Chery cars manufacturer boosts after sales service

CEBU, Philippines – As competition within the auto industry becomes stiffer these days due to the impact of the global financial crisis, Chery Automobile, a Chinese car manufacturer looks at providing its prospective clientele here in Cebu with better after sales service through opening a new service center in the North Reclamation area.

Despite the current crisis, the company looks at this expansion as a strategy to strengthen its position in the market, said Chery Cars Cebu dealership managing director Raymund Basubas.

He said that with the new 800 square meters service center located at the North Reclamation area, Chery Cars will be able to establish better after sales service that could potentially increase further its growing clientele.

In partnership with Yelgit Autoshop, the new service center will provide motorists from a general consumer base with services such as computerized car diagnostic, change oil, car check-up, and wheel alignment, among others.

“This move will provide more convenience to Chery buyers because now we have presence in Mandaue, Minglanilla and the North Reclamation Area. In today’s crisis, we need to do co-branding to enable us to compete,” said Basubas.

He added that providing better after sales service is the direction that Chery Cars want to take these days in order to create a better position in the market ruled by Japanese brands.

“We understand that it is hard to sell cars these days because of the global crisis so we are looking at providing our clients with a better after sales service so that when the economy gets better, Chery will be in a more established position in the market,” said Basubas.

He said that they put a lot of effort in strengthening their after sales service because they want to be at par in terms of quality in the global marketplace considering that Chery’s training center for Asia Pacific was established in the country.

“The training center for Asia Pacific is here in the country so eventually; we might have the opportunity to provide the needs of the global market in terms of qualified technicians. We have been constantly upgrading the skills of our people here in Cebu to prepare for this. We want to train enough workforce here so that we can also bring them to other Chery outlets worldwide,” said Basubas.

Currently, Chery Cars has already established strong presence in around 80 countries world-wide.

Basubas said that although there is indeed a slowdown in the auto industry, they were still able to rake in positive sales for the past months since they have started their operations here in Cebu last year.

He said that this year, they have been able to achieve their monthly target sales of 15 unit, which shows that they continue to thrive even against the backdrop of the economic crisis.

“Chery has not reached its full potential yet as a new player in the industry. Unlike other brands, we have minimum quota but we definitely have a growing market. Despite the fact that the economy is down, we still managed to post positive growth and our sales continue to increase,” said Basubas.

He said that they will continue to be an alternative brand for potential car buyers who want to own a brand new yet affordable car instead of buying a second hand unit.

“We want Chery to be positioned as a practical choice. We want to expand the market and develop our own niche. We don’t want to be in direct competition to other car brands in the market,” said Basubas.

“Now in times of crisis, one does not need a car as a status symbol but as an investment in order to be more mobile and be more productive. Now is the perfect time to purchase a Chery unit since we are still building up the brand, thus the affordable price,” he added. — Rhia de Pablo