The brand builders

For those who know about cars, trucks and all things mobility, the name United Auctioneers has long been established as a company built on grit, excellence and innovation. It was also the first among many for a group of “brand builders.”

Originally starting with “surplus” engines for cars, trucks and boats in a small lot outside Metro Manila, United Auctioneers eventually relocated to Subic and grew into selling SUVs, construction equipment and eventually heavy equipment through auctions that the company professionalized with experts from abroad.

But unlike their counterparts in the trade, the family behind it all, the Sytins, did not stay in the lucrative comfort zone. Slowly but intently, they searched for potential areas or products for investments and eventually partnered with Foton Trucks, said to be the largest truck brand in China.

From the start, the group knew they had to professionalize their entry into the market and so they ran the business almost the same way their Japanese competitors did. It was no easy task, requiring hands-on management and aggressive offerings for product and parts warranties and setting up service centers in every target market. What the Japanese did, they did more.

Following the Thailand mode, they concentrated in the provinces where most vehicles outside city centers were generally trucks or pick-ups. After establishing their brand and reputation with Foton trucks, the group slowly brought in Foton pick-ups that are now head-to-head even with US or Japanese brands.

After that, the group built an assembly plant inside an 11-hectare facility in Clark, Pampanga where they assemble 12,000 units of various Foton vehicles, ranging from mini to light trucks, from cab and chassis units to fully assembled purpose-built units, modern jeepney, 32-foot dump trucks, heavy duty tractor heads.

They also invested in a P300-million parts and quality control facility. All this supported and operated by 700 personnel from nearby towns in Pampanga.

For a while, it seemed like the Sytins had reached the sweet spot of success. But unexpectedly, the group decided to carry the Chery brand in the Philippines, focusing on the Chery Tiggo line of crossover SUVs and medium-sized crossover SUVs.

More recently the group has made the boldest move ever. They have added two upscale brands, namely BAIC luxury SUVs and Lynk & Co vehicles designed for the young professionals. This completes UAGI’s product offerings from practical & functional all the way to multi-generational and luxurious motoring choices, all under an even stronger brand: United Auto Group Inc. (UAGI).

They have also invited and assembled a team of respected industry veterans known for their accomplishments in previous engagements with major Japanese, American, European and Korean automotive companies in the Philippines.

For the first time, the United Auto Group Inc. recently conducted an all brand-all model roll out and test drive of the latest models of Foton, Chery, BAIC and Lynk & Co from Centris in Quezon City to Clark, then to Subic and back to Manila. Immediately, 33 working members of media signed up for the rare opportunity and in the end, the event put together 50 participants, all trying their best to drive every available model, especially during the overnight stay at the ACEA Resort.

For transparency and honesty’s sake, a two-day overnight drive was not enough to properly understand and appreciate all the technology and features of the various brands and models made available to members of the media. I could not even get my hands on the Lynk & Co that all the young media had cornered.

Suffice it to say that I was very impressed with the level of technology, features, looks and comfort of the vehicles. The crossovers and SUVs were highly similar but very evolved. I learned from a product expert that many features or technology were shared among models of the same brand, but I really could not tell except if I looked under the hood.

Unlike in the past when instrumentation and on-board info-tainment were tiny, the BAIC and Chery models seemed to have laptops on the dash, which was great for people with limited vision or who want to see everything on screen and at a touch, especially from the rear seat.

When I asked about the electric vehicles and hybrids, actual users shared that they were very economical, had range and one guy even told me that he charges his Chery Hybrid at home, and he did not notice any major spike in his monthly electric bill. If I get the chance, maybe I can finally have the guts to drive the hybrids up to Baguio and back and write about it.

Speaking of the Chery Tiggo 8, someone showed me the semi-driverless feature or lane sensor feature. As we drove down from Subic to Clark, the vehicle stayed on lane even on a slight curve. During the ride on one of the Foton Tunland units, I heard the speed limiter kick in and started beeping when the guy at the wheel exceeded 105 kph. These safety features are certainly useful for people who do long drives or just want the added extra measure of safety. By the way, for pick-up lovers, sitting inside the Foton Tunland unit felt more like being inside an SUV.

As a consumer, I asked the price comparison of the different vehicles versus their nearest competitor and the higher the model the bigger the difference. My impression is that these brands offer the latest in design style, comfort, safety features and are more than competitively priced versus other brands.

Without a doubt, UAGI/United Auto Group Inc., with the team effort of experts and professionals, is well on its way to adding to their reputation of being true “brand builders” in the Philippine automotive industry.

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