Story & Photos by Ronald Rey M. de los Reyes
IMAGINE a person you’ve dearly watched grow up from infancy all the way to becoming a mature individual. For this scribe, that’s how he sees the Foton brand in the country—now a full grown company which has already achieved leaps and bounds.
For 11 years now since it first arrived in our shores, the Chinese carmaker has attained milestone after milestone—and is still ever-hungry, adamant and moreso relentless. In fact, in their recently concluded Dealers Appreciation Night at City of Dreams in Parañaque wherein Foton A. Bonifacio was named Dealer of the Year for 2018, the company clearly expressed and established its triumphant feat.
“From 10 tables, it grew, and I’m very happy to see that we have reached 36 tables tonight. It’s a clear message that the Foton family is growing,” shared its head honcho Rommel Sytin as he reminisced the beginning of such affair years back.
“This year is a milestone for the Foton brand, and for the whole Foton family, that we have reached the top 10 mark in the local automotive industry.”
Sytin, even further intimated that he’s sincerely grateful to everyone for making this dream come true. Foton, then, is the first brand out of Japan and the United States that has made it in the top 10 of the local automotive industry.
“I asked you guys if we can do it, sabi niyo kaya, and true enough, we’re able to deliver,” he added.
A look back in 2018
THE year that was proved difficult for the industry as combined local vehicle sales dropped by 15.22 percent with total vehicle sale of 401,803 units last year, lower than the 473,943 units in 2017 or a decline of 72,140 units.
Despite this, Foton still secured the ninth spot in the industry, a big leap from the previous year’s 12th position and third in truck sales.
Moreover, Foton was also able to open three dealerships last year in Cainta, Talisay Cebu and Bauang La Union. “This is a validation of all the hard work and dedication of everyone in the organization” Foton Philippines AVP for Dealer Sales Operations Levy Santos meanwhile stated.
“Our sincerest thanks to all.”
Moving forward
“FOR 2019, our aim is to increase market share,” Sytin, on the other hand, further conveyed.
He added: “What we can commit for 2019 is the continuous improvement of our products and services. We want to provide what they want and what they need especially for commercial vehicles. We will keep on improving. Our full lineup of Euro 4 vehicles, are already available.”
The company is further strengthening its partnership with the government in their various “Build, Build, Build” projects, which mostly entail the need for their heavy-duty trucks, the ETX 340, GTL 8 and ETXN models, among others.
Furthermore, they are aiming to open eight more dealerships this year in Luzon, the Visayas and Mindanao. Not to mention their eight-car-and-truck display set at the upcoming Manila International Auto Show this April to further boost their brand presence in the country.
“Kayang-kaya”
TO further add spice, they also launched their “Kayang-Kaya” brand campaign on the same night of revelry.
The campaign composed of video commercials portraying an OFW and other known Filipino roles and activities that, in a way, reflected the company’s can-do attitude and that for them, no matter the struggle, anything is possible.
In fact, Foton PH’s Executive Vice President Anna Parado even perhaps best said it: “Knowing that the people we trust, trust us back, we find things and people that can help us, that we can trust and rely on. Sometimes all that matters is that the people most important to us support us. And then we come to think, ‘kaya ko ‘to!’ and we give that commitment to all our customers, and to you our partners in the industry…we will continue to grow and develop, to be better and be greater, because as long as we have you by our side continuously supporting us, we can achieve more. And to this I say: Kayang-kaya!”
Image credits: Ronald Rey M. de los Reyes