AVESCOR RISES TO THE CORE
Iloilo City’s Avescor Motors, Inc. (AMI) has struck gold – literally and figuratively.
For the Mitsubishi car dealership, 2025 is truly a golden milestone not just because it turns 50 years old, but more so because of what it has accomplished over the past five decades.
It has expanded beyond its home base of Iloilo to the cities of Bacolod and Roxas, to become one of the leading dealerships in Region 6, Western Visayas.
What was originally the Asian Vehicle Sales Corporation, the origin of Avescor, is now one of the most solid, reliable and successful partners of Mitsubishi Motors Philippines Corporation, adapting, innovating and responding to expected and unexpected developments in the market.
AMI President Vince Tiu recalls that the dealership was inspired by a vision “to revolutionize the way we move, to innovate and to create vehicles that empower lives.”
Tiu acknowledges the contribution and commitment of partners and stakeholders in AMI’s five decades of success – dedicated employees, trusted partners, loyal customers and supportive families. “Your unwavering commitment, hard work and passion are the backbone of this organization. Without your support, we wouldn’t be standing here today, we wouldn’t be celebrating this incredible achievement.”
He recalls that AMI started as a simple open automobile showroom. But with the unwavering support of Mitsubishi Motors Philippines Corporation (MMPC), the company has “continuously pushed the boundaries of what is possible.” Sonia Limhoc, who is marking her own golden anniversary with the company, remembers the transition from Avescor to AMI. Tiu took over a 400-square meter showroom and parts office, and a 500-sq. m. service shop.
The new company beefed up its human resource component by hiring new employees and conducting an aggressive marketing campaign.
“Since . . . competitors were already expanding on Panay island, particularly in Iloilo City, management made the decision to modernize Avescor Motors office and showroom,” she recalls.
A new and larger facility was built when Tiu was able to buy the adjacent property.
The renovation of facilities, including the showroom, office, parts and service department, and service repair shop began in 1998, in accordance with MMPC’s standards and specifications. AMI seemed to have done an outstanding job with the improvements as the renovated showroom was recognized as the best in Iloilo City the following year.
And Tiu has continued to pursue excellence in every aspect of AMI operations since.
“With every new model we have launched, every technological advancement we have embraced, and every challenge we have faced, we have made a mark on the automotive industry and, more importantly, on the communities we serve,” Tiu stresses.
“Throughout these years, we have been pioneers, not just in engineering excellence but also in understanding the needs of our customers. Working with Mitsubishi Motors Philippines Corporation, we have listened and evolved to ensure that our vehicles not only meet expectations but also exceed them in sales and after-sales (service). We owe a great deal of our success to the remarkable individuals who have crossed our path. From our visionary founders, to the innovative engineers, assembly line workers, savvy sales team, and meticulous support staff, and upper management of every department of MMPC,” he continues.
Aside from Mitsubishi’s support and trust, Tiu also cites the car manufacturer’s creativity, tenacity and resilience in helping AMI shape its identity and enable it “to navigate the complexities of a rapidly changing world.”
His brother, Marc Vincent “Macmac” Tiu notes that 50 years is “a milestone few companies ever reach.” He credits the vision, dedication, and unwavering spirit of everyone who has been a part of the Avescor family over
five decades for the company’s continued success.
“We are not just celebrating a company . . . we are celebrating a heritage of innovation, resilience, and a commitment to excellence that has driven us forward. For five decades, Avescor Motors has forged an automotive legacy built on trust, good service and good partnerships,” he says.
Established in 1976, AMI is one of the oldest franchise dealers of Mitsubishi motors in the Philippines. Although the economic environment of the 1970s did not seem conducive for doing business, particularly selling a high-cost product like automobiles, “Avescor persevered, guided by our commitment to our customers and our loyalty to Mitsubishi Motors,” Macmac Tiu recalls.
The opening of dealerships in Bacolod and Roxas in 1988, not only solidified AMI’s presence in Western Visayas, but also provided employment to hundreds of people.
Macmac Tiu says AMI’s success and endurance are based on a simple winning formula – “provide quality vehicles and give excellent customer service to the Ilonggos.”
He points out, “Avescor has consistently pushed boundaries, redefined standards and delivered vehicles that have not only transported people, but have also embodied the spirit of adventure, freedom, and progress. We have truly been driving excellence for half a century.”
Like the company chair, he gives a lot of credit to AMI’s dedicated employees, loyal customers, and supportive partners for the dealership’s successful 50-year journey.
“Companies are like families. We build them with all our heart, putting our blood and sweat into it, with just one purpose: to make it grow and flourish. Like family, we all take care of each other as we work on a dream — the dream of seeing Avescor Motors, Inc. grow and flourish into one of the best companies in Iloilo and best performing Mitsubishi Motors authorized dealer in the country; the dream of making Avescor a company known for its top-notch products, exceptional services, and superior commitment towards our customers,” Macmac Tiu adds.
President Tiu expects the next chapter of AMI’s story to be challenging but exciting, too, as it navigates through the digital age and deal with emerging technologies like electric vehicles, autonomous driving and artificial intelligence.
“Our vision is to lead the changes in the automotive industry. Setting standards not only in performance and quality but also in accountability and responsibility,” he says.
He invites AMI employees, partners and stakeholders “to continue dreaming big, to continue challenging convention and continue believing in the power of collaboration” and also to “drive forward into the next 50 years with the same spirit of innovation and excellence that has brought us together this far.”
