‘ALA’ for one, one for ‘ALA’
It was a day to be remembered. Guests, stakeholders, friends in the industry and the media all gathered together for the special occasion inside the Iloilo Convention Center in Mandurriao. The day was made to celebrate the 30th anniversary of ALA Group, a powerhouse automotive conglomerate in Panay and Bacolod in the Western Visayas region.
In attendance particularly were key leaders in the automotive industry, such as: Nissan Philippines president, Yasuhisa Masuda; Hyundai Motor Philippines president, Jiho Son; United Asia Automotive Group, Inc. chairman, Rommel Sytin; Jetour Auto Philippines, Inc. managing director, Miguelito Jose; GAC Motor Philippines brand head, Franz Decloedt; JAC Motor Philippines brand head, Tonette Lee; Aion Philippines’ Nuo Gan; BAIC Philippines brand head and general manager, Chris Yu; other respective representatives from other brands: GWM Philippines’ River Wang and Changan Motor Philippines’ Redentor Cajayon Jr. They were joined by their teams, other dignitaries in the government and other private sectors, as well as their customers.
“As I stand here tonight, surrounded by many familiar faces, I can’t help but feel deep gratitude and pride-from the humble beginnings of ALA Group to where we are today, celebrating 30 remarkable years together,” said Antonio L. Ang, chairman and founder of ALA Group.
Humble beginnings
He was always passionate when it came to automobiles. Back in 1976, he purchased and operated a public utility vehicle, the very first of its kind in Iloilo City.
“I had a simple dream: to share my passion for cars and bring quality service to people,” the top honcho shared.
Through his hard work and dedication, he soon found himself working alongside business partners for various automotive dealerships before putting up his own company.
“Back then, I couldn’t have imagined that this dream would grow into what ALA Group is today.”
Godfather of the Panay auto industry
Back in the day, he was affectionately known as the “Godfather of the Auto Industry” in Panay as he practically made a living out of his genuine skills and streetsmarts.
As a pioneering icon during his time, he had innovations never seen before in the region.
“Marami siyang diskarte sa negosyo na ‘firsts’ noong panahon niya,” divulged Diane Michelle Ang Siy, ALA Group’s chief finance officer, also the daughter of the patriarch, during a telephone interview with this writer.
(He had so many business strategies that were ‘firsts’ during his time)
“Through this, he made a name for himself and became quite popular.”
The legacy of a pioneering force of a multibrand auto empire
With his sheer skills, Ang eventually founded ALA Group in 1994. Bringing in his passion and dedication for cars when he first began his journey, he was able to establish the company as a leading force in that part of the archipelago.
Today, the company operates up to 20 car dealerships across Western Visayas, which consists of diversified brands, such as: Nissan, Hyundai, Chery, Foton, GAC, JAC, Peugeot, Changan, BAIC, GWM, Jetour and Aion.
Their commitment to quality and exceptional customer service has solidified their reputation in the region, bringing into the fold world-class automotive solutions to their valued clients.
For the top honcho, it’s a legacy built not only by the trust of their customers, but also by the dedication of their employees, and the support of their partners.
“To our customers, you are the reason we exist,” addressing the crowd during the celebration.
“Your loyalty and trust have been our driving force every step of the way. To our employees–you are the true foundation of this company.”
In fact, according to Ang’s daughter, they even have loyal employees still working for her father.
“My dad even has employees who have been working for him for 28 years already.”
As ALA Group further expands its reach, the men and women behind the company continue to dedicate themselves to excellence, innovation, and community.
With a competent, efficient, and professional aftersales service team, the company is dedicated to upholding and continually enhancing industry standards and programs.
“Our commitment is to earn customer trust and satisfaction, fostering long-term loyalty, employee well-being, and sustained profitability, all for the glory of God,” the company said in a statement.
Furthermore, as the industry leader in automotive dealership and aftersales service, they are recognized for their exceptional customer care and an engaging retail environment; therefore, earning the trust and satisfaction of their customers.
Driven by diversity
Apart from its diversified lineup in the automotive industry, ALA Group also ventures in various industries, which include: real estate, pawnshops, financing, food distribution, and car care centers.
For the company, these smaller portions of their operations reflect their entrepreneurial spirit and drive for diversified growth.
Passing on the torch
Now in his 70s, the patriarch is slowly passing the reins of the company to his children, with his son, Caesar Anthony “Tonton” Ang, being the chief executive officer.
During the milestone event last December 4 at the Iloilo Convention Center, the younger Ang said: “It is both humbling and inspiring to look back at how far we’ve come in the automotive industry, fueled by innovation, dedication, and a passion for excellence.”
According to him, 30 years ago, ALA Group embarked on a journey with a single vision: to redefine mobility and deliver exceptional automotive solutions and aftersales service that exceed expectations.
“Today, we are proud to have become a trusted name, not just in the vehicles we provide but in the relationships we have built with those who drive them,” he continued.
“This evening is not just a celebration of our achievements; it is a tribute to everyone who made this journey possible.”
Milestone event
The anniversary celebration last December 4 was an amalgamation of sorts. It was a day packed with amazing milestones, including the launch of the GAC Iloilo Showroom and the JAC Iloilo Showroom, both of which set new standards for automotive excellence in the region.
Additionally, a groundbreaking ceremony was also held for a new Jetour Iloilo site, signaling ALA Group’s continued expansion and dedication to serving its customers better.
Moreover, part of the festivities was the company organizing the biggest test drive event in Panay. Here, all the brands under the company were out for the public to drive, making it a field day for Ilonggos. This then allowed customers to experience firsthand the quality and performance of the vehicles the company caters to.
Recognizing the future of the company
For Ang Siy, she and her siblings learned a lot from their father.
In particular, she said: “In everything you do, always have the future in mind. Always prepare for it.”
That’s why, according to her, her father is slowly taking the backseat of the company; and letting her and her siblings take over.
She oversees the company’s financial and administrative operations, while her sister, Anne Marie A. Gochangco, COO-Bacolod Operations, now leads the group’s efforts in Bacolod City.
On the night of celebrations, the CEO, Tonton, thanked everyone in attendance for their unwavering collaboration and trust.
“To our customers, your loyalty has been our greatest motivation to keep moving forward, And to our ALA Group team—past and present-your dedication, resilience, and hard work are the engine that drives our success,” the younger Ang shared during his speech.
“As we commemorate 30 years of innovation and service, we also set our sights on the road ahead.”
For him, the automotive world is changing at an unprecedented pace, and that they are committed to being at the forefront of this transformation–embracing sustainability, pioneering new technologies, and continuously raising the bar for excellence.
Last and certainly not the least, he likewise acknowledged their father for having started everything they have built all these years.
“This evening is also a special occasion to honor the man who started it all-our founder and father, Tony Ang,” he said.
“His vision, determination, and leadership laid the foundation for everything we celebrate today.”
All for one, one for all
ALA Group may have a diversified lineup of products, not just in the automotive world but in other realms, as well.
Challenges are but a fact a reality of life and the company, no doubt, is bound to face them.
Even the company chairman attests that it has not always been sunshine and rainbows.
“Looking back, this journey hasn’t always been smooth. There were challenges that tested us, moments when the road felt uncertain. But through perseverance, teamwork, and faith in God and each other, we overcame them,” he divulged.
Speaking of teamwork and all the other elements that go with it, the company has always thrived with its tagline it carries: “Driven by variety. United in Excellence,” which can be likened to the iconic Three Musketeers battlecry, that no matter where the road takes them, they will always be “All for one, one for all.”
With this in mind, the older Ang averred in his closing remarks in front of all the people dear to them: “I have full confidence that ALA Group will continue to grow, to innovate, and to lead, because I believe in the people in this room.”
“Here’s to the incredible journey we’ve shared over the past 30 years–and to the many more years to come!”
