Catherine Goh gets ready to embark on the MyVolvoVibe experience.
“I’ve never driven an electric car before,” confesses Catherine Goh as we greet her on a wet, rain-soaked morning at the start of the MyVolvoVibe experience.
Admittedly not a car person, the CEO of Santan shares that while vehicles have never been a passion, the idea of electric mobility has recently caught her attention. “It feels like a natural direction,” she says simply. “It’s something I’ve been curious about, just never had the chance to experience properly.”
Considering her schedule, we’re fortunate to have someone like Catherine Goh join us for MyVolvoVibe. As the driving force behind Santan — AirAsia’s inflight food and beverage brand — her days are rarely quiet. Between overseeing operations, shaping brand identity, and driving innovation across menus and platforms, her role demands both precision and adaptability.
“It’s constantly evolving,” she explains. “We’re always thinking about what’s next — how to bring exciting, high-quality, yet affordable food to passengers, while staying true to our roots.”
As the rain begins to ease and the sky lightens, Catherine is ushered toward her ride for the next two days: the all-electric Volvo EC40. She pauses briefly before getting in, admitting to a touch of nerves. “I don’t really know what to expect,” she laughs. We reassure her that the transition won’t feel as daunting as she imagines.
Stepping Into the Unknown
The first few minutes on the road are quiet, and Catherine is fully absorbing the experience. The EC40’s near-silent cabin and smooth electric acceleration provide an unexpected calm, giving her space to focus — much like she does in her own leadership.
“In an industry defined by tight timelines and constant pressure, clarity is important,” she reflects. “Calm helps you think better, especially when things feel chaotic.” And she displays that intently when she is tasked to navigate a series of controlled driving challenges designed to test reflexes, focus, and composure. Despite the unfamiliar scenarios, Catherine remains steady, demonstrating a mixture of attentiveness and humour.
Even when sudden lane changes and quick braking exercises came up, the EC40’s responsive handling and ABS-assisted braking gave her confidence. “That was fun!” she says with a laugh, before admitting that the challenge allowed her to focus on timing and composure instead of the mechanics of the car.
For Catherine, this mirrors her approach at Santan. “You won’t always get it right the first time,” she says. “What matters is staying open, being responsive, and continuing to try.”
Between Roles And Real Life
Over lunch at Kikyo, the conversation shifts from driving to life beyond the boardroom. Catherine speaks candidly about boundaries — something she has grown more conscious of as her responsibilities have expanded.
“You can be passionate about your work and still protect your personal space,” she notes. For her, hot yoga has become a grounding ritual, helping her stay focused amidst a demanding schedule. “That balance doesn’t happen automatically,” she adds. “You have to make time for it.”
The theme of balance continues as the journey moves away from the city and into the winding roads of Janda Baik. With Catherine behind the wheel, the drive becomes less about destination and more about transition providing a mental shift from intensity to ease.
“I’m enjoying this,” she says with a smile, growing visibly more comfortable as she settles into the Volvo EC40. The intuitive digital interface makes it easy to stay connected while keeping her attention on the road. As concrete gives way to greenery, she admits it has been a while since she last slowed down enough to truly take in her surroundings.
A Pause That Matters
By a quiet stream, we decide to stop for an impromptu picnic, embracing a stillness that contrasts sharply with the day’s earlier pace. Catherine settles easily into the moment. “It’s so random,” she smiles. “But also, exactly what we need.”
For her, pauses like this are a reminder that productivity isn’t always about constant movement. “Sometimes the best ideas come when you stop trying so hard,” she reflects. The moment is spent mostly in silence — the sound of flowing water and nature filling the space — offering a rare chance to reset before the journey continues.
As daylight fades, we arrive at Tiarasa Escapes Glamping Resort, where Catherine and fellow MyVolvoVibe participants Charis Ow, Farah Ann, Adele Lew, and Sharifah Sakina settle in for the night. Once checked in, the group gathers around a bonfire, and conversation flows naturally, touching on leadership, confidence, and the ways women navigate ambition and responsibility. Catherine listens as much as she speaks, her reflections thoughtful and measured, adding depth to the intimate and lively discussion.
The Journey Comes To An End
The following morning, as the two-day journey draws to a close, Catherine is recognised as the Calmest Driver Under Pressure — a title she accepts with a laugh, though it feels entirely fitting. It captures not only how she drove, but how she approaches life and leadership.
For the CEO of Santan, MyVolvoVibe offered more than a first experience with an electric vehicle. It created space — to try something new, to reflect, and to momentarily step outside the relentless pace of decision-making.
And while the Volvo EC40 accompanied her throughout the journey, it did so with quiet confidence. The smooth handling, intuitive interface, and electric powertrain honed her focus not on the machine, but on the road ahead — and wherever that journey may lead.
