Armed with faith and the burning desire to solve the riddle of, “How to earn more while working fewer hours”, Lim Zhi Min founded Prime Aces Limousine with a single Toyota Alphard and a clear cognizance that technology could provide the answer.

In the sweltering heat of Singapore’s bustling streets in 2017, Lim Zhi Min found himself among the countless ride-hailing drivers working exhausting 15-hour days just to make ends meet. But his experience would lead him to spot a crucial gap in the market: the need for consistent, high-quality premium limousine services for corporate clients and businesses.

Lim Zhi Min

Through his interactions with numerous drivers and careful market research, Zhi Min identified an opportunity in the premium market that could allow for better earnings with fewer working hours. Taking a leap of faith, he invested his savings in a Toyota Alphard, a versatile premium vehicle capable of accommodating six passengers in luxurious comfort.

Challenges in premium transportation

As he began serving premium clients, Zhi Min uncovered significant challenges in the industry. The local premium ground transportation sector lacked consistent standards, with drivers lacking formal training and guidance, leading to decline in service standards and frequent client dissatisfaction.

Moreover, he observed that drivers typically spent about 30% of their working hours idle between assignments, representing a significant inefficiency in the market.

The timing of his venture would soon be tested by an unprecedented global challenge. When COVID-19 swept across the globe in 2019, the fledgling business faced its first major crisis. Yet, it was during this period that Zhi Min demonstrated remarkable adaptability.

A core group of loyal customers who valued private transportation helped the business survive the pandemic’s darkest days. “These clients valued having a private ride to maintain safe distancing, and I am incredibly grateful for their support, which helped us weather those difficult times.”

Technology – the advantage to win customer loyalty

Rather than retreat, Zhi Min used the downtime to enhance his digital marketing capabilities, studying website design and search engine optimization (SEO) to prepare for the post-pandemic recovery. This strategic pivot proved crucial – from zero bookings in September 2021, Prime Aces Limousine surged to over 100 bookings by December. By the end of 2023, the company had handled an impressive 4,517 bookings, marking a stunning 421% revenue growth that pushed them past the million-dollar milestone.

Moreover, he observed that drivers typically spent about 30% of their working hours idle between assignments, representing a significant inefficiency in the market.

Success hasn’t diverted Prime Aces Limousine from its commitment to innovation and improvement. In 2024, the company is developing its proprietary booking reservation system using a no-code/low-code approach. Currently in beta testing with internal staff and select drivers, the system aims to automate payment processes and streamline booking dispatches, with plans for alpha testing in 2025.

View from the passenger’s seat.

“With this new booking reservation system, we aim to automate the payment process, ensuring our drivers and partners are paid on time and accurately. Simultaneously, we want to streamline client invoicing and payment collection to maintain efficiency,” Zhi Min explained.

The company’s forward-thinking approach extends to customer loyalty as well. Through a strategic partnership with heymax, Prime Aces Limousine offers clients the ability to earn airline miles at a 1:1 exchange rate, having already issued approximately 7,000 Max Miles between April and October 2024.

(Refer images above: This journalist experienced PAL service upon arriving and leaving Singapore. Peace-of-mind, timely arrivals, and tiny details like Evian water and refreshing towels, made the whole experience very enjoyable).

“Approximately 60% of our new clients return due to our dependable, on-time service—something highly valued by business travellers. Recognizing this loyalty, we wanted a flexible, easy-to-use rewards system that resonates with both local and international clients while allowing us to stay focused on delivering top-quality service.”

Environmental and social responsibility remain core values for the company. On Earth Day 2022, Prime Aces Limousine planted 1,000 trees, setting an ambitious target of 30,000 trees by 2030. The company also actively supports local charities, including Food from the Heart and the Ngee Ann Polytechnic Student Aid Grant.

From a single Toyota Alphard to a thriving enterprise that’s reshaping Singapore’s premium transport landscape, Zhi Min’s journey embodies the perfect fusion of entrepreneurial insight and technological innovation. He concluded, “Today, with a fleet of several vehicles and drivers under my management, and with technological advances making automation more accessible and affordable, I am focusing on automating processes to boost productivity, improve efficiency, and further elevate our service quality.”