Datin Saadiah: Sabah Entrepreneur Building Automotive and Tourism Businesses
From Tawau to leading automotive and tourism ventures, Datin Saadiah shares how resilience, diversification and purpose shaped her entrepreneurial journey in Sabah.
For Datin Saadiah Abdul Rashad, business was never a single path. It has been a journey shaped by instinct, timing, and the ability to move forward in moments when others might step back.
Her story began in 2000 when she started working alongside her father in the automotive industry. “My inspiration to enter this field comes from my father,” she says. “I started working with him in vehicle sales, and that experience shaped how I see business today.”
In 2004, after getting married, she took her first independent step. Together with her husband, she entered the vehicle trade, focusing on used and imported cars, lorries, excavators, and heavy machinery. What started as a modest operation soon evolved into a growing business.
Today, she leads several companies across automotive and tourism as a Sabah-based entrepreneur, spanning distribution, retail, and travel services, including:
- Raspand Motor Sdn Bhd, an importer and distributor of vehicles
- NJ Autoworld Sdn Bhd, a Honda Malaysia 3S dealer in Sabah since 2014
- Nurnielamsari Travel Sdn Bhd, a full-service travel company
She was also granted Approved Permit status for motorcycles in 2013 and vehicles in 2018 by the Ministry of Investment, Trade and Industry, cementing her position in the automotive sector.
Building Beyond Automotive: Seeing Opportunity Early
Her move into tourism was not planned, but it was instinctive.
While still working in automotive, she began a vehicle rental service in Tawau. “At that time, most of my clients were from government departments,” she shares. “I saw an opportunity to build something beyond that.”
In 2006, she formalised the business as Nurnielamsari, which later became Nurnielamsari Travel Sdn Bhd after encouragement from the Ministry of Tourism. This marked a turning point.
She expanded into ticketing and inbound tourism, and by 2010, the company was operating tour buses for international visitors. Today, the business spans air ticketing, land transport, and sea transport, positioning it as a fully integrated tourism operator.
Navigating Crisis: Turning Setbacks into Strategy
Growth did not come without disruption.
In 2013, the Lahad Datu intrusion affected Sabah’s safety perception, particularly along the east coast. A year later, the disappearance of flight MH370 shook global travel confidence.
“The impact was immediate,” she says. “Investors became more cautious, and getting financing became much harder. It affected everything, especially in automotive.”
Tourism slowed, foreign investment declined, and lending conditions tightened. For many businesses, it was a period of contraction.
Datin Saadiah chose a different path.
She diversified into government supply contracts, creating a new revenue stream that could support her core businesses. “The profits from these contracts helped sustain my businesses and allowed me to retain my employees,” she explains.
Her ability to pivot under pressure became a defining trait. Rather than stepping back, she leaned into new opportunities to protect what she had built.
Leading with Principle: Resilience, Courage, and Discipline
At the core of her leadership is a simple belief. “I believe in the saying, where there is a will, there is a way,” she says.
That mindset has guided her decisions across industries, especially when entering unfamiliar territory. For her, growth requires courage. Sometimes, the decision to move forward comes before complete certainty.
Her journey also reflects the realities of balancing multiple roles. “Time is gold,” she says. “You have to manage being a wife, a mother, and a business leader at the same time.”
Discipline and structure are essential, but so is support. “Having a husband who understands and supports you is very important. I am grateful to have that support,” she adds.
Recognition and Impact: A Track Record of Excellence
Her work has earned recognition at both industry and state levels.
Among her key achievements:
- Standing Ovation Award 2018 from Amadeus for Nurnielamsari Travel
- Elite Dealer Award 2019 and 2024 at the Honda Malaysia CEO Awards
- Sabah Outstanding Women Entrepreneur Award 2022
- Outstanding Woman Award 2022
- 100 Women of Inspiration Award 2021
She has also held several leadership roles, including Chairman of the Hospital Visitors Board in Semporna and Industry Advisor for Kolej Komuniti Semporna.
For her, these roles are not symbolic. They are an extension of responsibility.
“It gives me satisfaction to share what I have with those in need,” she says. “I hope the younger generation will also take part in community work.”
Redefining Success: Wellbeing, Gratitude, and Balance
Despite her achievements, her definition of success remains grounded.
“Success is not just about money,” she says. “For me, it is peace of mind.”
She believes in the importance of contentment and gratitude. “Feeling happy, feeling enough, and always being grateful, that is success. If we are grateful, more will come.”
Equally important is mental and emotional wellbeing, something she considers a major personal benchmark.
Looking Ahead: Expanding with Intention
Her ambitions continue to evolve.
She is currently exploring opportunities to export Malaysian vehicles overseas, building on her experience in imports. At the same time, she is working towards developing her own hotel or resort, potentially in partnership with established hospitality brands.
Yet, even with expansion in mind, her purpose remains clear. “As long as I am healthy and able, I will continue to serve those in need,” she says.
Advice for the Next Generation
For women starting out in business, her guidance is direct and practical.
“Choose something you are passionate about, because business demands a lot of time and energy,” she says.
She also emphasises financial strategy. “Do not rely only on your own savings. Be smart in using financing to grow.”
Above all, she encourages resilience. “Be prepared to take risks and manage your time well. Balance is important.”
Datin Saadiah’s journey shows that building across industries is not about following a fixed path, but about knowing when to adapt, and having the discipline to keep moving forward with purpose.
