Mazda intensifies Cebu operation

After years of low-key presence in Cebu’s local automobile industry, Japanese car manufacturer Mazda has now opened its doors to intensify its goal of serving the growing Cebuano demand of cars as a necessity with its recent launch of their first dealership outside Metro Manila.

Widely hailed today as the second most important metropolitan city in the country next to Manila because of its booming local economy, and being dubbed as the “Queen City of the South” for the trade, commerce and industry it brings to the Visayas and Mindanao regions as well as to some neighboring ASEAN countries, Cebu now plays host to Mazda’s fifth facility in the country and its first dealership outside Metro Manila.

Composed of about 1, 200 square meters of lot area, Mazda Cebu’s showroom eyes a huge potential for their Cebu operation having been located at the North reclamation area, one of the city’s most dynamic business districts.

In their newest showroom, Mazda showcases their top three car models such as the best-selling Mazda3, its Mazda6; their flagship vehicle with bragging rights of 120 awards and was named the Philippines’ 2005 Car of the Year by the Car Awards Group, Inc. and also the 2005 Best Entry Level SUV in the Philippines called as the Mazda Tribute.

“We are delighted to open Mazda in Cebu, and to serve the good number of Cebu customers who have brought in their Mazdas to the city. And we are likewise looking forward to formally introducing our products to everyone else,” said Gerry Alejandro, Mazda Philippines Managing Director.

After it has been soft-opened for four months, Mazda Cebu dealership president Albert C. Go revealed in an interview that they have already been able to generate an increasing sales volume this early due to the fact that the market in Cebu is also increasing because of its dynamic level of progressiveness plus the low financing schemes of banking institutions.

“Mazda being one of the world’s biggest car manufacturers, already has been able to establish a name of its own, we could have definitely gotten a bigger market share in this area if we had operated earlier,” said Go, also projecting to sell out about 20 to 25 mixed model units per month in their Cebu dealership.

Operating under the Ford Motor Company— Mazda’s largest shareholder, Mazda Cebu is expected to become the largest dealership in the country outside Metro Manila, said Richard C. Baker, the president of Ford Group Philippines in an interview with reporters.

Last year, Mazda Philippines was able to sell out 2, 000 vehicles contributing to a positive18% growth of the country’s entire automobile industry.

“The improving economics of the country, the stable peso, the bank’s low interest rates and the positive economic policies has helped the industry achieve this growth,” said Baker.

He added that although problems on smuggling is still burdening the industry sector, they are optimistic to achieve about 10% to 15% continued growth this year as players are aggressively pushing to wipe out this problem through several meetings with the government sector.

Originally established on 1920 in Japan under the Toyo Cork Kogyo Co., Ltd, Mazda Motor Corporation today still ranks as one of Japan’s leading automakers. With their assembly plant in Sta. Rosa, Laguna, Mazda Philippines has also been active on the exportation of completely-built up units (CBUs) to other Asian countries such as Thailand, Malaysia, and Indonesia. – Rhia de Pablo