Foton Motor Philippines, Inc. (FMPI), the official distributor of Foton vehicles in the country, held a thanksgiving and dealers’ appreciation night last Friday at the grand ballroom of City of Dreams Manila where they announced a new marketing campaign created to reinforce the brand’s confidence by introducing opportunities for Filipino families and businesses through its product line and services.
Foton’s aggressive campaign has reaped rewards, and despite the challenges in the auto industry last year, it managed to jump to third spot in commercial vehicle sales, and ninth place from 12th place in the overall auto industry ranking from 2017 to 2018.
A joint report of the Chamber of Automotive Manufacturers of the Philippines Inc. (Campi), Truck Manufacturers Association Inc. (TMA), and the Association of Vehicle Importers and Distributors (Avid) showed a total vehicle sale of 401,803 units last year, lower than the 473,943 units in 2017, or a decline of 72,140 units equivalent to 15.22 percent year-on-year.
“Foton Philippines is entering its 12th year in the industry, and I very am proud to share that in 2018, Foton secured the ninth spot in the industry, a big leap from the previous year’s number 12 position, and number 3 when it comes to truck sales,” said Eric Zhang, country manager for Foton China, in his speech before dealers and special guests.
“This is a validation of all the hard work and dedication of everyone in the organization,” he added.
“Kayang-kaya embraces the spirit of resilience and capability that has been in our brand’s DNA since the beginning,” shared Foton Philippines president Rommel Sytin.
“Over the years, we have invested in improving the reliability of our vehicles, along with the continuous work on strengthening the customer experience through a focus on our after-sales service. That makes up the heart of this campaign,” he added.
From just 10 tables a few years back when Foton first held its dealers’ appreciation night, it became 36 tables strong with close to 400 attendees.
Sytin said: “Foton Philippines is in an expansion mode for 2019. We want to sustain what we’ve gained for 2018, from 12th place to ninth place in the industry ranking, a milestone achievement last year.
“We are looking at opening 8 more dealerships this year to have a wider market reach, and to cater the demand of end-users.
“Foton is also ranked number three when it comes to commercial vehicle sales last year, a notch higher compared to 2017’s ranking. This is testament of all the efforts done by our dealers and consumers’ trust to the Foton brand.”
Its strategy includes fortifying the brand’s nationwide launch of new passenger and commercial vehicle models, innovative and timely aftersales programs, and growing 3S (sales, service and spare parts) dealerships.
The Kayang-kaya campaign highlights Foton’s highly-improved capabilities focusing on customer-driven innovations that will aspire and brave their respective life journeys through the can-do attitude.
“We see this campaign as something relevant to the Filipinos. It does not just promote possibilities in capabilities, it also depicts our positive outlook in all situations, no matter how tough and challenging they get,” said Foton Philippines EVP Anna Maria Parado.
“Despite the storms, disasters and hardships that we experience, Filipinos are known for resilience, and when rising to situations like these, Kayang-kaya is something all of us can relate to,” she noted.
Parado added, “We also want to imply that with Kayang-kaya, we are not just the ones capable. Through our promotions such as low down payment and low monthly payment schemes, those in need of vehicles are given the biggest chances to avail vehicles that are heavy on features, yet light on the pocket in the most convenient ways possible.”
Riding on the government’s ’Build, Build, Build’ program
Sytin shared, “We arrived on Philippine shores last 2006, and started out with just a single pickup and light duty truck. Although the name was relatively new to the local market, I took the risk, and did the best that I could do to move this business forward.
“Now, our products have immensely grown, assembled in our 11-hectare assembly plant in Clark, Pampanga that is capable of producing 12,000 units annually.
“We have opened 27 dealerships (and counting) that are strategically located nationwide that are also capable of providing state-of-the-art parts and services for the customers’ convenience.”
Sytin said that this year, as the government continues its program for massive infrastructure building with its Build, Build, Build program, the demand for commercial vehicles especially in the light-duty and heavy-duty truck segments is expected to rise, leading to an increased demand for commercial vehicles.
One will see more and more Foton branded CVs and trucks on the road, especially in places where there is a high concentration of commerce and infrastructure development, he promised.
Foton’s brand equity has risen steadily over the years, and Foton vehicles have been proven to be a reliable workhorse and efficient mobility vehicles for families, business owners and even government institutions, thanks to the the brand’s commitment to support the creation of a more inclusive and sustainable society in which everyone can challenge their impossible.
The Kayang-kaya slogan shares how Foton becomes part of the daily living of Filipino families and businesses by highlighting real-life mobility stories that demonstrate values of love for the family, determination, hard work, and positivity.
The campaign includes the release of four 30-seconder videos entitled “Pag-uwi,” “Araw-araw,” “Panahon,” and “Tagumpay.” These are accompanied with the song entitled “Kayang-kaya,” the campaign’s official soundtrack composed and performed by Noel Cabangon.
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