Chery completes month-long campaign seeking to fix image


CHERY Motors Phils. Inc. (CMPI) recently concluded a month-long caravan that aimed to revitalize the brand and fix the image of China-brand vehicles in the country.

The service caravan on May 9 and 10 tapped Chery Davao in Bajada, Davao City, and Chery CDO on Gusa Highway in Cagayan de Oro City on May 10 and 11. CMPI said the service campaign in Mindanao had relieved and satisfied around 30 Chery owners.

“The service caravan implemented by the Chery distributor in Manila is an excellent move since most of the time, Chery owners experience great relief if they had a chance to meet the people from the distributor—not just the dealer who sells them cars,” said Junior Chiu, operations manager of the Graphic Group of Companies, which owns Chery CDO.

Chery Davao dealer principal Edward Bangayan said that there was a “huge improvement in Chery’s after-sales service operations” after seeing the distributor’s efforts in implementing the service caravan.

“We were also visited by the after-sales representative of Chery International, which gives us further confidence,” Bangayan said.

Meanwhile, the newly opened Chery Authorized Service Center in Martinville, Canaynay Avenue, Las Piñas City—called ESG Motorworks—made a similar move on May 13 and offered perks to valued Chery owners residing or doing business in the area.

The event was visited by more than 10 clients.

The caravan also included a visit to Chery’s flagship dealership on C5 Avenue, which is still under construction but is already 80-percent complete. CMPI Chief Executive Officer Porong Herrera said the event was one of the “brightest ideas in the history of service caravans in the whole automotive industry.”

CMPI said the caravan also tackled Baguio on May 21 and Tarlac City on May 22. The event was visited by more than 20 Chery owners.

Asked why CMPI focused on the service campaign instead of a big marketing campaign, Herrera said that the move was the “follow-up of the real comeback of Chery in the Philippines.”

“We chose to satisfy the existing clients first before looking for other clients—their satisfaction is our main objective” he said.

CMPI also conducted the caravan in Zamboanga City on May 29 and 30. The company said it plans to hold later this month the event in Cebu, where there are around 200 Chery vehicles.

“We will be doing the service campaign three to four times a year” Herrera said.


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