Chevrolet bullish on Philippine market

CEBU, Philippines - The active market for car acquisition in the Philippines prompted American car maker Chevrolet to dispose at least 5,000 car units in the country in the next two years.

“The Philippine market is promising. The brand is being received well by Filipinos,” said Martin Apfel, Chevrolet South East Asia president for operations who was in Cebu for the opening of the Chevrolet Cebu Dealership Center.

According to Apfel despite the entry of different automobile brands in the Philippines, including those cheaper units from China and other Asian countries, Chevrolet has performed fairly well in the last few years.

In 2010, Chevrolet Philippines, through its exclusive dealership agreement with the Covenant Car Company Inc., posted a whooping growth of 64 percent, although in the following year in 2011, the sales performance plunged to 37 percent due to general market weakening.

This year however, the company is seeing a good performance towards the end of the year, as it is preparing to introduce more affordable, quality, and fuel efficient models, said Apfel. 

The company also sees a turnaround of sales contribution from Cebu, and the rest of Southern Philippine market, while the brand is gaining popularity in terms of quality, fuel efficiency, and value for money.

Based on the company’s independent survey in the Philippine market, Apfel revealed the level of satisfaction among Chevrolet car users increased significantly.

Although the brand falls into the sophisticated line of automobiles in the world, it is now introducing affordable units such as its models in the compact car segment with prices hovering within the P588,000 mark.

Easily, the brand hopes to hit the 5,000 car unit disposal or sales within a year or two. This year alone, the brand targets to sell at least 30 to 40 cars in the Cebu market.

Last year, the brand recorded a total of 2,000 units disposed, largely from the compact car segments, said Alberto B. Arcilla, managing director and chief operating officer (COO) of Covenant Car Company Inc.

Already, plans for penetrating developing markets like Bohol, the south district of Cebu, and Siquijor are in the pipeline, while its campaign for making the newly opened Chevrolet Cebu Dealership Center a powerhouse and a model dealership for the rest of the Chevrolet family to emulate is taking roots. 

 Chevrolet Cebu, a partnership with Cebuano dealer Genesis Motors Corporation, a member of PAMOCOR Group of Companies, is the 16th outlet for the company in the Philippines.

The 4,040 square meters facility located along M.C. Briones Street, Ibabao, Mandaue City is regarded as one of the largest display centers in the country. With this facility, Chevrolet expects to double its Cebu sales this year.

Prior to the opening of the Cebu display center, Cebu sales only contributed about six percent of the brand’s total sales generation in the country.

Chevrolet maintains manufacturing plants in Thailand, Korea, South America and Indonesia.

Founded in Detroit in 1911, Chevrolet is celebrating its centennial as a global automotive brand. Last year, about 4.25 million Chevrolets were sold in more than 120 countries. (FREEMAN)