Bright Horizon Cars Philippines

By Ulysses Ang — June 29, 2011

There’s still a stigma levied on Chinese cars, labeling them as rubbish or poorly built; after all, this perception may have been shaped by early models that first came out. However, like the Japanese and Korean brands of today, the Chinese, particularly FOTON, has come a long way. Beyond the affordable prices, FOTON shows that their commercial vehicles boasts of world-class technology built to exacting global standards.

Established in August of 1996, Beiqi FOTON Motor Co., Ltd. or more commonly known as FOTON is a relatively young brand. Yet, in less than 15 years, they have become the world’s best-selling commercial vehicle brand as well as its second largest manufacturer. Today, the state-owned holding company boasts of an expansive line-up from pick-up trucks to heavy trucks and even passenger buses. All in all, they have sold more than 2.65-million vehicles in 156 different countries around the world. Employing more than 26,000 people, FOTON has an annual capacity of 730,000 vehicles in its 12 manufacturing bases around the world.

With its core philosophy of “first-class technology, first-class management, first-class brand”, FOTON has been investing in commercial vehicle research and development. FOTON has five R&D centers scattered around the world (Germany, Japan, USA, Thailand and Taiwan) employing some 2,580 research personnel. Moreover, FOTON has signed a cooperative agreement with Daimler AG (the world’s largest commercial vehicle manufacturer) in 2009. FOTON has even entered into a partnership with Cummins, the renowned engine manufacturer producing heavy-duty diesel engines in China. Now, FOTON boasts of a partnership with brands such as Eaton, Lotus, Motorola, Bosch and Mercedes-Benz.

In the Philippines, FOTON partnered with the United Asia Automotive Group, Inc. (UAAGI), also known as FOTON Motor Philippines (FMP) in 2006, and has acted as the brand’s exclusive distributor ever since.

Starting off with the Blizzard pick-up truck, FMP’s line-up has now grown to encompass seven models, three of them catering towards families and light-duty work: Blizzard, MP-X and View; while four of them are for business: Tornado, Hurricane, Mini Coach and ETX Tractor Head. The Blizzard, in particular, has become renowned in the Philippines for its value and performance, capturing the Best Pick-Up plum twice at the annual Car of the Year – Philippines, presented by the Car Awards Group (CAGI). The MP-X has also been bestowed with the honor of Best Entry-Level MPV. The View has also earned some ‘street credentials’ and has tickled the interest of renowned vehicle customizer, Atoy Llave, who has been “pimping up” the van since its market debut.

Whatever FOTON you choose, they’re all powered by high-tech diesel engines. With displacements ranging from 2.5-liters to 11.6-liters, they all pass Euro II standards (except for the MP-X, whose 2.8-liter common rail direct-injection engine passes the more stringent Euro III standard).

FOTON Motor Philippines has grown to 15 dealerships nationwide in all regions of the country: Balintawak, EDSA, Pampanga, Nueva Ecija, Pangasinan, Isabela, Laguna, Bacolod, Iloilo, Cagayan de Oro, Bohol, General Santos, Davao, Cebu and Zamboanga. Additionally, they have 51 Accredited Service Centers nationwide. With such a nationwide reach, FOTON assures its customers of the best in available after-sales service as well as spare parts availability. As Mr. Antonio Cervales, Jr., Operations Manager for Cebu Pacific Cooperative said, “FOTON vehicles are very easy on the budget. They proved to be not only affordable but also high-performing. An oil change is not too costly and spare parts are widely available.”

Aside from private enterprises and businesses, FOTON’s reliability and dependability has been recognized by the Philippine government and has made them a part of its large agency fleet.

With continuously robust sales, FOTON Motor Philippines has received the Breakthrough Award for Southeast Asia award by FOTON China in 2009.

“FOTON’s payment schemes are easy on the budget. That’s something practical for businesses like ours. Compared to other Chinese brands and even second-hand units, we get a quality, brand new product with a good warranty,” said Mr. Louie Estrellanes, President/Owner of MBE Forwarders.

Like its diamond-shaped logo, FOTON’s future is surely shining. It’s aiming to develop its brand name as well as expand its impressive brand portfolio. Moreover, FOTON is constantly challenging itself to be completely competitive in the global landscape. In the Philippines, through its partnership with UAAGI, FOTON aims to be the country’s premiere commercial vehicle brand. It’s by no means an easy feat, but by putting their customers at the forefront of their business, there’s little doubt that they will succeed.

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