Imelda Sundoro is the founder of the Sun Motor Group, a remarkable success story in the male-dominated world of automotive distribution and dealerships. The 73-year-old entrepreneur, based in Surakarta, Indonesia, has steadily built her business empire with a firm belief in hard work, passion, perseverance, integrity, and strategic execution. While she pursued studies at the Faculty of Economics at Gajah Mada University and honed various skills through additional courses, she maintains that formal education is only a foundation, not a guaranteed path to success.
Inspired by Resilience and Role Models
Growing up, Imelda found inspiration in her mother, who single-handedly raised her children after the passing of Imelda’s father when she was just nine years old. Witnessing her mother’s resilience and integrity shaped her approach to life and business. In the corporate world, she admires Ir Ciputra of the Ciputra Group for his business achievements and is honored to have collaborated with him.
Balancing Business and Family
Success, in her view, is not just about business accomplishments but also about maintaining balance between professional and family life. Many business leaders, she notes, achieve financial success but struggle in their personal lives. She acknowledges her husband’s role in raising their children well and credits him for supporting her journey.
Leadership with Determination and Precision
As a leader, Imelda is known for her iron will and relentless determination. She refuses to let failure halt her progress and believes that her perfectionism and attention to detail have been key contributors to her enduring success. While she holds high expectations for her employees, she also prioritizes understanding their individual needs and fostering close relationships to ensure loyalty and teamwork. She describes her leadership style as a blend of authoritarian and democratic, making independent decisions while valuing input from others.
Overcoming Gender Barriers in Business
For aspiring entrepreneurs, she emphasizes the importance of passion, hard work, integrity, honesty, business acumen, intelligence, and creativity. Addressing the question of gender in business, she acknowledges facing discrimination at times but never allowed it to hinder her success. Instead, she worked harder to prove her capabilities, eventually earning the respect and acceptance of her male counterparts.
Breaking Boundaries in the Automotive Industry
Her role in the automotive industry has come with challenges, but she views her recognition as a successful female entrepreneur as a positive step toward broader societal acceptance of women in business. One of the greatest difficulties she faces is balancing work, family, and personal time, a challenge she believes is tougher for women due to traditional gender expectations. Despite her demanding schedule, she prioritizes family time, particularly on weekends. Now that her children have grown, she enjoys more personal time while continuing to drive her business forward.
A Commitment to Health and Gratitude
Imelda maintains her stamina through daily swimming and follows a ten-hour workday. She begins and ends each day with prayers, expressing gratitude for her achievements, which she attributes to God’s blessings.
Expanding Beyond the Automotive Sector
Her business empire has expanded beyond automotive distribution to include hotels and event management. She played a key role in launching the Solo Batik Convention in 2008, an initiative recognized by Joko Widodo, who was then Mayor of Surakarta and is now the President of Indonesia. The Solo Batik Carnival has since become a regional tradition, boosting tourism and celebrating batik culture.
Recognized for Excellence and Innovation
Her achievements have earned her prestigious accolades, including the Ernst & Young Entrepreneur of the Year Award in 2008 for Entrepreneurial Spirit and the Asia Pacific Entrepreneurship Award in 2015 in the Outstanding category. Her contributions to the hospitality industry include pioneering the first four-star hotel in the region managed by an international hotel chain. In the automotive sector, she was among the first to introduce private financing options for customers, easing the process of vehicle ownership.
Leading Through Challenges with Integrity
Despite leading an empire of 5,000 employees and navigating unpredictable economic challenges such as the 1998 crisis, Imelda remains steadfast in her belief that determination, hard work, and integrity are the keys to overcoming any obstacle. She places a strong emphasis on customer experience, professionalism, and fostering a corporate culture that encourages innovation and rewards high performance. Her journey is a testament to resilience and visionary leadership in the ever-evolving business landscape.
