HARI now official PH distributor of Hyundai commercial vehicles

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Hyundai executives during the formalization of agreement held at the Peninsula Makati on February 15 (left to right) HARI Chairman Edward Go, Chairman Emeritus Richard Lee, and President and CEO Ma. Fe Perez-Agudo, HMC Director for Commercial Vehicles Kim It Tae and Hyundai Motor General Manager for Commercial Vehicles Seong-Gi Kang.

Hyundai executives during the formalization of agreement held at the Peninsula Makati on February 15 (left to right) HARI Chairman Edward Go, Chairman Emeritus Richard Lee, and President and CEO Ma. Fe Perez-Agudo, HMC Director for Commercial Vehicles Kim It Tae and Hyundai Motor General Manager for Commercial Vehicles Seong-Gi Kang.

Hyundai Asia Resources Inc. (HARI) was granted distributorship of Hyundai commercial vehicles (CVs) in the country. The agreement was formalized last February 15, 2016, as HARI celebrates 15 years as the official Philippine distributor of Hyundai passenger cars.

This new venture is a significant step in advancing the Hyundai brand presence in the country—this time as the top-of-mind mobility partner of Filipino businesses. The move is expected to not only raise brand equity, but also contribute to pushing the ascent of the Philippine economy to sustainable success.

“The timing is just perfect. All the essential ingredients that favor our new venture are in place: a stable economy to support the demand; industries on a steady growth track; upbeat consumer confidence; a vibrant new market that welcomes new players; and an enabling policy environment characterized by the implementation of the Asean Korea Free Trade Agreement [AKFTA] and new landmark policies designed to boost the competitiveness of Philippine business in the Asean Economic Community. We are experiencing the third wave of motorization, meaning that from year 2015 to 2022, more and more Filipinos can easily own a motor vehicle! Outlook all in all is indeed bright. Hyundai’s strategic investment in the Philippine commercial vehicle sector is spot-on, and nothing short of brilliant. We are in the best position to bring new value to a new market and to drive the ascent of the economy, in alignment with the national roadmap to advance the competitive advantage of Philippine businesses in the Asean,” said HARI president and Chief Executive Officer Ma. Fe Perez-Agudo. Asean is the Association of Southeast Asian Nations.

Hyundai Commercial Vehicles
Hyundai Motor Company (HMC) is one of world’s biggest producers of commercial vehicles. Over the years, Hyundai commercial vehicles have carved out a sterling reputation worldwide for their outstanding performance, quality and reliability. More than 150 different models are sold in over 100 countries. HMC expressed confidence that with HARI and its strong nationwide dealership network driving CV sales in the country, Hyundai commercial vehicles will become a name to reckon with in the Philippine and the Asean CV market.


Hyundai commercial vehicles boast superior end-to-end design and engineering ingenuity that guarantee an exceptional ride, handling, strength, durability and safety. The base material, world-renowned Hyundai high-grade steel, already speaks for itself. To top it off, Hyundai commercial vehicles come with a field-tested guarantee that they will function superbly in all working conditions, satisfy the most stringent safety standards, and deliver cost-effectiveness in spades.

Initial model introductions include: in the Light Trucks category, the HD65, HD72, and HD78; Heavy-duty category, the HD270 Dump; and Bus category, the County (29+1 seater), H350 Bus, and the H350 Van (convertible to bus).

Set to move an economy that’s on the move
Commercial vehicles make up the bulk of local vehicle sales. Recent years have seen the gradual growth in sales of trucks and buses in the country on account of the generally upbeat mode of business, across industries.

Compared to other Asean nations, the Philippines has a relatively larger market for utility vehicles, light CVs, trucks and buses.

Besides the robust regional market, the country has approximately $2.9 billion worth of public-private partnership projects in the pipeline, 80 percent of which are infrastructure-related. The haulage sector is expected to experience sharp growth in the nation’s bid to ensure the delivery, completion and sustainability of these projects.

Demand for buses will also rise to respond to the public clamor for more efficient mass transport systems and to the government’s push for bus companies to replace aging fleets.

Meanwhile, the AKFTA, which took effect in January 2016, puts HARI at an advantage in terms of importation costs and ease of transaction.

The Hyundai advantage
Hyundai dealerships will be carrying Hyundai CVs. The recently inaugurated Hyundai Logistics Center (HLC) in Calamba, Laguna will serve as the home base for standard CV after sales and parts support. Inaugurated in April 2015, HLC is HARI’s pioneering flagship project that has raised the bar for efficient logistics operations while keeping to the company’s core advocacy for the environment. Meanwhile, the Hyundai Customer Assistance and Response Center (CARES), the pioneering and only in-house contact center in the local auto industry, is prepped up to accept and handle customer concerns.

“We are living a new normal with the Asean Economic Community upon us and so in the spirit of the Hyundai brand slogan ‘New Thinking. New Possibilities,’ we are stepping up with the entire business community to take the region forward and redefine our business the Asean way, holding true to our commitment to support the current and future administration’s drive toward sustainable and inclusive growth. HARI’s entry into the CV sector is our contribution to nurturing a fair, transparent and competitive market that advances competition and upholds consumer welfare. This is an advocacy closest to the heart of HARI as a major player in the Philippine automotive industry,” Agudo added.

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