By Pauline James
With over four decades of experience in the automotive industry, Sendok Group has grown from humble beginnings into a diversified automotive solutions provider. At the heart of this journey is a clear mission — to become Malaysia’s most comprehensive hub in the automotive industry, delivering practical, reliable and innovative solutions to customers.
Today, the company’s next phase of growth is guided by members of the second generation of the Gwee family, who continue to build on the foundation laid by the founders while adapting to the evolving mobility landscape.
Among them is Gwee Chin Li, who serves as Head of Business Development at Sendok Group, leading the Group’s electric mobility initiative CAM EV, while also overseeing CAM Malaysia, a home-grown light commercial vehicle brand distributed by R&A Marketing Sdn Bhd under Sendok Group.
For Chin Li, the journey into the family business was not about inheriting a title — but about building experience from the ground up.
Growing Into the Business, One Step at a Time
Chin Li’s career in the company began at the operational level, where she gained first-hand exposure to the industry. Entering an automotive sector traditionally dominated by men, she focused on building her credibility through hands-on experience and a deep understanding of the business from the ground up.
“My career began in frontline positions, which gave me a strong operational foundation,” she shared.
Her early years involved working directly in sales and marketing, organising roadshows, managing on-ground activations and engaging customers face-to-face. Those experiences provided valuable insight into customer needs and market dynamics.
Over time, what began as a job gradually became something deeper.
After more than a decade in the industry, the work has become an integral part of her identity — not simply as a member of the founding family, but as part of a team committed to growing the business responsibly.
While Sendok Group remains family-led, Chin Li emphasises that the organisation’s strength comes from the collective efforts of both family members and long-serving employees.
“Our non-family staff are also very committed. They play a very big role in the company. It’s not just about family — it’s about the whole team.”
But growing into leadership did not happen automatically. It was shaped — consciously and gradually — by the values and discipline instilled by the first generation.
This journey also reflects the collaborative nature of Sendok Group as a family enterprise. While each member of the second generation contributes in different ways, their shared commitment to the company’s values continues to shape the Group’s direction and growth.
A Family Business Built Together
Sendok Group’s growth has been shaped by the contributions of multiple members of the second generation.
Chin Li highlighted the role of her elder sister, Gwee Chin Hwee, who played an important role in establishing CAM Malaysia and guiding the brand’s nationwide distribution network.
“She has played a significant role in the establishment of CAM Malaysia and in guiding the Group’s transition and growth. She is also one of my mentors,” Chin Li shared.
Working alongside family members who are also business partners requires close communication and shared direction.
“Working closely with family members who are also my colleagues and partners, we maintain frequent discussions to ensure alignment and stay updated while each of us leads different areas of the business,” she explained.
This collaborative approach reflects the values that have guided the company since its early days.
Four Decades of Industry Evolution
Sendok Group’s journey reflects the evolution of Malaysia’s automotive industry itself.
The company began more than 40 years ago, trading used spare parts, gradually expanding its capabilities as new opportunities emerged.
Over time, the Group ventured into rebuilt trucks, new commercial vehicles, vehicle assembly operations and eventually the development of its own commercial vehicle brand.
Today, the Group continues to broaden its offerings to better serve the needs of the market.
“With over 40 years of experience in the automotive industry, Sendok Group has always remained committed to one purpose — to provide practical and reliable solutions that create value for our customers,” Chin Li said.
The company’s vision reflects this long-term philosophy:
Sendok Group Vision: To provide up-to-date, practical and innovative solutions while building sustainable relationships with our customers, partners and stakeholders.
Building a One-Stop Commercial Vehicle Solution
For Chin Li, the future of Sendok Group lies in strengthening its role as a one-stop commercial vehicle solutions provider.
“We don’t just see ourselves as selling vans or trucks,” she explained. “Our focus is on providing solutions that help businesses operate more efficiently.”
CAM Malaysia, the Group’s commercial vehicle brand, reflects that customer-centric approach.
One of its flagship products is the CAM Placer-X, an 18-seater van — currently the longest passenger van in Malaysia, designed to meet the needs of transport operators seeking higher passenger capacity with practical functionality.
Such innovations reflect Sendok Group’s long-standing philosophy: to anticipate market needs and develop products that offer tangible value.
The Group has also played a pioneering role in introducing international brands to the Malaysian commercial vehicle market. In 2009, Sendok Group introduced Chinese commercial trucks under the Sinotruk brand at a time when market acceptance was still developing.
Today, the industry landscape has evolved significantly, with Chinese automotive brands becoming widely recognised globally. As the automotive sector continues to transform, Sendok Group is also preparing for the next phase of mobility.
Preparing for the Next Chapter
As the automotive industry undergoes rapid transformation, Sendok Group is also preparing for the next phase of mobility.
Chin Li currently leads CAM EV, the Group’s electric mobility initiative aimed at advancing environmentally sustainable transportation solutions. Through this initiative, she is spearheading the development of electric commercial vehicle solutions designed to support businesses and fleet operators as the industry gradually transitions toward cleaner transportation.
Her role also reflects a broader shift within the automotive sector. As a female leader in what has traditionally been a male-dominated industry, Chin Li represents a new generation of leadership helping to shape the future of mobility in Malaysia. By combining operational experience with forward-looking initiatives such as electric commercial vehicles, she is contributing to both the evolution of Sendok Group and the wider automotive ecosystem.
Beyond the company, Chin Li is also actively involved in industry development. She was recently elected as an EXCO member of the Malaysia Zero Emission Vehicle Association (MYZEVA), where she contributes to discussions and initiatives aimed at accelerating the adoption of electric vehicles and supporting the growth of Malaysia’s EV ecosystem.
“Moving forward, my goal is to continue strengthening Sendok Group’s legacy while leading the next phase of growth, including our transition towards sustainable mobility solutions,” she said.
The initiative reflects the Group’s commitment to staying ahead of industry developments while maintaining its core mission of delivering practical solutions to customers.
That same mindset of growth and resilience also extends beyond her work — leading her to take on a different kind of challenge.
Discipline, Not Just Determination
When Chin Li signed up for the Malaysia SME Congress Mount Kinabalu expedition, her initial motivation was straightforward.
“My reason was very simple — to stay fit and to get to know some friends,” she said with a laugh.
But as the climb approaches, the symbolism has deepened.
“In business, all you need is discipline,” she reflected. “You cannot decide one day to climb Mount Kinabalu and be ready the next day. You must start training.”
Preparation, consistency and quiet effort matter.
“On that day, you want to unleash your strength, so that while you are climbing, you can also enjoy the journey. It’s not just about climbing and making sure you reach the peak. You want to also make time to enjoy the scenery and to talk to the people who are also climbing.”
She sees a clear parallel between entrepreneurship and the ascent.
“So, it’s like business. In business, you also need discipline. And then to prepare for such sports activity, you also need discipline to train yourself.”
For Chin Li, the climb is not just about reaching the summit. It is a reminder that progress — whether in business or in life — is built gradually, with patience and intention.
Staying Grounded
If there is one message Chin Li wants fellow entrepreneurs to remember, it is this:
“Always stay true to yourself.”
Beyond strategy, beyond growth metrics and sales targets, she believes character defines longevity.
“Being hardworking and smart — everyone knows that. But the most important thing is to stay grounded. You need to know where you come from.”
For a leader carrying forward a family-founded enterprise, that reminder is both personal and profound.
As she continues shaping CAM Malaysia’s next chapter — and prepares to climb one of Southeast Asia’s most iconic peaks — Chin Li embodies a quiet conviction: that legacy is not inherited in a single moment.
It is built, step by step — with discipline, humility and vision.
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Gwee Chin Li is one of the participants of the MALAYSIA SME Sportrepreneur 2026 Congress, joining a 30-member team in the ASEAN Records Attempt Expedition to host the highest-altitude Congress. More than just a climb, this journey represents resilience, entrepreneurship, and the spirit of pushing boundaries—both in business and beyond.
MALAYSIA SME’s 12th instalment of its Congress will take place at Panalaban of Mount Kinabalu, 3,272 meters above sea level, in June 2026. Stay updated on the training for the ascent and interviews from the expedition members on the MALAYSIA SME Congress YouTube channel .
