Chevrolet welcomes next 100 years with spectacular Motorama
Americans are known to do things in a big way—drive big cars, eat big steaks, buy big packs of consumer goods. So it was only fitting that when Chevrolet, a leading American brand in the global automotive industry, celebrated its 100th birthday and welcomed the next 100 years, it did so by throwing big parties in 120 countries all over the world where it operates.
In Manila, The Covenant Car Company Inc. (TCCI), the exclusive importer and distributor of Chevrolet vehicles, parts and accessories in the Philippines, organized a grand Motorama extravaganza last weekend complete with a car exhibit, the launch of a new Chevrolet model (the Orlando SUV) and a sneak peak at another one (the Colorado pickup) plus live band performances, games, hourly raffle prizes, promos, freebies, cool treats, commemorative plates, fireworks, an American-style picnic, a drive-in movie (the third Transformers film starring the Chevy Spark) and a 100 all-Chevy motorcade. Chevrolet Philippines’ centennial celebration was held open to the public at the Music Hall, SM Mall of Asia, attracting an endless influx of crowds from November 11 to 13.
The Motorama is part of Chevrolet’s 100-year history since the first one in 1949 was held to showcase the future of motoring. Chevrolet was actually founded on November 3, 1911, by Swiss-born race car driver and automotive engineer Louis Chevrolet and William Durant, who was to become president of General Motors five years later and bring the Chevrolet brand into the GM fold; but TCCI decided to kick off Chevrolet’s 100th birthday party on the auspicious date of 11-11-11 to capture its once-in-a-lifetime cachet.
Short span
Significantly enough, it was only in 2009 that TCCI was appointed by General Motors Southeast Asia Operations as an independent and exclusive importer and distributor of Chevrolet in the Philippines. But in the short span of two years, TCCI has grown the Chevrolet brand with 16 dealers nationwide, its progress highlighted by the Chevy Cruze winning the coveted Car of the Year Philippines award for 2010-2011 and the No. 1 spot in Customer Satisfaction in After-Sales Service per the independent survey conducted by J.D Power & Associates Asia Pacific.
All the more reason to celebrate! The revitalization of the Chevrolet brand in the Philippines contributes to parent company GM’s goal to build a successful new GM worldwide by restructuring the corporation and regaining the trust and confidence of its customers. Seen at the press dinner on November 11 at Abe’s on the second floor of SM MoA were United States Ambassador to the Philippines Harry Thomas Jr., showing support for Chevrolet as an iconic American brand; GM Southeast Asia Operations President Martin Apfel and VP for Sales, Marketing and After-Sales Antonio Zara (who, by the way, is a Filipino); TCCI Chairman Emeritus Richard Lee and TCCI President and Managing Director Albert Arcilla. Plus the Chevrolet brand ambassador, actor Ryan Agoncillo.
Show stealers
The centerpiece of the Motorama was a 1955 Bel-Air convertible in mint condition, bringing back memories of the years when the Bel-Air, Impala and Malibu were assembled by the Yutivo family-owned General Motors plant and were seen cruising the streets of old Manila. That’s how far back Chevrolet was already a part of the daily lives of Filipinos. The ’55 Bel-Air and a 1974 Camaro with black racing stripes practically stole the show from the latest Chevrolet models that were displayed and offered for sale at promotional prices with freebies for on-the-spot buyers such as the limited edition Chevrolet Centennial Commemorative watch by Swatch, a car care kit and/or a 32-inch LCD TV set. The Aveo, Cruze, Captiva, Orlando, Suburban and Traverse were also on hand for test drives by prospective buyers.
But the real magnet, the most spectacular number on the Motorama’s agenda, was the traffic-stopping motorcade of 120 classic and new Chevrolet cars that circled around the SM MoA complex twice. After the motorcade, the cars were parked in an open parking lot near the Nido Science Discovery Center to allow people to admire them up close and take photos. The 100 all-Chevy motorcade not only showcased the Bowtie’s rich tradition and heritage, but also the milestones of its century of development in automotive design, technology and value.
As TCCI president and managing director, Atty. Arcilla said in an AVP presented during the program: “The Motorama is a great way for us to engage the steadily increasing network of Chevy enthusiasts that have been instrumental in growing the brand Chevrolet in the Philippines and for our two-year-old company, Chevrolet Philippines. . . .We are truly grateful to the Filipino market for such a warm welcome and for making Chevrolet a part of their life’s journey.” With such a receptive market, no wonder TCCI aspires to build a CKD program in the near future and aims to make Chevrolet one of the top three automotive brands in the Philippines.
