Chery motors wowed the crowd at the recent Cebu Autoshow as it showcased its economical and stunningly beautiful cars.

I was among the group of motoring journalists who were lucky enough to be invited by Iseway Motors Philippines Inc. to go to the recent Third Cebu Autoshow held at the newly-built Cebu International Convention Center in Mandaue City. (Iseway Motors is the exclusive distributor of Chery cars in the Philippines.) I saw for myself how the Chery cars took the Queen City of the South by storm.

The four-day event was organized by Mr Joseph Ang,founding chairman of Worldbex Services International in collaboration with Philbex and Cefbex expositions. (Philbex is into building and construction while Cefbex is into food and beverages.)

The Cebu autoshow was a milestone for many Cebuano car enthusiasts. The event was proof of the  prestige and the economic boom enjoyed by the city. It was also an occasion to feature the best selling automotive products in the after market scene and, of course, the most promising auto brand today: Chery.

We went down south with Chery’s top people. Dealership network manager Tito Yupangco (he’s also part of Chery’s after sales think tank), assistant sales manager Walter Inguito (he’s the “celebrity” in the group), assistant marketing manager Allen Wu (Chery’s funniest and coolest guy), marketing officer Raquel Ocampo (our muse and PR lady), administrative manager Aimee de Los Santos (the treasurer with a lovely smile on her face), and Chery cars CEO and tough guy Mr Ricky Lam. They never left our side and made sure we were okay during the three-day visit.

Right after we arrived, Chery Cars Cebu managing director Raymund Basubas treated us and the members of some local media groups to a sumptuous lunch at Cebu’s famous Sutukil seafood restaurant (near the Lapu-Lapu statue). Apart from running Cebu’s first Chery dealership—it’s at Briones Street, Mandaue City—he also owns Vienna Kaffe House along Gorordo Avenue. Just like his counterparts at the head office in Manila, Raymund did a wonderful job pampering us and even gave us a tour of his hometown. We enjoyed the many scenic spots and the city’s other attractions.

Cynics and Critics

Despite the brand’s successful launch in July last year, hordes of cynics still ask if Chery can position itself in the crowded local car market that has long been lorded over by Japanese manufacturers. They want to see for themselves whether or not Chery can play a competitive role in the local auto industry.

But the people at Iseway remain optimistic. They have closely examined the Philippine auto market and are confident they can win over the price-conscious Filipinos motorists by giving them economical and world-class vehicles. They believe the brand’s strength lies in the company’s passion to create a cost-efficient vehicle that is also a technological, engineering, and design marvel.

“Chery is very proud to introduce its cars to the consumers here in Cebu,” says Yupangco. “Potential buyers check out the cars not just because they know our prices are competitive, but also because they can see the quality of the cars and what these can do. Besides, Chery has excellent aftermarket service.”

Showtime

The highlight of the auto show was the Chery exhibit. They have the biggest area on the floor. Guests were greeted by the huge display of Chery cars (in various colors) at the center aisle of the venue.

The opening was far better than what we expected. Enthusiasts were amazed at how brilliant some of the cars were set-up. We all thought it was a world-class car exhibit.

Iseway displayed the Tiggo—Chery’s appealing SUV—and the popular QQ. The QQ was recognized as the mini car of the year at the recent fourth Annual C! awards and ranked first in the J.D. Power 2004 initial quality study for compact cars. The QQ and the Tiggo are the top selling vehicles in the Cebu dealership.

Also on display were the luxurious and elegant V5 (a seven-seater multi-purpose vehicle), and their two newest vans, the V2 and the Karry. The V2 (a multi-purpose business van with a 1.3-liter displacement) and the Karry (a heavy duty van with a 1.6-liter engine) are both perfect for business-minded people. Basubas is upbeat about the marketability of the V2 and Karry especially since a lot of entrepreneurs in the area want affordable but high quality vehicles for their businesses.

Chery currently has a total of 30 dealers nationwide. But only 14 branches—Makati, Pasong Tamo, Alabang, Baguio, Bulacan, Cebu, Cagayan de Oro, Davao Global, La Union, Libis, Malolos, Ortigas, Pampanga, and Pangasinan—have their own showroom. Other dealers are still under construction and are expected to be up and running by August this year.