Hardly a hard sell
There was once a time when buying a Chinese car was like playing Russian roulette.
Cheap they may have been, but many owners didn’t get a good return on their investment because their cars would effectively become disposable after just a few years. This, unsurprisingly,sent sales figures plummeting into the abyss.
And yet today, Chery Auto Philippines stands as not only one of the most prominent Chinese automakers in the country, but also one of the top vehicle brands in the Philippines. Just how did they do it?
“Chery is one of the first brands to offer a complete lineup of vehicles, including internal-combustion engines, hybrid-electric vehicles, plug-in hybrid-electric vehicles, and full electric vehicles,” Chery Auto Philippines deputy sales director Nikko Sayson told Inquirer Mobility in an exclusive interview.
“This has been the strength of Chery with its vast experience dominating the worldwide export market,” he added.
Credible value for money
Sayson said Chery Auto Philippines has not only consistently offered feature-packed vehicles that are well-priced, but also provided the best support to their clients.
“Our customers are mainly attracted to our strong after-sales support and performance,” he said. “Chery’s free three years of preventive maintenance service (one year for the Tiggo 2 Pro), quick availability of parts, and growing dealer network are what drive our customers to want a Chery of their own.”
Sayson said their three best-selling models this year includes the updated Tiggo 2 Pro subcompact crossover, which was launched last month at the 2024 Philippine International Motor Show. Starting at just P708,000, it is a more practical alternative to traditional subcompact sedans.
Another popular buy is the Chery Tiggo 7 Pro Hybrid – priced at P1,160,000, this crossover incorporates a turbocharged 1.5-liter inline-4 gasoline engine that is electrified for better fuel economy. Sayson said customers like the spacious five-seat cabin, wireless smartphone charger, panoramic moonroof and, of course, the number-coding exemption.
Rounding out the trio is the P950,000 Tiggo 5X Pro Hybrid, which combines the versatility of a crossover with the performance and efficiency of a turbocharged 1.5-liter engine with electrified technology. Sayson said besides being exempted from the number-coding scheme, features like the 360-degree camera system make this Chery a solid purchase.
“We are receiving a good number of reservations now, so please visit or set a test drive at your nearest Chery Auto Philippines outlet,” he added.
Listening to customer needs
Sayson noted that UAAGI was recently re-certified with ISO 9001:2015 for their standardized and seamless company-wide processes.
“This ensures that we are continuously providing good customer service from the point our customers get in touch with us,” he said. “And to take care of our existing customers, we make sure to get in touch with them through our Chery Hotline, social-media groups, and our numerous customer-appreciation events.”
In addition, Chery Auto Philippines Sales Executives continuously receive comprehensive development training so that they can fully assist their clients.
“We are relentless with our training on product knowledge, but we also focus on personality development, customer handling, and understanding the financial aspects, especially with helping explore payment options,” Sayson said.
“We are also monitoring industry trends and continue to develop applicable training programs to ensure that our Sales Executives can better assist our clients,” he added.
5 years of excellence
Although Chery has been in the Philippines for over a decade, it really hit its stride when United Asia Automotive Group Inc. of industry veteran Rommel Sytin formally launched the brand on Nov. 27, 2019.
“Our track record speaks for itself,” Sayson said. “Chery is celebrating its fifth anniversary in the Philippines this month and this significant milestone already reinforces the quality of our products and after-sales support. This can be attested by our customers owning their Chery vehicles three or five years from now.”
“We are not stopping here, though, as Chery will have the new models with the latest technology to be introduced in the coming months,” he added.
Buying a Chinese car is definitely not a shot in the dark anymore, especially if it’s a Chery.
