CHERY’S MOMENTS TO CHERISH
Chery Auto Philippines (CAP) has been one of the most formidable and successful Chinese carmakers in the local automotive market today. Under United Asia Auto Group Inc. (UAAGI), the brand has been thriving. Its lineup of vehicles under the brand has been sought-after primarily because of their topnotch modern designs and technology, reliability and impeccable aftersales services.
In fact, China’s biggest government-owned automotive company is deemed to be the ‘Godfather’ of Chinese car brands here in the country as it was one of the first, if not the first of its kind to muster the courage to try its hand here. And being the first entitled them to some perks, like novelty compared to more established brands and flexibility in its price positioning (to the point that it had to be stupendous), just to name a few. However, it also had its bane. Just like any skilled sailor, the company first had to traverse and steer through rough seas.
Guns blazing
Chery vehicles first made its debut in the country in 2007. Back then, the Chinese carmaker through its then local distributor was — guns blazing — aggressive in promoting its vehicles. Chery already had the right mindset, right target market and right price positioning. It made an impact in the local market at the onset, capturing the hearts of the Filipinos with its “bang-for-the-buck” marketing strategy as it offered very affordable cars.
In a way, it produced the numbers it wanted mainly through its fleet accounts. Through its “blitzkrieg” efforts, it spawned more than 20 dealerships nationwide in just less than a year of being in the local scene. China’s biggest car exporter, selling countless of millions in over 80 countries, tried to keep pace with the competition until finding a new direction in 2019 now under UAAGI.
As Chery Automobile Co. Ltd. headquartered in Wuhu, Anhui, China, found UAAGI as a solid partner as it went for more success in the local market.
“Chery Auto has the right mix of design, features, technology, and pricing in its product line to make a strong impact on the Philippine market,” said UAAGI’s Rommel Sytin at that time.
“History and experience are the best teachers, and we have learned a lot from Foton’s success in the Philippine market,” he then added.
Back with a 1-million-km engine warranty
Being the brand’s fourth distributor, UAAGI first had to lay the groundwork from 2019. For them, it’s again gaining the trust and confidence of Filipinos for Chery vehicles. Its Premium Preserv, the brand’s industry-leading warranty and PMS program took care of that. The program features a 10-year/one million-km engine warranty, a five-year general warranty, three-year roadside assistance, and a free full preventive maintenance service (PMS) for three years. With this, it catapulted its sales to 223-percent growth from 2020 to 2021 despite the raging pandemic.
Recent significant milestones
Through the years since its comeback, the Chery brand has steadily been growing. In 2023, it grew by 64 percent compared to its 2022 sales performance, with a total sales of 3,600 units, biting a 1.2-percent of share of the passenger vehicle segment.
The Tiggo 5 has, so far, been the marque’s sales driver last year with 1,851 units sold. Year-on-year, the specific vehicle catapulted by 169 percent compared to 2022.
Recently, CAP again introduced another new offering during the 9th Philippine International Motor Show, the Chery Tiggo 2 Pro. Its newest subcompact crossover measures 4200 mm long, 1760mm wide, with a 2555-mm wheelbase and a high 186-mm ground clearance. Priced starting at P708,000, it’s equipped with an all-new engine, a 1.5-liter, four-cylinder unit, delivering 112hp and 138N-m, paired with either a 5-speed manual or a CVT.
Meanwhile, in a bid to boost its network expansion plans in the country, CAP signed partnerships with nine new dealer groups last June:Unli Drive Motors (Chery Fairview); Auto Ten Trade and Services (Chery Cordon); Laus Group (Chery Bacolor); Angcore Motors (Chery Davao); MNV Auto Group (Chery Oton-Iloilo); Oro Auto Group (Chery Zamboanga); Autonomics Motors Inc. (Chery Tuguegarao); Beatitudes Auto (Chery Baliuag) and Citimotors (Chery Pasong Tamo).
Other things to note are the new faces behind the brand. Other than the carmaker’s managing director, Froilan Dytianquin, who was welcomed by the company last year, there were big wigs who joined the company just this year. Notably, marketing efforts are now spearheaded by another industry stalwart and veteran, senior vice-president Lyn Buena, who also heads marketing for all other UAAGI brands. With this, surely, the men and women behind the company, together with all the other factors that come with it, will impeccably push the Chery brand to new unprecedented heights in years to come.
