UAAGI wins Global Brand Breakthrough Award from Chery International

MANILA: The United Asia Automotive Group, Inc. (UAAGI), the official distributor of Chery automobiles in the Philippines, took home the 2021 Brand Breakthrough Award from Chery International.

The Chery Overseas Distribution Awarding Ceremony is an annual event conducted by Chery Automobile Co. Ltd., headquartered in Wuhu China. Its 2021 edition, which was held virtually, was attended by the entire Chery global network from over 30 countries. This program aims to acknowledge the global distributors that achieved excellence in performance across marketing innovation, branding, product upgrade, excellent service, and network building.

In a statement, UAAGI President Rommel Sytin said, "It is gratifying to see that all the hard work and efforts by the Chery Auto Philippines team and our fast-growing nationwide network of dealers are being recognized by our principals."

Among the Chery global distributors, only two countries — the Philippines and Brazil — received the Brand Breakthrough Award.

Since its launch in the local market in November 2019, Chery Auto Philippines has consistently showcased market resilience and flexibility despite numerous challenges.

Sytin recalled, "Just three months after our Philippine launch, the government imposed a nationwide lockdown due to the COVID-19 pandemic. We were forced to close our dealerships, yet we thought of ways on how to reach out to the Filipinos to offer Chery."

Before the pandemic hit the country, the operations of some dealers in Metro Manila and nearby regions were halted due to the eruption of the Taal Volcano. Several typhoons also affected the automotive industry, adversely decreasing vehicle sales in the whole country by as much as 50 percent.

"It was a challenging start, but we had to prove that our brand is stronger than these hindrances," Sytin stated.

Due to the community quarantine restrictions, Chery reinforced its digital presence through its official website, social media pages, and the Chery mobile application available on Google Play Store, Apple App Store, and Huawei App Gallery to make its products and services more accessible.

Chery Auto Philippines has also ventured into various marketing efforts to bring the brand forward. The company tapped superstar Coco Martin to become a brand ambassador, and sponsored the Chery Tiggo Crossovers volleyball team. It further established strong offline and online efforts through print and out-of-home advertisements.

Currently, Chery Auto Philippines has 18 dealerships nationwide, all of which are executing industry-leading aftersales programs.

"The Brand Breakthrough Award for the Philippines is an indication that Chery has been and will be striving harder. With this, we have gained more confidence that with our relentless efforts to build the brand, more and more Filipino consumers will get to know and appreciate the compelling value proposition of the Chery Tiggo models and put more of these in their garages. We will make Chery the Filipinos’ car choice," Sytin concluded.

Photos from the United Asia Automotive Group, Inc.

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