Geely outlines Philippines strategy after taking over distributorship – lower prices, better after-sales

Having taken over the Philippine distributorship under a direct subsidiary model last month, Geely has outlined its strategy for the archipelago. According to CarGuide, Geely Motor Philippines intends to offer more competitive pricing, updated models and an improved after-sales experience – the latter reportedly being a key issue previously.

The brand relaunched with new pricing for the GX3 Pro (an A-segment SUV known as the Vision X3 in China) and the Emgrand sedan (known to you and me as the Proton S70) that is up to 79,000 pesos (RM6,060) cheaper. This is despite the latter being revised as part of the brand’s relaunch with a black interior, extra power and more kit.

An exception was the Coolray (sold here as the Proton X50), which was given the Binyue Cool major facelift as part of the brand’s relaunch this week. The car not only gets completely new front and rear fascias but also a redesigned interior and a 174 PS/290 Nm 1.5 litre turbocharged four-cylinder engine to replace the outgoing 177 PS/255 Nm three-pot. As a result the starting price actually went up by 40,000 pesos (RM3,070) to 1,099,000 pesos (RM84,300).

This is accompanied by a couple of updated models that will be headed to Philippines this year as part of a four-car launch plan. The Okavango (sold here as the Proton X90) is set to be facelifted – likely taking after the Haoyue L in China, with a new front fascia and the aforementioned four-pot mill – while the Azkarra will also be renewed. That car will likely take the form of the Atlas/Starray, a rebadged Boyue L. Plug-in hybrid models are also on the cards, CarGuide writes.

New versions of the Okavango (left) and Azkarra are coming to the Philippines soon

Last but certainly not least is after-sales. Geely has apparently struggled with a lack of spare parts and poor after-sales service (do these issues sound familiar?), so to solve that Geely Motor Philippines has set up a 4,700 sq m parts facility, utilising air freight for urgent orders and land or sea freight for regular and stocking orders.

The parts inventory includes maintenance items, warranty components, body repair and paint parts, lubricants, accessories, merchandise, special service tools and consumables. Two other parts warehouses – one in Cebu, the other in Mindanao – will be operational by the second quarter of the year.

Meanwhile, a new customer initiative, Geely Go, will be introduced, connecting sales, after-sales and brand experiences and tapping Philippine owners into a global community, the company says. Part of this is a referral programme that provides maintenance vouchers until March 31.

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