Can you imagine being number one, numero uno, on top of the heap, the most selling, and kindly take note — for 23 years and "consecutive" at that?
That’s the kind of awesome sales record that Isuzu vehicles through the Tri Petch Isuzu Sales Co., Ltd have established, which all commercial vehicle manufacturers have found so difficult to beat, lest just equal.
The stranglehold of the Isuzu brand in the Thai commercial vehicle market was explained to the invited members of the Philippine motoring media as something not borne out of mere luck but through sound marketing strategies and consistent high standards of product quality sustained through the years.
The automotive industry in Thailand is by and large dominated by Japanese auto makers having a 90 percent overall share. Last year 703,400 units were sold or an average of a little over 1,900 units sold every day. A 5.5 percent market growth is projected for this year.
Out of the total vehicles sold, only 25 to 35 percent are passenger cars while 65 to 75 percent of these are commercial vehicles, 90 percent of which are pick ups. The pick ups, all with diesel engines, are the transport of choice of most Thais cornering 60 percent of all vehicles sold in the country. The industry expects this figure to rise to 67 percent next year.
The on-going Bangkok International Motor Show (March 22 to April 3) is being participated in by more than 130 auto manufacturers and related industries sharing this year’s theme of "Bio Energy, Reality Power". It is in this 27th staging of the region’s premier motor show where Tri Petch Isuzu Sales Co., Ltd. (petch is diamond in the Thai language and "tri petch" represents the 3 diamond-symbol of Mitsubishi Corporation, which is the largest stakeholder) is celebrating the record sales achievement of 500,000 units of its best-selling Isuzu D-MAX pick up. This accumulative total was achieve in a time-span of a little over 3 years or an average sale of about 450 units of D-MAX sold per day. Another sales milestone recorded by the Isuzu D-MAX was a total sale of 10,000 units in the first 10 days after it was launched or an average of about 1,000 units sold a day.
Most of these facts and figures were rattled off to us, like they were all at the back of her head all the time, by Ms. Panatda Chennavasin, senior vice president of Isuzu Operations (Thailand) Co., Ltd., one of the many intermingling corporations under the management wing of Tri Petch. It was a very extensive and informative presentation that this very sharp and dynamic highest lady corporate executive gave to the Philippine motoring media. It allowed us a quick but thorough peek into the auto industry of Thailand and the very important benchmark-setting role Isuzu plays in this business sector.
In awe, most of us in the group had the same query in mind, "How can Isuzu maintain being on top in a huge and highly coveted market like that of Thailand for 23 years and consecutively or uninterrupted at that?"
Aside from the usual quality control, after sales service, brand recall and other marketing strategies similarly employed by competing auto makers, we got to know what may have been playing a great part in winning the market’s trust and confidence in the Isuzu brand — a hand’s on experience at the Isuzu 4x4 test grounds.
It’s a place where you get a complete briefing of what the different features of Isuzu 4x4 vehicles, including a detailed instructional video of the proper use of the "touch-on-the-fly" system of shifting from 4x2 to 4x4 low or high for optimized driving to include all the off-road feats that the Isuzu vehicles can perform. But then it doesn’t stop with the theories as an actual hands-on driving through 16 Stations or 16 different off-road situations is offered all those who already own Isuzu vehicles together with those who may be contemplating on having one.
Well, most of the motoring journalists had their turn in driving through what we first thought were impossible road conditions including driving up and down steep inclines, deep mud and water, rocks, humps, logs and other road impediments of various kinds, shapes and sizes and through 45-degree slopes that would make you think that you would keel over.
We all heaved a sigh of relief after going through the "obstacle course", which undeniably convinced many of us that it’ll be hard to resist buying an Isuzu vehicle after seeing it hurdled such difficult off road conditions — no matter such awesome record of market patronage.
It was indeed a very informative trip we had getting insights not only into the inspiring performance of Isuzu in Thailand but also into the unbelievable development and progress of the country’s auto industry. I remember having gone to Thailand twice before the 1997 financial debacle of the region while doing some travel documentaries and I found their 500 units a day sale already mind boggling. And after suffering even more than we did in the recent economic meltdown in the region they have bounced back and how — a daily sale of almost four times than what they had before.
We have to thank IPC, Isuzu Philippines Corporation for the opportunity given to the local motoring media to learn first hand more about the global auto industry and for "raising the bar" in playing gracious hosts to all of us "deadline beaters" who normally frown on long trips. But who are we to complain — the schedule was not very tight giving us a lot of breathing spells (complete with the world-famous Thai massage while waiting for one’s turn in the test drives) and good sleep all throughout the trip.
My kudos and thanks to my good friend Art Balmadrid, IPC’s highest Filipino executive, the vice president for business development who led the group of very patient and "beck and call" friends and Isuzu top-notched media specialists who were there every step of the way composed of Timmy Naval, Ronald "Isuzu Joe" Baladad, Mario Ojales, Eleanor Dizon and Mary Joy Andrada.
Art, I think IPC should have that kind of a "hands-on" test drive grounds for the market to further appreciate the remarkable vehicles that you have in the local Isuzu stable. Something to consider, I guess.
Chevron’s exclusive fuel-cleaning ingredient Techron is now available in all grades of gasoline at Caltex service stations nationwide. The specially formulated ingredient helps prevent a car’s vital engine parts from building up deposits, which can adversely affect vehicle performance, increase emissions and result in lower fuel efficiency, thus driving up the cost of running an automobile.
Roger J. Organ, manager of Chevron’s product engineering, regulations and technology team for Asia Pacific, Africa and Pakistan describes the use of fuels mixed with Techron as, "Our customers will know when they see the Techron logo at Caltex stations that they are receiving high-quality gasoline. It’s just like brushing and flossing your teeth everyday. You keep the plaque, or in this case, the deposits away when you use Caltex with Techron."
A media conference at the Jaymi’s Grill preceded the official launch at the nearby NBC Tent at The Fort last Wednesday, March 22, with Randy Johnston, Chevron Philippines country manager leading the local executives in receiving guests from the government, industry and the media during the event.
JP Tuason briefed all participants on track and racing safety for this 4-leg challenge organized by TRS or Tuason Racing School, the first and premier racing school for motor racing in the country.
The top 10 competitors will advance to the Batangas Racing Circuit (BRC) and subsequently to the Subic International Raceway to further prepare them for the final leg that’s scheduled at the BRC.
The extensive photo exhibit shall be held during the Grand Displays of the Petron Xtra Unleaded 2006 Auto Focus Automobile/Motorcycle of the Year — People’s Choice Awards in April 22 & 23 April 29 & 30. The country’s biggest motor show shall feature the latest automobile models from Toyota, Honda, Isuzu, Ford, Mazda, Volvo, Nissan, Chrysler, Mercedes-Benz, Hyundai, Porsche, Audi and motorcycles from Honda.
Photos of Dodjie Laurel, Pocholo "living legend" Ramirez, Dante Silverio, Eddie Marcelo if only to name a few, plus some action shots of circuit racing, rally, karting and other disciplines of motor sports shall take center stage during these last two weekends in April at the Central Gateway 1 of Fort Bonifacio.
This will indeed be a real treat for the whole family as raffles of valuable prizes from auto manufacturers shall be held every ten minutes throughout the day of the auto exhibits.
As a closing note, clean air filters mean fuel savings.
Happy Motoring!!!
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