Text: Dean Ang / Photos: Dean Ang | posted January 18, 2013 18:59
The rebirth of Mazda in the Philippines
Berjaya Auto Philippines Inc. officially begins its business operation this month as the distributor of Mazda vehicles, parts and accessories in the Philippines following a formal signing ceremony held last September between Mazda Motor Corporation and Berjaya Auto Philippines Inc.
Alongside the first shipment of OEM parts to its dealers earlier this week, Mr. Steven Tan, Chief Executive Officer of Berjaya Auto Philippines Inc. announced that the first batch of vehicles will start to arrive end of the month.
Dato' Francis Lee, the Executive Director of Berjaya Corporation Berhad, said the appointment of Berjaya Auto Philippines Inc. as the Mazda distributor in the Philippines shows Mazda's confidence in Berjaya's ability to promote and grow the Mazda brand. "Our success in Malaysia as Mazda distributor gave us the confidence and experience to push forward in terms of expanding into ASEAN. Our business within this region is diverse, and this latest Mazda distribution business continues to build on the tremendous synergy across the group of companies."
Mr. Tan also emphasized that Berjaya Auto will be expanding their dealership network across the country and are looking to open five or six new dealerships within the year. Tan also hinted at a possible revamp of the entire Mazda product lineup within the next two to three years to bring further excitement to the market. However, no specific details were revealed.
As with all other businesses, Berjaya Auto Philippines Inc. is expecting better sales performance for this year and is very positive about surpassing last year's sales figures. As for their long term goal, they are expecting to sell more than 3,000 units per year and be recognized as one of the top 5 automotive brand in the Philippines which is currently dominated by Toyota, Mitsubishi, Hyundai, Isuzu, and Honda.