Foton sees opportunity in SUV segment ‘Moto Fair’ event showcases Foton’s wide portfolio

A decade ago, Chinese automaker Foton marked its formal entry into the country with a solitary pickup and single light-duty truck. Surely, Foton has come a long way since that humble 2006 debut described by Foton Philippines EVP Anna Maria Parado.

Now with a complete portfolio of passenger vehicles, light-duty trucks, heavy-duty trucks, and even construction equipment, Foton has much to be thankful for. And its recent “Foton Moto Fair” event held at the Megatent Events Venue in Quezon City was indeed originally conceived as a thanksgiving event to fete its loyal heavy equipment clients. But it was later expanded to be a proper showcase of everything Foton.

The two-day festival-themed event featured special deals (with discounts of as much as P30,000), on-site approvals, test drives, and even a dancing wheel loader. Parado added that the robustness of Foton’s business is possibly only because it is now “fully accepted by the market.” The brand in return continues to grow its dealership reach, networks, and facilities.

Early this year, the carmaker opened a P1.2-billion assembly plant in Clark, Pampanga, which effectively widens the footprint of the company locally and allows it to scale up operations while affording local employment. “We are (also) now more flexible to product upgrades,” she said.

Now available in a new deep red color, the Foton Toplander, which starts at a value-packed P998,000, competes in the midsize SUV class with the Toyota Fortuner, Mitsubishi Montero Sport, Ford Everest and Isuzu mu-X.

Newly appointed Foton Philippines SVP for sales Thomas Harrison explained in an exclusive interview with STAR Motoring that the company is expected to continue highlighting its SUV product, the Toplander. “That would be our key focus in personal-use vehicles. That’s a growth area for Foton going forward,” he shared, while acknowledging the main strengths of the firm. “As a company, our primary driver in business is in light-duty trucks for logistics, construction, (and) agriculture,” Harrison narrated. “Our heavy business group does well with our tractor heads and construction equipment, but light-duty trucks make up our core business.”

In a market saturated with choices, Foton’s strength, according to Harrison, is in punching above its weight class. “We have a segment-leading warranty and after-sales support. Our price point puts our SUV value in the AUV price range. Where we really lead there is by being offer a full-featured luxury SUV at an AUV price point. That’s where we lead,” he declared. “For aspirational buyers that have an AUV budget, they can now have an SUV (in the Toplander). They can have the space, the ruggedness, and the luxury of owning an SUV that is comparable to competitors in the segment.”

Foton, he continued, is aggressively pushing forward, and now goes head-to-head with its competitors’ promotions. “We’re offering so much more value,” Harrison insisted. “An excellent dealer network, after-sales support, better warranty, and a quality product with a Cummins diesel engine.”

Summed up Parado: “Our big goal is not only to satisfy the norm but exceed expectations.”

The Foton Toana is one of the largest and most capacious vans in the Philippine market today.