For Jack Wong, managing Syarikat Tayar & Batteri Usaha Jaya is more than a family responsibility. As the second generation who looks after the business established by his father, Wong grew up in the tyre industry and has taken a modern approach to moving the family business forward.
Ipoh Dealer Embraces New Approaches
Growing up in the workshop, Wong learned the trade from the ground up, from changing tyres and balancing wheels to understanding the importance of customer service. What began as childhood exposure gradually developed into a genuine interest in the industry, prompting him to pursue a Diploma in Automotive Repair and Diagnostic at Kolej WIT after completing secondary school.
The qualification strengthened his technical knowledge while complementing the practical experience he had gained over the years. After graduating, Wong returned to the family business and began applying his technical knowledge to further develop its capabilities. His approach to the business is built on combining the practical experience inherited from his family with technical knowledge, technology and a strong focus on customer needs.
Today, Usaha Jaya operates three centres in Ipoh, providing tyre-related services and mechanical repairs for passenger and commercial vehicles. Wong manages the main centre, while the other two outlets are overseen by his family members, with one focusing on truck tyre servicing and the other on passenger car tyres and automotive maintenance.
Wong’s technical background has also contributed to the development of the company’s expertise in premium vehicle servicing. “We have accumulated 19 years of experience as a Cycle & Carriage panel workshop in servicing Mercedes-Benz vehicles. I also underwent a year of training with Cycle & Carriage, which further strengthened my technical knowledge and understanding of the brand. This experience has allowed us to develop strong expertise in handling Mercedes-Benz cars, as well as other premium vehicles,” he said.
For Wong, technical knowledge is an important part of delivering professional service. He emphasises the need for tyre dealers and workshops to continually improve their technical capabilities to keep pace with changing vehicles, technologies and customer expectations.
This mindset also shapes his view of the growing popularity of online tyre sales. Wong sees online platforms as an additional channel for traditional tyre dealers to reach customers and complement their physical workshop services.
“As a Goodyear dealer, we have seen Goodyear refer customers who purchase tyres through its Lazada and Shopee platforms to our centre for tyre installation. This gives us an opportunity to connect with new customers and expand our reach,” he said.
Online platforms offer customers competitive tyre prices and convenience, but physical workshops still have an important role to play by providing professional advice and technical services. Wong highlighted that this is where tyre dealers can differentiate themselves, helping customers select the right tyres based on their vehicle application, driving habits and budget, as well as providing professional installation and after-sales support.
For Wong, the future of tyre retail lies in creating a stronger connection between online platforms and physical workshops. Online channels can introduce new customers to the business, with workshops providing the technical expertise, installation services and personal support needed after the purchase.
Beyond technical expertise, Wong places strong emphasis on communication and teamwork. He sees effective communication as an important part of maintaining a well-coordinated and service-oriented workshop.
“As we are a service-oriented business, good communication is essential. Communicating effectively with customers helps us understand their needs, while good communication among staff improves productivity and helps us retain good employees. We work as a team and support each other. Once one technician finishes a task, we will assist others so that customers can get their vehicles back sooner,” he said.
To remain competitive in the tyre industry, Wong stated that continuous self-improvement is essential, both in terms of technical skills and tyre knowledge. This philosophy is also reflected in the company’s ongoing investments in workshop equipment, technology and staff development, ensuring that the team can continue to deliver a higher standard of service.
“We replace our tyre servicing equipment every four years, and we choose leading brands to ensure that our workshop keeps pace with global technology standards. Investing in advanced tyre servicing equipment not only enhances our capabilities but also strengthens our professional image and builds customer confidence. As an old Chinese saying goes, ‘Good tools are a prerequisite for success,’” he shared.
Looking ahead, Wong is not focused on rapid expansion. Instead, his priority is to strengthen and manage Usaha Jaya’s existing three centres while maintaining consistent service quality.
He acknowledged that finding the right people to manage new outlets remains a challenge, and expanding too quickly could compromise the standards the business has built over the years.
With its strong family heritage, technical expertise and willingness to embrace new approaches, Usaha Jaya is well positioned to continue evolving while remaining grounded in the values that have supported the business for generations.
