Chery Auto Philippines, being one of the youngest distributors for the brand around the globe, was awarded with this year’s Brand Breakthrough Award from Chery Automobile Co. Ltd.
The award was given during the annual Overseas Distribution Awarding Ceremony aimed at recognizing the global distributors in terms of marketing innovation, branding, product upgrade, excellent service, and network building. This was attended by the entire network of Chery composed of 30 countries.
Among the qualified Chery distributors worldwide, which include Russia, Saudi Arabia, Argentina, Chile, and Egypt, only the Philippines and Brazil received the Brand Breakthrough Award.
United Asia Automotive Group, Inc. (UAAGI) and CAP President Rommel Sytin expressed gratitude over the newest recognition.
"It is gratifying to see that all the hard work and efforts by the Chery Auto Philippines team and our fast-growing nationwide network of dealers are being recognized by our principals," Sytin was quoted as saying.
CAP attributed the latest accolade to its “market resilience and flexibility despite the numerous setbacks that occurred since it was launched last November 2019.”
“Just three months after our Philippine launch, the government imposed a nationwide lockdown due to the COVID-19 pandemic. We were forced to close our dealerships, yet we thought of ways on how to reach out to the Filipinos to offer Chery,” Sytin recalled.
CAP also stated that before the pandemic, the eruption of Taal volcano had disrupted the operations of dealers and allocation of vehicles. Aside from that, typhoons have also hampered businesses, especially the automotive line, which “adversely decreased vehicle sales for the whole Philippine industry by as much as 50 percent.”
“It was a challenging start, but we had to prove that our brand is stronger than these hindrances,” Sytin added.
Further, CAP boosted its in the digital realm through social media, website, and the mobile application available on Google, App Store, and App Gallery. The company has also conducted various marketing efforts like tapping brand ambassador Coco Martin, sponsoring the Chery Tiggo Crossovers volleyball team, and establishing strong offline and online efforts through print and out-of-home advertisements.
Moreover, CAP has put up an 18-strong dealership expansion and placed industry-leading aftersales programs.
"The Brand Breakthrough Award for the Philippines is an indication that Chery has been and will be striving harder. With this, we have gained more confidence that with our relentless efforts to build the brand, more and more Filipino consumers will get to know and appreciate the compelling value proposition of the Chery Tiggo models and put more of these in their garages," added Sytin. “We will make Chery the Filipinos’ car choice."
Photos from United Asia Automotive Group, Inc.