Berjaya Auto Philippines

New Mazda outfit
By Earl D.C. Bracamonte

Berjaya Auto Philippines Inc. officially began its business operation in the Philippines as distributor of Mazda vehicles, parts and accessories, at the start of 2013, following a formal signing ceremony held last September between Mazda Motor Corporation and Berjaya Auto Philippines Inc.
“You may recall our excitement and eagerness last September when Mazda Motors Corporation and the Berjaya Group announced the formation of Berjaya Auto Philippines and its role as distributor of Mazda in the country starting January this year. Since then, we have been working tirelessly, building the team and getting things ready for this day.Last week, we shipped out the first parts delivery to our dealers.The first batch of cars will start to arrive at the port by month end,” declared Steven Tan, CEO of Berjaya Auto Philippines.
Dato’ Francis Lee, the Executive Director of Berjaya Corporation Berhad, said the appointment of Berjaya Auto Philippines Inc. as the Mazda distributor in the Philippines 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 Inc. sponsored the Mazda dealers from the Philippines on a tour of Berjaya Corporation and Bermaz Motor in Malaysia as part of a “meet and greet” betweenBerjaya Group and their new dealer partners. “Bermaz Motors is the Mazda distributor in Malaysia as well as a shareholder in Berjaya Auto Philippines Inc. through Bermaz Motor International.,” Tan continued.
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 Inc. as a distributor.

“Today, as we begin a new chapter for Mazda in the Philippines, the most significant change for the Mazda brand is that we are free to bring Mazda to its fullest potential.This year is truly the re-birth of Mazda in the Philippines.
“We have been planning for the launch of Mazda under Berjaya Auto Philippines Inc. since August last year—hiring and building a team, developing the business infrastructure and making a business plan. We areall excited to get started with the tremendous support from the dealer network and the entire Berjaya group,” Tan continued.
He emphasized that one of Berjaya Auto’s first order of business is to extend the accessibility of Mazda vehicle sales and after sales 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 to 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 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 line-upwithin the next two to 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 multi-awarded SkyActiv technology,a revolutionary technology that delivers superior real world fuel efficiency, will improve overall vehicle performance and driving dynamics. SkyActiv powertrain and chassis, which are showcased through the Mazda CX-5 SUV, will be at the forefront ofMazda’s primary brand communication this year. CX-5 won the prestigious Japan’s Car of the Year Award for its car industry’s 2012-2013 season.
“SkyActiv will provide fuel efficiency without compromising on engine performance. That’s fuel savings but more ‘zoom zoom’ power. Significantly, we have the support and oversight of the immense resource and experience of both the Berjaya Group and Bermaz Motors, as well as our partners in Mazda Motor Corporation. Fortunately for us, the Philippine economy is robust and growing.We have excellent products – cars that are stylish, intuitive, high quality, fuel efficient and so good to drive,” the chief executive said in closing.
With Berjaya Auto Philippines Inc. 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 driving experience.
Mazda’s authorized dealers in the country are located in Alabang, Quezon Avenue and Greenhills as well as in the cities of Cagayan de Oro, Makati, Batangas, Dagupan, Pampanga, and Cebu.


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