New Mazda team ready for action

It’s an M&M combination that the people behind it are confident would result in a successful business so sweet, like those multicolored chocolates.

Expanding their business interest here, Mazda and Malaysian firm Berjaya officially unveiled last Friday Berjaya Auto Philippines Inc. (BAP) as the local distributor of Mazda vehicles, parts and accessories.

Malaysian principals of Berjaya Corporation Berhad flew in from their Kuala Lumpur headquarters to join the local management team to formally declare that they are now open for business, less than four months after the signing ceremony between Mazda Motor Corp. and Berjaya Auto Philippines Inc.

Dato’ Francis Lee, the executive director of Berjaya Corp. Berhad, said the appointment of BAP as local distributor shows Mazda’s confidence in Berjaya’s ability to promote and grow the Mazda brand.

“Our success in Malaysia as Mazda distributor gave us the confidence and experience to push forward in terms of expanding into Asean. Our business within this region is diverse, and this latest Mazda distribution business continues to build on the tremendous synergy across the group of companies. We have a team here comprised of professionals with regional and local experience.”

In the last quarter of 2012, Berjaya Auto Philippines sponsored the Mazda dealers from the Philippines on a tour of Berjaya Corp. and Bermaz Motor in Malaysia as part of a “meet and greet” between Berjaya Group and their new dealer-partners. Bermaz Motor is the Mazda distributor in Malaysia as well as a shareholder in Berjaya Auto Philippines Inc. through Bermaz Motor International. In Malaysia, the dealers experienced the extent of the business diversity of the Berjaya Group, as well as the success of the Bermaz operation in Malaysia that boosted their confidence and established the credibility of Berjaya Auto Philippines as a distributor in the eyes of the dealers.

“We have been planning for the launch of Mazda under Berjaya Auto Philippines since August last year—hiring and building a team, developing the business infrastructure and making a business plan. We are all excited to get started with the tremendous support from the dealer network and the entire Berjaya Group,” Steven Tan, the chief executive officer of Berjaya Auto Philippines, said.

He emphasized that one of Berjaya Auto’s first order of business is to extend the accessibility of Mazda vehicle sales and aftersales service to more locations across the country. This will entail encouraging current dealer-partners to invest and extend their market coverage. In some cases, that may mean bringing in new dealer investors.

“Realistically, we are looking at about five-six new dealerships this year. Some of the constructions are already in progress. There are still plenty of high-potential locations across the country that Mazda can establish a presence in and delight the customers with our stylish, high-quality and fuel-efficient vehicles.”

Tan also promised that 2013 will be an exciting year for Mazda where Filipinos will see continued improvements in the brand’s products and service offerings to further highlight Mazda’s unique product and quality craftsmanship as a Japanese import brand. Tan also hinted at a possible revamp of the entire Mazda product lineup within the next two-three years to bring further excitement to the market.

Filipinos will also see more of Mazda’s new “KODO-Soul of Motion” design theme implemented in future Mazda models in order to create an even stronger visual impact among the new generation of Filipino car lovers today. Plus, its much-vaunted and multiawarded SKYACTIV technology, a revolutionary technology that delivers superior real-world fuel efficiency while improving overall vehicle performance and driving dynamic. SKYACTIV powertrain and chassis, which are showcased through the Mazda CX-5 SUV, will be at the forefront of Mazda’s primary brand communication this year.

With Berjaya Auto Philippines now at the helm of Mazda’s business in the country, Tan said they will continue to create and implement plans to make Mazda vehicles a top-of-mind choice among Filipinos and provide them with Mazda’s exhilarating “zoom zoom” driving experience.