Ayala bullish on new vehicle venture

Maxus Philippines targets to sell at most 1,800 units of its China-made vehicles next year as the Ayala Group’s latest automotive brand aims to counter the notion against products made in China.

After launching the brand locally earlier this month, the company plans to sell 500 to 600 units at the end of the year.

With the 9-seater Maxus G10 and the 13- to 18-seater Maxus V80, the company wants to attract large Filipino families and companies in the cargo and shuttle business with vehicles that cost more than P1 million.

But in doing so, the company might also have to convince Filipino consumers that products made in China could be of good quality as well, just like Apple products.

Competition alone with other companies in the commercial vehicle segment is one thing. Countering a narrative against China-made products, at a time of rising tensions, is another.

“We really need to counter that,” said Maxus general manager Reginald See, commenting on the perception against vehicles made in China.

“Most of our gadgets, even shoes and even clothes, are all made in China, but the quality is getting higher and higher. So we’re banking on that. If you look at the [Maxus] vehicles, these are not poor quality vehicles. These are very good quality vehicles,” he said.

English firm Leyland DAF Vans launched the Maxus brand in 2004, before Shanghai Automotive Industry Corp. acquired the assets of the LDV Group and continued the Maxus brand.

“We have a modest target this year because it’s only six months from now [before 2018 ends]. We are looking about 500 to 600 units. But we plan to double or triple that by next year with new product offerings,” he said.