The Chinese automobile company, Chery Automobile Co., Ltd. has re-entered the Philippine market late last year bringing with it its Tiggo crossover lineup, distributed locally by United Asia Automotive Group Inc. (UAAGI) which also carries the Foton brand. It seems like UAAGI's proactivity in promoting and marketing Chery's offerings early on has finally paid off, because in spite of technically being just a new player in the market and notwithstanding the pandemic-related crisis, Chery has managed to achieve 162% month-on-month growth in its vehicle sales for July 2020. Its June sales of 45 units is an achievement enough given that social and business restrictions in the National Capital Region (NCR) were only gradually eased in June; still, the brand continued its upward momentum in July and sold an impressive 118 units.
Whereas this can be seen as a sign of a recovering local automotive industry, credit must also be given to Chery Philippines, for the company must have been on the right track with its Tiggo offerings and local services. According to the company, this success comes from the Chery Tiggo vehicles being widely regarded as luxurious, comfortable, well-equipped with modern features, and most of all, fit for many Filipinos' budget requirements. There are currently four crossovers in Chery Philippines' local stable: the Chery Tiggo 2, Chery Tiggo 5X, the turbocharged Chery Tiggo 7, and the premium seven-seater turbocharged midsize crossover Chery Tiggo 8.
On top of the attractively packaged vehicles, Chery also offers compelling budget-friendly financing packages, supported by the brand's local bank partners, which make it easy even for mid-income owners to own a Chery car. The Chery EC Mobile Home Service also most likely boosted the Chinese brand's sales performance. This mobile aftersales service, launched over a month ago, is ideal for Chery customers who are still hesitant to leave their houses amid the rising cases of COVID-19 infection. Onboard a Foton Gratour MPV that is equipped with all the essential tools, authorized Chery mechanics are able to provide preventive maintenance schedule (PMS) as well as mechanical and electrical repair services at the comforts of their customers' own homes.
Hard-to-resist promotions and deals are also offered for the Chery crossovers including up to PHP 145,000 cash discounts and as low as PHP 5,635 monthly payment schemes that run until September 30, 2020. Freebies such as a Chery Smartwatch Key for the Tiggo 8 and a free UV disinfecting lamp are also being given out.
Carmakers wanting to strengthen their sales can probably take cues from Chery Philippines and UAAGI. It seems that despite the pandemic-related crisis, the country's automotive market still presents a lot of opportunities - the carmakers must however find the right formula and marketing strategy that's fit for the current situation.
- Images from cheryauto.ph