Volkswagen makes a comeback

MANILA, Philippines - German auto giant Volkswagen formally signed the appointment of Automobile Central Enterprise, Inc. (ACEI), a wholly-owned subsidiary of Ayala Corporation, as its Philippine distributor.

In a simple ceremony held at Ritz Carlton Hotel, Hongkong on May 27,  Weiming Soh, president for commercial operations in greater China/ASEAN affixed his signature on the importeur agreement with Fernando Zobel de Ayala, president and chief operating officer of Ayala Corporation, and John Philip S. Orbeta, chairman and president of  Ayala Automotive Holdings Corporation (Ayala Auto) and managing director of Ayala Corporation.

“In line with our ASEAN growth strategy and the vision to be the world’s most successful automobile manufacturer in ecological and economical terms by 2018, we found in Ayala Auto a dedicated, resourceful, and experienced partner in the Philippines that will strengthen the Volkswagen brand,” said Weiming Soh.

Fernando Zobel de Ayala stated, “The dominant position of Volkswagen in the global automotive market will boost Ayala’s strong presence in the growing Philippine automotive industry. We are excited to bring Volkswagen’s innovation and technology to the Philippine market complemented by an outstanding customer experience.”

 â€œAyala is now making a comprehensive program to successfully bring back Volkswagen to the Philippines.  We are finalizing plans to roll out several models in multiple showrooms at the earliest time.  We would like to contribute to the growth of the auto industry with the appointment of new dealership partners in the coming months,” affirmed Orbeta who also heads the ACEI.

Volkswagen vehicles roamed Manila streets in the ‘60s and ‘70s when the Beetle and the Kombi were first introduced to the Filipino car enthusiasts.  Other models followed but it was the Beetle that enjoyed huge success becoming an icon of its generation. 

The Volkswagen Group is Europe’s biggest and the world’s third largest with global sales of 9.3 million units in 2012 up 11 percent from the previous year. As of 2012, its global market share for passenger cars accounted for 12.8 percent. The group operates 100 production plants in 27 countries and employs more than 550,000 people worldwide. The Volkswagen Group sells its vehicles in 153 countries.

Ayala Auto has been a key player in the local automotive industry for over 20 years operating dealerships of Honda and Isuzu in Metro Manila and the Visayas islands.  It has minority interest in the distributor companies of both brands.