Foton San Pablo victorious at 2024 Foton Grit Awards
Foton San Pablo emerged victorious at the prestigious 2024 Foton Grit Awards, securing the highly coveted Dealer of the Year Award aside from five other major trophies.
Dealer Principal Ricky Tan and his team received the honor during a grand celebration at the scenic Acea Beach Resort in Subic last March 5. The event recognized outstanding performance across Foton’s nationwide dealership network, bringing together top executives, dealer principals, and employees to celebrate excellence in sales and service.
In a banner year for Foton Philippines that saw total sales reaching 3,579 units, San Pablo stood out not just for its numbers but for its customer-centric approach and innovative sales strategies.
Tan, the driving force behind Foton San Pablo’s success, expressed gratitude and shared his vision for the dealership’s enduring impact.
A mission to sell dreams
From the moment Foton San Pablo opened its doors on March 8, 2012, Tan envisioned a dealership that went beyond selling vehicles. In his heartfelt acceptance speech, he shared his guiding philosophy:
“At Foton San Pablo, we don’t just sell trucks or vans—we sell opportunities, freedom, and the future. For many of our customers, a Foton vehicle is not just a means of transportation; it is an answered prayer, a tool to grow their business, a bridge that connects them to their families, and a key to fulfilling their dreams.”
Tan’s unique approach was shaped by his experience as a Gawad Kalinga volunteer, where he learned the power of inspiring people through dreams. Instead of simply pushing for unit sales, he instilled in his team the mindset of helping customers succeed in their aspirations. Whether a client was buying their first truck to start a logistics business or expanding a fleet, Tan ensured that each purchase was a milestone in a bigger journey of success.
Setting an example
The competition was fierce, with dealers from across the country vying for top honors. However, San Pablo stood out because of its heart. When asked about the dealership’s success, Tan emphasized:
“We operate not just with sales targets—but with a mission. We treat every transaction as a relationship, not just a deal. We listen, we connect, and we walk alongside our customers. Behind these awards is a team that values discipline, teamwork, and customer care above all else.”
This relationship-driven approach has resulted in strong customer loyalty and a high rate of referrals. Clients don’t just buy a Foton vehicle; they become part of a trusted partnership that extends long after the sale.
Innovating through challenges
The year 2024 was not without its hurdles. Rising costs, supply chain disruptions, and evolving consumer behavior tested the resilience of the automotive industry. For Tan and his team, these challenges became opportunities to innovate.
They introduced personalized consultations, enhanced aftersales service, and adopted a proactive stance in addressing customer concerns. Before delivering any vehicle, Tan’s team ensured that each client understood not just the features of the vehicle, but also their responsibilities as owners and business operators. This holistic approach fostered deeper trust and long-term relationships.
Secret to Foton San Pablo’s growth
Tan has always emphasized that before selling a product, one must first sell trust. His key advice to his sales team is:
“Before you sell Foton, sell yourself first. Be sincere. Be trustworthy. Build genuine connections.”
One of the dealership’s most effective strategies is treating clients like family. From sending personalized greetings on special occasions to maintaining post-sale follow-ups, Foton San Pablo ensures that their relationship with customers extends beyond the showroom floor. This genuine care and attentiveness have led to a powerful word-of-mouth referral system, fueling continued success.
Beyond its dealership-level achievements, Foton San Pablo played a significant role in Foton Philippines’ national success. Tan’s philosophy of relationship-based selling helped drive regional sales growth, contributing to the brand’s overall milestone of 3,579 units sold in 2024.
By maintaining strong banking relationships and focusing on long-term client engagement, the dealership cultivated a sustainable growth strategy. Social media also played a crucial role, with Foton San Pablo leveraging Facebook to promote vehicles, share success stories, and engage with customers authentically.
“In this digital age, reputation spreads faster than any advertisement. That’s why we operate with honesty, consistency, and integrity at all times,” Tan noted.
While the Dealer of the Year award is a crowning achievement, for Tan, it is just the beginning of greater things to come. Foton San Pablo will continue to elevate the brand, support fellow dealers, and most importantly, be a channel of blessings to its customers.
Foton Motor Philippines General Manager Levy Santos said : “For 2025, we must sustain this culture of excellence and continuous improvement. We must embrace challenges as opportunities for growth and never lose sight of our ultimate goal – to deliver unparalleled value to our customers and stakeholders.”
With Tan at the helm, Foton San Pablo remains a shining example of how a dealership can go beyond sales and become a partner in success for its customers.
