Chery eyeing dealership expansion in the Philippines

Chery eyeing dealership expansion in the Philippines image

Text: / Photos: | posted September 18, 2009 13:24

Invests 10M-peso into business improvement

Iseway Motors Philippines, Inc., the exclusive distributor of Chery vehicles in the country, is eyeing on an expansion of its dealer and service network by the first quarter of 2010. This was announced by Mr. Andrew Chan, Iseway Motors' Director based in Hong Kong as "Chery's commitment to provide an economical way of transportation for the Filipino motorist."

"Our aim is to enhance customer confidence in Chery products," continues Mr. Chan "as we desire to take our dealerships to the next level." This expansion includes opening new territories in East Quezon City, the environs of Rizal, Cavite, and major push in the South Luzon area towards Bicol, as well as consolidating the Visayas-Mindanao area.

Mr. Chan was quick to admit that "the financial crisis which started late 2008 affected Chery's operations in the Philippines," pointing to some dealers relieving their franchises. "We are a new car brand in the market and therefore not as resilient as the other well-entrenched car marques. However, we have taken huge steps to solve our woes," explaining that the company has invested some P10M into business improvement and hiring two of the automotive industry's well-seasoned sales and after-sales professionals, and a top businessman to form the core of this management team."

Chery will introduce the new 3-man management team in the Dealer Conference in October. "We are targeting to improve overall product quality and customer experience within the Chery brands," says Mr. Chan.

Standardization of all Chery service bays is a key step in its 2010 Business Plan. Procurement of high-tech equipment and diagnostics tools ensure service needs of Chery customers. These hubs, manned by well-trained technicians and proficient advisors, will offer major and minor repairs such as collisions; change oil and oil filter; cleaning / replacement of spark plugs; and electrical and mechanical services and provide periodic maintenance service to vehicles. These hubs recognize that the scope of its responsibility must extend far beyond merely servicing cars. Polite and dynamic crew, as well as quick response to customers' needs awaits everyone in these service shops.

Chery is also strengthening its Regional Training Center, which will serve as Chery's Central Hub for Technical Training in Southeast Asia & Pacific Region. The Training Center is a top-notch training facility that will provide technical training aids and programs, conducted by competent instructors from Chery Automobile to develop the skills of Chery's local and foreign auto mechanics. Situated at 2290 Pasong Tamo Extension in Makati City, the center is expected to position the Philippines as a major source of highly-equipped automobile technicians.

According to the Regional Training Director of Chery here in the country, the trainings will carry European technology, which at par European-produced automobiles. "At the end of the day, top technicians will learn more and embody the Chery competency." he added.

Chery persists in the strategic development to provide quality in service and products in order to achieve total customer satisfaction and establish strong relationships with partners. "Through dealer expansion, we would be able to bring affordable vehicles with high value to the places and market that seek Chery," says Mr. Chan. He adds, "Thus, provide our existing and potential customers accessibility and convenience too."