user-friendly interfaces and robust infrastructure with continuous upgrades. So our frontline staff will feel more confident and convenient to use the digital tools for the selling and marketing process,” she added. 

“On the other hand, we would also work with our technology vendor and agency partners to provide regular training to our team, so they would be fully aware of what tools are handy available for them to perform their tasks in higher efficiency,” she said. 

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