By Pauline James
As the second generation of the Sendok Group lineage, Gwee Chin Li did not enter the business with a grand succession plan in mind. What began as a straightforward career step gradually evolved into a deeper sense of ownership and identity.
More than a decade later, she now plays a key role in steering CAM Malaysia beyond its established reputation in commercial vehicles toward a broader ambition — shaping Malaysia’s mobility ecosystem with foresight, discipline and purpose.
Growing Into the Business, One Step at a Time
For Gwee Chin Li, stepping into the family business was never about inheriting a legacy. It was simply about taking on responsibility.
“When I first started out, I didn’t think about legacy or anything like that,” she said. “It was just a responsibility — a work responsibility.”
She joined the company like any other employee, beginning in sales and marketing. Roadshows, ground activations and direct engagement with customers became her early training ground.
“I started as a normal staff member. We did a lot of roadshows and activities. At that time, I didn’t think, ‘Oh, this is a family legacy.’ It was just a job.”
What began as routine gradually became something deeper. Over more than a decade in the industry, her perspective matured alongside her experience.
“After being in the industry for over 10 years, it becomes part of your identity,” she reflected. “It’s a family business, yes — founded by my father, Mr Gwee Bok Wee — but it’s also something I’ve grown up with.”
While Sendok Group remains family-led, she was careful to stress that its strength extends far beyond blood ties.
“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.
Learning to Listen
When asked about the most important lesson she learned from the first generation, her answer was immediate — the ability to learn.
“When I first came in, I didn’t have a lot of skills. A lot of skills were picked up along the way,” she said. “The most important thing is the ability to listen to advice and feedback.”
For Chin Li, feedback was not just internal — it extended to the market and industry at large.
“Even though we are here today, there are many other companies working very hard to make the market better. We must always improve ourselves by accepting feedback.”
She admitted that openness is a skill that matures with time.
“When you’re young, when people give you feedback, you feel like — why are you telling me this? But as time goes on, you realise the ability to listen with an open heart is very important.”
That humility — the willingness to listen before leading — became the foundation of her growth within the company. And as her role expanded, so too did the weight of responsibility she carried.
Balancing Privilege and Pressure
Joining an established family business comes with both opportunity and expectation.
“Of course it’s a privilege,” she acknowledged, “because not everyone has such an opportunity to have a job for them after they graduate, right?”
Growing up, she watched her parents build the company from the ground up, often working late and running tirelessly between tasks.
“When I was young, I always saw them working very hard ….The company was their passion, but it was also what put a roof over our heads,” she reflected.
Even now, she continues to work under her father’s guidance, which shapes how she experiences the demands of leadership.
“I still have my boss carrying the pressure for me,” she said. “But as time goes on, when my responsibility is bigger, then, of course, I’ll start to feel pressure.”
The Second-Generation Mindset Shift
Her experiences with her father have also shaped how she approaches leadership and decision-making as a second-generation entrepreneur.
Chin Li believes the greatest shift is not abandoning focus — but embracing agility.
“You must be good at what you do,” she said. “For us, we must be strong in commercial vehicles — technical knowledge, support system, everything.”
But excellence in one area cannot come at the expense of awareness.
“You need to always be excited to, you know, learn new things or change. Be very agile; you cannot be too comfortable. I mean, so that word, I would use entrepreneurship spirit.”
At its core, that spirit is about balance: depth in expertise, breadth in awareness — a mindset that doesn’t just guide her leadership, but also shapes the strategic direction of the company.
It is this combination of focus and agility that allows CAM Malaysia to anticipate market trends, explore new opportunities, and stay ahead in an industry that is constantly evolving.
Reinventing Relevance in a Changing Industry
The automotive industry is vast and ever-evolving. Sendok Group’s journey reflects that evolution.
“We started using spare parts more than 40 years ago,” Chin Li explained. “Then we ventured into rebuilt trucks. After that, new commercial vehicles. Eventually, we had our own assembly plant — and now, our own brand.”
Every decade brought expansion into new territory.
“You must always look for what the market needs,” she said. “Right now, the trend of electric commercial vehicles is growing. We want to make sure we have the products the industry wants and the market needs.”
But she was careful to emphasise that staying relevant is not just about reacting.
“Not only adapting — you must foresee upcoming needs.”
She pointed to 2009, when the company introduced Malaysia’s first Chinese-made commercial truck under the Sinotruck brand — at a time when market confidence was low.
“People weren’t very confident in Chinese-made vehicles then. But now, if you look at the road, you see BYD, Chery, so many brands. We were the pioneers.”
Similarly, the introduction of Malaysia’s longest passenger van under the CAM brand — now a hero product — was driven by anticipating market demand before it became mainstream.
For Chin Li, the philosophy is simple but powerful:
“We don’t see ourselves as just selling vans or trucks. We see ourselves as a mobility solution provider. The key is always to give your customer a solution.”
That long-term thinking — the discipline to prepare early, to anticipate change and to build steadily over time — is not just a business strategy. It is a mindset she carries into other areas of her life as well.
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.
