Is local more global?
The car industry scene has changed drastically in the almost four decades that the Philippine Daily Inquirer has been an influential voice. In the world automotive scene however we were often rather detached. Decisions were often made by local companies with local visions. These visions had great handles on what they thought would sell the best, and the fact that the industry has grown by leaps and bounds, is testament to their abilities.
Yet in a lot of ways we as a country, and as a market, have never been in sync with the different parts of the global industry. We would have American trucks and SUVs and German sportscars and sedans, but also small cars built for the Asian and Southeast Asian markets which other markets never saw. Asian utility vehicles were very much appreciated in the past, and Toyota’s latest modular vehicle platforms are expected to be swept up just as well. Indeed, Western automotive titles have been looking at the vehicle platform that is locally called the new Tamaraw with interest.
So there are changes. The Philippine Daily Inquirer has had a voice in global automotive assessment for years now, in the form of having a judge for competitions such as the International Engine and Powertrain Awards, the Vehicle Dynamics International Awards, and more recently the World Car Of The Year Awards. While many of there institutions and bodies expected the Philippine representative to be providing input on vehicles like urban cars and global cars, the truth is that we are not a user of a lot of these types of vehicles. The contenders from brands such as SEAT and Alfa Romeo and Skoda or the more urban offerings from VW are examples of cars that just have no presence here.
Lately, we are seeing a reversal in some ways. Of the nominees for the 2024 World Car Of The Year Awards from which final outing will be commencing soon, there are more cars under the “China” banner than ever. Almost none of these cars are available in the US market or in some parts of the European market, yet the Philippines has access to them, as do some central and Southern America markets. The MG One crossover, just launched in the Philippines, is a nominee yet for the Los Angeles testing sessions, the cars had to be driven up from Mexico. Contrast to VW flying in fresh new cars from Germany just for the testing.
This years nominees for the different Awards categories have several models for which the non-western countries will be taking the lead, and indeed for which Inquirer writers have sled to feature and test. This includes cars like the afore-mentioned MG One, but also vehicles like the BYD Dolphin (for World Urban Car and up against vehicles like the Abarth 500e, the Volvo EX30 and the Suzuki Fronx). BYD as an example, has other cars varying for different awards including their Atto 3 and their Seal/Atto 4. Proximity to China and the number of new brands entering the Philippine market means that we can expect far more visibility for these brands and these vehicles in these and other venues.
Yet it isn’t just the “China” cars that the Philippines and the Inquirer have that increased voice. Vehicles as wide-ranging as the Lexus LM (as a World Luxury Car nominee), the Ferrari Purosangue, and the Porsche Cayenne Turbo e-Hybrid (as World Performance Car nominees), are some of the cars for which the judge from the Philippines will be grading and featuring. More than anything, that speaks to how diverse the local market really is.
The “Philippine” influence is also becoming more important on the other side of the equation. With the entry of large global automotive companies and car brands, talent developed locally is now having an increasing say in regional and international decision-making. Having the international companies and brands take a corporate position here, means that there is more potential for increased understanding both ways.
