Massive growth cited as Chevrolet stages Motorama anew

Seventy-three-and-a-half percent. That’s the incredible growth rate of Chevrolet’s local sales from January to September 2014, compared to the same period last year.

All told, since the Detroit marque formally entered the Philippine market in 2009 through its local importer and distributor The Covenant Car Company, Inc. (TCCCI), Chevrolet in has averaged a yearly advance of 41 percent—allowing it to jump from 12th to 8th in the Philippine automotive industry.

That bit of trivia was the pièce de résistance for Chevrolet’s annual Motorama, held over the last weekend at the skating rink of the SM Mall of Asia. The event, primarily a showcase of all things about the iconic American brand, was also an important kick-off point for a three-month sales campaign.

In an exclusive interview with STAR Motoring, TCCCI president and managing director Atty. Albert Arcilla said the record-breaking sales performance was achieved through a “a convergence of very good things happening for Chevrolet.”

Two of those things, he explained, were the local introduction of the all-new Trailblazer sport utility vehicle (in both 4x4 and the more popular 4x2 variants) and the Spin AUV (Asian utility vehicle). “We had the right products in the right segments,” declared Arcilla.

He continued that an even more crucial development was the growth of the TCCCI’s dealer network from 12 to a projected 25 by year’s end. Arcilla attributed this to “a lot more (people) who trust Chevrolet and wanted to invest with us.” The TCCCI head revealed that they expect 29 operational dealerships by the first quarter of 2015, and that the company is studying pending applications.

The four-day Motorama was also highlighted by the Chevrolet Philippines’ first-ever “Transform Your Ride,” an exclusive “build-off” competition for Chevrolet dealers. Fourteen dealerships entered 16 customized Chevrolet vehicles to vie for Best in Paint, Best in Body Customs, Best in Engine Bay Modification, Best in Sound Setup, Best in Show, and People’s Choice.

Joining the ranks of the newest Chevy vehicles at the venue were classic Chevrolets including a 1918 Chevrolet light delivery “Cowl Chassis,” the very first truck Chevrolet built; and a 1955 Chevrolet pickup.

Onsite sales promotions and deals were also served up for potential customers, who could even check out partner-bank booths for easy loans. “It was a great opportunity for us to touch base with our customers—a place where our patrons could experience the Chevrolet difference,” said Lyn Buena, TCCCI SVP and director of marketing, in a release.

“We’re really very happy with the portfolio right now,” insisted Arcilla. “If you look at it, we’re almost in all the top five segments. But we want to enhance our presence. Our job right now in the last quarter and into the first semester of next year is to really establish the brand awareness with the models we have.”

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Chevrolet Motorama’s all-in low down payment and discount offers can still be availed of at Chevrolet dealers nationwide until 31 Dec 2014. Motorama promo offers are in partnership with PBCOM, BPI Family Savings Bank, and EastWest Bank. Visit www.chevrolet.com.ph, or like Chevrolet Philippines on Facebook.