Ayala launches Volkswagen brand, holds weekend display at Greenbelt

Ayala Corporation pulled out all stops for the grand launch of Volkswagen Philippines, under Ayala Automotive Holdings Corporation. The launch was held at Ayala Tower One and Exchange Plaza, highlighting the brand’s heritage under the theme “The Time is Now.”

Weiming Soh, Executive Vice President Volkswagen AG, President Commercial Operations of Greater China and ASEAN said, “Volkswagen started with a vision. When Ferdinand Porsche developed the first Volkswagen prototype, his dream was to create a car that was affordable for everyone. This idea of “mobility for all” for people across all ages stands for the foundation on which our brand is built.”

“The time to come back to the Philippines is now,” Soh added. He furthers, “The ASEAN market, including the merging market in the Philippines is
the next frontier for Volkswagen in the Asia Pacific Region.” “We are very excited to reconnect with the Filipino market, knowing how well loved Volkswagen is in the Philippines. “Volks,” being a status icon here, as it is around the world, is like no other car before or after,” Soh added.

Today, Volkswagen Group is the largest European automotive manufacturer, featuring 12 brands such as Volkswagen Passenger Cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen Commercial Vehicles, Scania and MAN. Currently, the Volkswagen Group operates in 104 production plants around the world, with more than 550,000 employees producing more than 37,700 vehicles per working day.

Mr. Soh noted that despite the brand’s huge presence in Europe and China, their share of the 4-million unit ASEAN market remained small. That would presumably change soon as the brand is looking for opportunities within the region.

During the launch, Volkswagen showcased the Touareg, Touran, Tiguan, Phaeton, Golf, CC, Polo Hatchback, Beetle Cabriolet and of course, the Beetle Classic. The initial local lineup for local sales are the Beetle, Jetta, Tiguan, Touareg, and Tiguan.

Soh also acknowledged The Ayala Group, an equally strong corporation backed with long and illustrious heritage and record of success as Volkswagen’s partner. “A strong partner is critical to our success; hence I am personally delighted that we have forged an alliance with The Ayala Group. Together with Ayala Corporation, let us all celebrate the return of the original “People’s Car”,” Soh said.

The brand launch will be marked with an elaborate two-day People’s Car Celebration public display at the Greenbelt Park in Makati and will culminate with an online raffle of the new Volkswagen Beetle.

For their part, Fernando Zobel de Ayala, president and Chief Operating Officer of Ayala Corporation, says “Ayala Automotive Holdings Corporation is honored to be instrumental in bringing back an icon to the Filipino people. A heritage brand, Volkswagen is indeed the original people’s car, and as a company that cares deeply about the Filipinos, that is a personal pride for us.”

As it is, VW Philippines has positioned itself as a rich-people’s car, a premium brand with prices 10-20% higher than their Japanese, Korean, or even French, counterparts. But another way to look at it is that they are selling German-engineered cars at a relative bargain compared to the likes of luxury brands Audi, BMW, and Mercedes-Benz. However the brand strategy will unfold, there’s no denying that Ayala has big plans for VW. And it all re-started with the grand launch held on Friday.