In 1996, Robert Coyiuto Jr. opened the doors of a purpose-built sports car brand, then a revolutionary concept in the industry, to the local market. Most thought it was a fool’s dream, the Philippines nowhere near ready for such a high-end, highly focused, high-performance sports car brand. It would be relegated to a select few, consisting of celebrities and the old, landed, moneyed rich. Most expected to see Coyiuto silently close his doors in utter failure in a year or two. But of course, history is written by the victorious.
And indeed, from a niche manufacturer in the country, Porsche Philippines now dominates the very profitable and high-profile local sportscar market to this day. From the 911, to the Boxster and Cayman, to the Cayenne, Panamera, and Macan, and now with the advent of fully electric vehicles, the amazing Taycan line-up, Porsche Philippines has weathered through great difficulties to finally become arguably the single most desirable brand for keen driving enthusiasts looking for the most involving driving experience while offering a healthy dose of reliability, practicality, and versatility. It has the brand equity and value other manufacturers can only dream to ever attain, thanks to its fiercely loyal clientele.
It helped immensely that the man close associates call as RCJ, himself is a real driving enthusiast, is often seen driving in the newest and latest Porsche sports car models, particularly during weekends and holidays. He perfectly represents the Porsche lifestyle. He lives it, and the typified the romance and drama of a distinguished gentleman driving a sports car. This helped fuel the aura and desirability of the brand. And this lifestyle image is what ultimately separated and elevated Porsche versus other brands. The public saw and aspired for the very lifestyle RCJ portrayed. He still regularly hosts driving events for Porsche Philippines clients, ensuring a highly enjoyable and vibrant long-term ownership experience.
And when Porsche started offering more versatile everyday cars whilst retaining the Porsche feel, the growth in market clientele followed because the Porsche name, brand and lifestyle became much more accessible to many, without diluting from the brand’s prestige and equity. The brand’s volume seller today in the Philippines is the Cayenne, followed by the Macan SUVs. SUVs that bear not just the Porsche name, but also the very essence of Porsche, distilled and repurposed in a SUV package.
From a single multi-brand dealership showroom operation on EDSA, Porsche Philippines has expanded onto a purpose-built and exclusive facility beside the original showroom a few years back, but has now laid down the foundations for an even bigger, larger and more modern Porsche showroom on the opposite side of the very first Porsche facility along EDSA. The Porsche Philippines showroom has become a landmark that lights up traveler’s eyes at night, igniting passion and dreams, looking forward to a more exciting future ahead. Porsche Philippines also has another dedicated showroom at the posh Bonifacio Global City in Taguig, alongside other high-end establishments.
Porsche Philippines also started a revolution through the Porsche Training and Recruitment Center Asia, the first training and recruitment center for Porsche ‘mechatronix’ (mechanics in Porsche-speak), outside of Germany. It was a perfect system that ensured technology transfer to the Filipino, trained and prepared them for a better life abroad, and paved the way for employment opportunities abroad at Porsche service centers worldwide. It was a model that was soon copied by Porsche AG themselves which led to other training and recruitment centers all over the world. The PTRCA has trained hundreds of Filipino Porsche ‘mechatronix’ and found employment for them all over the world, making a contribution, a difference in the lives of the willing but under-privileged men and women in our society.
Today, Porsche Philippines is the crown jewel of the PGA Cars Philippines Group, which also consists of Audi, Bentley and Lamborghini. And while RCJ has taken a bit of step back to give the day-to-day reigns to his son, Roberto Coyiuto III who is President and CEO of Porsche Philippines, the Chairman, together with his equally enthusiastic brood, are working hard to ensure Porsche Philippines remains vibrant, exciting and relevant for future generations to come.
We can only look forward to the future that lies ahead for Porsche Philippines.
