Bufori Beautiful
Gerry Khouri, Bufori
The Malaysian luxury car brand has not only survived widespread calls to boycott the brand in the noughties — but it has proven that when the rubber hits the road of crisis, it has the built-in resilience to rise above the ashes of adversity like the proverbial phoenix reinventing itself.
BY YVONNE YOONG
Ever since Bufori made its presence felt on the silver screen in a total burst of flashy, unapolergetic advertisement brandished by model Samantha Schubert way back in the noughties, the brand has never been the same. Caving in momentarily to huge pressure coming in from all directions with unabating loud cries from staunch feminists for Malaysians to boycott the brand, Bufori but went silent for a season.
Gerry Khouri, Founder & Managing Director of Bufori Motor Car Company (M) Sdn Bhd remembers this episode only too well. And, mind you this happened in the more conservative canvas of a time before social media took precedence.
“That particular TV spot was aired in 1995 and was taken off after three weeks following protests coming from feminist groups,” he recalls.
According to him, Grey Malaysia was the advertising agency in charge back then and its Creative Director — the late Jerry McKenna — came up with the idea which was in line with the advertising trend of “violence, horror, sex and counterculture” of the 1990s,” he told Paparazzi360 in an exclusive interview.
According to him though, “everything was planned and calculated” to the last detail to create publicity. Grey Malaysia, being one of the prominent advertising agencies back then, had in fact expected the outrage and had a back-up commercial ready.
“It (the strategy) seemed to have worked as many Malaysians still remember this TV commercial and it is still used as a reference in marketing literature,” he said adding that the strategy worked wonders as sales shot up positively.
Reminiscing a time over three decades ago when there was no social media at a time when brands had to place advertisements in selected print, outdoor or TV slots — the sheer risk and audacity of this purposely-executed branding strategy was indeed a staggering, bold and calculated move by all accounts of the word.
“We trusted the agency back then but it would be impossible to produce and air such a commercial in this day and age,” he muses knowingly.
And, while certain quarters would argue that the company rushed in where angels fear to tread, Bufori has proven its skeptics wrong especially in its resilience in facing the Covid-19 pandemic Indeed, even the forgetful weight of the Covid-19 pandemic couldn’t take the winds out of Bufori’s sails and, when the rubber hit the road post-lockdown, Bufori emerged all the stronger and more resilient.
As a brand, it is continuing to gain acceptance among an exclusive inner crème de la crème circle of luxury car connoiseurs who know exactly what they want in the niche luxury car segment.
And, the sweetest revenge by all accounts of the word is the fact that Bufori is still relevant to today’s fast-paced society, steadfastly maintaining a branding all its own. Today, Bufori finds itself in a really sweet spot in which it has found a growing rise in acceptance within a really niche market segment.
Then & Now: When The Rubber Hits The Road
“It’s been nearly 30 years since that TV commercial and a lot has happened during that time,” reminisces Kouri. Comparing a past era with the present situation, Bufori has indeed emerged relatively unscathed from the fiery test of the pandemic.
“Since previously, we have started to develop and build cars to international standards — exported to over 40 countries, and have come up with new models such as the Bufori Geneva,” he disclosed.
Having also expanded the Bufori business to aviation interiors among others besides having intensified its car restoration services which Bufori has been offering since its inception, the strategy of having remained “a bit low profile” in the old Bufori days are over. Instead, Bufori has shifted gears to focus and cater to its exclusive circle of customers.
Through it all, it is apparent that Khouri hasn’t once taken his eyes off the wheels of where he intends to take the brand. Arguably, the Bufori driving experience has pivoted to an altogether new high. And, it is apparent that all roads are not created equal in this case when the rubber hits the road. And, riding in a Bufori these days is an unexpected elevated drive experience never encountered before.
“Our cars and services cater to individuals who appreciate the finer things in life — people who share our passion for outstanding craftsmanship and automotive technology,” he reasoned, categorising the Bufori target segment to those who appreciate excellence.
“There is no clear definition of our customer’s demographics other than the fact that they like our cars and philosophy. Our customer base is in fact very diverse. You would find the typical billionaire, car collector, professionals and also the average person who saved his whole life to afford his dream Bufori. We also have a growing number of female customers who have a particular appreciation for the classic Bufori styling,” he elaborated.
Arguing that a Bufori “is not just a means of transportation to bring one from point A to point B” but rather — being “a statement and showcase of the owner’s unique personality, transferred into the specification and customisation of the car”.
Essentially, it for those who know what they want out of life or a vintage car.
Separating the men from the boys, he likens a Bufori to being “a rare commodity”.
“Anyone can walk into a premium car showroom and buy a mass-produced premium car. To buy a Bufori, you need to come and meet us, specify your car and wait for a year while we handcraft it. Our customers seek uniqueness, beauty and quality.”
The cost of acquiring one of these beauties is anywhere around RM2.2 million on the road when it concerns the Bufori Geneva while the upcoming Bufori CS sports car retails around RM1.3 mil. The price tag may seem hefty at first glance, in exchange for a fully handcrafted and customised car built to international standards which make these a steal. And, consider too that when it comes to customisation, the skies the limit — with Bufori allowing its customers to let their imagination run wild.
The Bufori Luxury Saloon is typically equipped with a fridge, massage seats and electric seatback trays while extravagant features like an automatic perfume dispenser using the customer’s favourite scent is child’s play to install. The starry night headliner made with 700 fibre optic strands which can also be customised to represent the star alignment of a special event’s date, time and location are extra effects that can also be installed for special occasions like weddings, etc.
In an age of challenges and changes, all Bufori has done is to stay true to its philosophy and listen to its customers’ invaluable feedback. Quoting some examples, he said that The Bufori La Joya was developed when customers asked for a coupé style car while in 2008, it started developing the Bufori Geneva Luxury Saloon following the initiative for a high-profile family. Meanwhile, the contemporary styled Bufori CS sports car was also the result of heeding customer feedback. All these Bufori models however share the same philosophy of hand-craftsmanship, customisation and quality.
“During the customisation process, we try to understand the owner, his hobbies, habits and character. When completed, the car is like an extension of his unique and distinct personality,” he further reasons.
Essentially, at day’s end, what separates a Bufori owner is the fact that he or she “owns a unique and rare piece of automotive art”, built to the exact requirements of the owner.
Surprisingly, sales have soared especially in the Malaysian market with it currently finalising the development of its Bufori CS8 sports car, which he said will hopefully mark the start of a new era for Bufori with this contemporary styled sports car poised to be the most powerful Malaysian production car with 750hp at the wheels, coming from a supercharged 6.4lt V8. Additionally, it will also be a practical daily driver with large luggage space.
“The interior will be sporty yet luxurious and comfortable, with a mix of exposed carbon fibre and leather. We can’t wait to launch this car. We are also working on a Bufori Geneva Coupé with gullwing doors which will be a very sporty interpretation of the elegant Geneva. There are many other projects we are working on but I don’t want to reveal too much about it now,” he discloses.
And, given the fact that the infamous pandemic has come and gone, and although the team had feared the worst as they had to stop production during the pandemic, the opposite happened.
“Suddenly, there was increased interest for Bufori from Malaysians which also translated into sales. Until then, 95% of its cars were exported but after the pandemic, the share of domestic sales actually rose,” he said incredulously.
Although its biggest challenge as a manufacturer building handmade cars is to identify and hire skilled craftsmen for its factory, a lot of effort is being put into this particular department. Aspiring to make working at Bufori attractive for young people to join its team, the soft-spoken Khouri intends to make Bufori a place where one can be proud of building a world-class product which carries the Malaysian flag.
“A lot of youngsters in today’s society are drawn to become e-hailing drivers which offers certain benefits, but no career progression or sense of achievement at all.”.
In closing, Khouri who describes himself as a “very hands-on guy who tries to lead by example” says that there is nothing in the workings of the factory that he couldn’t do himself. However, relying solely on his competent and skilled team who takes care of everything now, his great vision for Bufori is for it to become an internationally trusted and recognised luxury vehicle as well as lifestyle brand to proudly carry the Malaysian flag around the world.
“We are demonstrating that world-class luxury cars are not only produced in Europe. We have indeed made great strides since I started the company in 1986 and we are marching on, one car or project at a time. If we put our energy into doing what we do best, then I am confident that we can achieve our goals.”