Industry events in the midst of merrymaking

There were significant happenings in the local auto industry that went on last year and during the Yuletide month, which we failed to acknowledge in this column that we would like to make mention of now.

2009 Alterra’s debut

First there was this launch by Isuzu Philippines Corporation (IPC) of the 2009 Isuzu Alterra, which was held together with this year’s Japanese-themed Christmas Party for the motoring media – a very memorable one due greatly to the hilarity that was brought about by some macho male motoring journalists who came dressed as the opposite gender.

But not to be over shadowed by all the merrymaking that night was the unveiling of the latest upgraded version of this mid-size Sport Utility vehicle from the “diesel authority”.

The 2009 Alterra now boasts of new design 16-inch six-spoke alloy wheels as well as a new-design circular tailpipe finisher. Chrome is also a nice addition on the vehicle, as the door handles and power folding side mirrors have now been chromed. Projector headlamps with fog lamps in front, a reverse camera, and four-eye backing up sensor at the rear complete the exterior package.

Inside, high-resolution 7-inch headrest-mounted LCD monitors compliment the 2009 Alterra’s 5.1 surround audio-video entertainment system. An integrated audio-video console box makes it convenient for backseat occupants to plug in their in-car entertainment accessories.

A 3.0-liter 4JJ1-TC common-rail direct-injection diesel engine powers the 2009 Isuzu Alterra, which already meets Euro 3 emission standards.

For 2009, the Alterra will be available in new body colors. There’s the limited monotone color, Starry Black. Other monotone colors are the Omega White Pearl and Sterling Silver. For two tone color combinations, the Alterra will be offered in Starry Black, Chardonnay Gold, Nautilus Blue and Nebula Gray.

For price reference, the 2009 Isuzu Alterra’s 4x4 automatic can be yours for P1.713M (monotone/two-tone) and P1.723M for the pearl colored. The 4x2 manual starts with a price tag of P1.530M and the automatic at P1.585M.

It’s best that you check out these new offerings yourself at any of the Isuzu showrooms nearest you that are located all over the country.

Congratulations to Isuzu Philippines Corporation for a successful launch and a most memorable side-splitting Christmas party.

PGA Cars raises the bar for auto showrooms

PGA Cars revealed a new marketing initiative in the Philippines last month with the launch of its “Audi Terminal”.

The glass and aluminum Brand Terminal’s inaugural outing features Audi’s new A3, A4, A6, A8, A6, TT Coupe, R8, and Q7.

“Our goal is to make the brand more visible in a way that fits Audi’s sophisticated and premium positioning. This is a new channel for us and opens the door to further embrace experiential marketing,” says business tycoon and PGA Cars chairman, Robert Coyiuto Jr.

“This raises the bar significantly for car manufacturers who want to showcase their product to consumers outside dealerships and motor shows – no one in the country has anything in this league,” added Robert.

The two-level (mezzanine type), 800+ square meter Terminal facility, will also incorporate a flagship twelve-car showroom, customer zone, presentation area, service repair and maintenance jobs and Audi Exclusive, genuine parts, accessories plus a Lifestyle Boutique & Bar and the first and only automobile showroom with a grand piano.

Our congratulations go to Robert Coyiuto, Jr. for his consistent efforts to bring the art of marketing automobiles in the country to the highest levels of professionalism and global competitiveness.

New MMPC showroom/service dealership

There was also this ground breaking ceremony for Peak Motors Manila Bay last November. It is the newest addition to Mitsubishi Motors Philippines Corporation’s (MMPC) dealership network that’s targeted to be completed by June of this year.

The ceremony was headed by MMPC president and CEO Mr. Masahiko Ueki and Peak Motors president Mr. Gilbert Dee, Jr.

Peak Motors Manila Bay, which is currently operating as a sales outlet in the SM Mall of Asia will construct a new showroom and service facilities on a 1,200 sq. meter lot along EDSA corner Roxas Boulevard. The new facilities will feature a 5-car display showroom, Genuine Parts & Accessory retail counter and a factory-certified service center that could accommodate 17 vehicles at a time.

Our congratulations to Peak Motors and likewise to MMPC for coming up with an added venue to display their products and perform their vaunted after sales services for their customers. This indeed makes MMPC boasts of one of the biggest dealer networks in the country.

MMPC 12th Skills Olympics

Still from the Mitsubishi Motors front, in an effort to continuously develop the skills of dealer sales and after sales personnel, recently staged its 12th Skills Olympics at Diamond Motors Marcos Highway facilities. There were representatives from MMPC’s Luzon, Visayas and Mindanao dealership network and all participants have single intention of showcasing their skills in vehicle sales after sales service. More than 500 guests witnessed and enjoyed the Skills Olympics as most participants brought in their families, co-workers and friends to provide support to their quest of becoming champions in their respective categories. The Skills Olympics are being held annually to also demonstrate how Mitsubishi Motors Philippines is working on its commitment of placing customer first and aiming towards total customer satisfaction.

At the end of the 1-day competition, Carworld, MMPC’s Central Luzon dealer, was judged as the overall champion based on the total points garnered for all categories. The dealers which topped the individual categories were: Carworld, Inc. for Mitsubishi sales Hotshots; Citimotors for Fuso Sales Hotshots; Freeway Motors Baliuag for Genuine Parts Specialist; while AMCAR bagged the best servicing team winning both the best service advisor and best technician awards. As an additional incentive to the champion and runner up of the service category, MMPC will send them to Mitsubishi Motors Asian Technician Contest in Japan which will commence on March of 2009.

Toyota firms up commitment

The laudable project that was announced by Toyota Motor Philippines (TMP) chairman Dr. George S.K. Ty during the company’s 20th anniversary celebration last August is finally taking shape as construction of the UP Asian Center’s research institute, library, museum and auditorium kicked-off last December 13, 2008.

Funded by a P100M donation by Toyota, the facilities will be composed of a main building and a 500-seat auditorium for international conferences and other events. The facilities will be named the GT-Toyota Asian Heritage House and the GT-Toyota Asian Center Auditorium.

The proposed facilities will be constructed within a one-hectare property in the UP campus in Diliman, Quezon City. The lot is beside the Romulo Hall and will be exclusively devoted to new structures.

This indeed is one of the major showcases of TMP’s corporate social responsibility commitments. Our congratulations to Toyota Motor Philippines.

Kudos are in order

We raise our glasses to STAR motoring editor Dong Magsajo, Top Gear magazine editor-in-chief Vernon Sarne, C! magazine editor-in-chief James Deakin et al for conceiving and seeing through to its reality a laudable fund raising project to benefit two leading figures in the country’s motoring and motor sports world who are presently engaged in a battle for their lives against the Big C – the country’s racing “living legend” Pocholo Ramirez and son, Kookie, a very well known motor sports personality himself and a top-notched motoring journalist, section editor of C! magazine.

The project, which was more to boast the morale of these two well loved motor sports personalities and to show the local motoring and motor sports community and the auto industry’s respect and love for them, was a rousing success that raised funds that were not imagined by the very dynamic organizers.

May I enjoin everyone to take a little time out to say a prayer for their speedy recovery and victory over this biggest battle of their lives.

Motoring Tip of the Week

For those who are not so religious about vehicle maintenance, the beginning of the year is always the best time to have your vehicles checked for all their fluids and oil requirements.

You may have forgotten all about the need to change them regularly and doing so at every year’s start can somehow remind you about this “must do” for all vehicle owners.

Happy Motoring!!!

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