Volkswagen Group, the largest automotive manufacturer in Europe, has reopened its doors in the Philippines, as the company targets to further expand and cement its presence in Asia Pacific.
“The time to come back to the Philippines is now. The Asean market, including the Philippines, is the next frontier for Volkswagen in the Asia Pacific Region,” said Weiming Soh, executive vice president of Volkswagen AG.
“We are very excited to reconnect with the Filipino market, knowing how well loved Volkswagen is in the Philippines. Volks, being a status icon here, as it is around the world, is like no other car before or after,” Soh added.
Volkswagen AG has partnered with the Ayala Automotive Holdings Corp., which plans to open next year six new dealerships.
Its first dealership at the Fort Bonifacio opened over the weekend, following a grand launch on Friday.
Showcased during the launch were the Touareg, Jetta, Touran, Tiguan, Phaeton, Golf, CC, Polo Hatchback, Beetle Cabriolet and the Beetle Classic.
Prices start at P1.295 million for the Jetta 2.0; P1.775 million for Touran; P2.109 million for Tiguan; and P4.29 million for the Touareg.
“Ayala Automotive Holdings is honored to be instrumental in bringing back an icon to the Filipino people. A heritage brand, Volkswagen is indeed the original people’s car, and as a company that cares deeply about the Filipinos, that is a personal pride for us,” said Fernando Zobel de Ayala, president and COO of Ayala Automotive’s parent firm, Ayala Corp.
John Philip S. Orbeta, chair and president of Ayala Automotive, noted the bright prospects for Volkswagen in the country, noting that the “market is growing and so we need to offer more choices.”
“We’re targeting the consumer that would aspire for a German car. All the German cars in the Philippines are luxury cars and we believe that Volkswagen will offer consumers an aspirational point of being able to own a German car that is precision-engineered, safe, and reliable at affordable prices,” Orbeta said in an interview with reporters Friday night.
Orbeta disclosed that the company already has 28 Volkswagen units in the Philippines with another 70 units arriving within the next few weeks.
There are firm orders in place, but the company declined to cite sales targets, noting that it was still early to do so.
Meanwhile, Soh expressed confidence in the Philippine market, noting that the group expects to sell more than 5,000 units a year, and to have a market share of at least 5 to 10 percent.
Asked if Volkswagen will be keen on opening a production plant here, Soh only said that while the opportunity is there, “it was too early to tell.”
The Volkswagen Group has 12 brands including the Volkswagen passenger cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen commercial vehicles, Scania and MAN.
Currently, the Volkswagen Group operates 104 production plants around the world, with more than 550,000 employees producing more than 37,700 vehicles per working day.
Soh acknowledged the Ayala group as a strong partner, backed by a long and illustrious heritage.
“A strong partner is critical to our success. Hence, I am personally delighted that we have forged an alliance with the Ayala Group. Together with Ayala Corp., let us all celebrate the return of the original ‘People’s Car,’” Soh added.