Chery has noticeably become an automotive force to reckon with in the Philippines. Aside from offering an array of attractively designed SUVs, the brand itself has focused on gaining the trust of its buyers.
This dual approach appears to be working, as I have seen during a Nov. 26 Ride-and-Drive event for Chery owners, hosted by Chery Auto Philippines. The group, which included 50 representatives of the different Chery owners’ car clubs, converged at the SLEX Caltex Mamplasan and drove to Ayala Greenfield Golf and Leisure Club in Calamba, Laguna province.
Mingling with the owners, I have to say their enthusiasm for their cars is remarkable. And, mind you, this enthusiasm isn’t borne out of naïveté.
For instance, there’s Jason Bonaga, 38, a private consultant residing in the country for just five years. He grew up in Los Angeles, California, and he used to drive a Tesla for two years. Today, Jason drives around in a Tiggo 8 PRO, which he finds a joy to drive.
Jason acquired his Tiggo just three months ago. In that short span of time, however, he has driven it as far north as Baguio and as far south as Sorsogon, logging in a cumulative 5,000 km. He shares that his average fuel consumption has been 8 km/liter in city drives and 16 km/liter on the highways on normal mode.
So, what prompted Jason—a tech guy coming from the world’s most car-centric nation—buy a Chinese-branded car? The discovery began when his fellow tech enthusiasts prodded him to check out the Chery brand. Thus, out of curiosity, he dropped by one of its dealerships.
“At the dealership, they weren’t trying to sell me a car. Instead, they were telling me the reasons why I should own a Chery. They told me about the preventive maintenance, the investment that Chery Auto Global made in the Philippines in their supply management to ensure that if there’s a problem with the car, you won’t have any problem getting it repaired.’’
Techies’ pick
The pitch may have drawn him in, but it was the experience of sitting in the Tiggo 8 PRO for the first time that definitely got him hooked. He instantly felt the luxury, as well as the science behind the car. He said, “The Tiggo 8 PRO is for people like me who are into technology.”
He continued, “I also want a lot of safety features in my car. For the asking price of the Tiggo 8 PRO, the safety features are comparable to what you would normally see in luxury cars. I have a full suite of six airbags and blind spot detection, which is especially useful here since a lot of two-wheelers and pedestrians come out of nowhere. I feel that the car gives me a better sense of security.”
Jason said that the Tiggo 8 PRO that he laid eyes on in the dealership’s showroom was some kind of love-at-first-sight thing. “It was beautiful and huge, just what I was looking for. For all its tech features, I thought it would be priced at P2 million. I was pleasantly surprised that it was only P1.7 million.”
New mindset
Jason said he knew he was in the right place, and in good hands, when he felt that the Chery dealership he visited was representative of Chery Auto Philippines’ earnest efforts to “change the old mindset of ‘bahala ka na’ (you’re on your own).”
Jason stressed, “I really think Chery Auto Philippines is really working hard with its people. Its dealerships are making great strides, making sure that across the board, they carry this identity that no matter what dealership you go to, you get the exact same service, the exact same capable technicians, and the exact same after-sales service that you’ll get from the flagship store.”
He added, “Chery Auto Philippines is improving not just its brand image, but consumer relations in the industry, setting the bar high.”
Improved consumer relations leads to a more tightly knit community of consumers, dealers, and manufacturers, Jason pointed out.
Tesla comparisons
To illustrate this sense of community, Jason drew from his experience of owning a Tesla.
“That’s how Tesla was when it started out. There were a lot of problems (at the beginning): Wrong door alignment, or some things weren’t working after delivery. But what really got me associated with Tesla is the same thing with Chery. It’s the promise, the community, that even if you have a problem, Chery Auto Philippines will take care of you. Regardless if you have a problem or you just enjoy driving the car, you know that Chery is there.”
The example he cited is the 7 years/200,000 km warranty (which includes the engine), and the 3 years free preventive maintenance service.
A hit with young owners
If Chery is such a hit with young drivers such as 17-year-old Henry Benedict Chua, then the community is assured of growth even into the next generation.
A senior high student, Henry learned to drive at the age of 16. As soon as he turned 17 and graduated his student’s permit to a driver’s license, he chose a 2021 Chery Tiggo 7 PRO in July 2021.
“The Tiggo 7 PRO offers true value for money,” Henry quipped.
With over 10,000 kms of driving experience in his Tiggo 7 PRO (highlighted with a trip to Baguio City with his mom), Henry assessed, “In terms of power, it is a joy to drive.”
Validating Jason’s aftersales service experience, Henry shared, “I experienced a busted light on the side view mirror, the signal indicator, but within two to three weeks, they were able to replace the whole side mirror, which is fast for me.”
Similar to Jason, Henry’s fuel mileage with his Tiggo 7 PRO is at 9 to 10 km/liter in the city, and 16 km/liter on the highway (cruise control activated).
Out for a spin
Chery Auto Philippines allowed me to experience the luxury and power that Jason and Henry enjoy on almost a daily basis, when I was recently given the keys to a 7-seater Tiggo 8 PRO Plug-in Hybrid Electric Vehicle (PHEV). This is Chery Philippines’ first plug-in hybrid EV (PHEV) offering in the local market. Needless to say, I would echo the two owners’ assessment that the Tiggo SUV is an enjoyable ride, with no features or amenity scrimped on. And being a PHEV, it gave me the extra kick of having an electric motor augmenting the power and range of the ICE engine. The energy flow/monitor was clearly displayed on the 12.3-inch LCD touchscreen infotainment screen.
Some years ago, Rommel Sytin, chair of United Asia Automotive Group Inc (Uaagi), in which Chery Auto Philippines belongs, said: “The (market) acceptance of the Tiggo 8 PHEV has been very good. We commit and we will remain steadfast in our vision of providing mobility solutions that are future-proof, regardless of uncertain market forces that may affect mobility such as unstable prices of fuel. We believe that our PHEV technology is at the core of that solution.”
