JMC isn’t a new commercial vehicle brand in the Philippines.
Like many Chinese brands that have come earlier, Jiangling Motors Corporation, chose a local partner, back then it was Star Motors in Sta Rosa, Laguna, to assemble and distribute its trucks and pick-ups as well as a limited-run SUV called the Orion.
The original JMC sold very well, proving its reliability and value many times over. The JMC pick-ups were favorites of last-mile delivery companies and sold vigorously in the Visayas region with clients from the energy, and cottage industries. Its trucks, built based on tried and tested Isuzu platforms, engines, transmissions, and suspensions were not only comparatively inexpensive, they were also built to last.
According to an insider from the now-defunct Star Motors, of the nearly 4,000 trucks and over 1,500 pickups it sold during its 10-year stay as JMC Philippines, 90 percent are still running, because it has swappable parts with Isuzu.
Fast forward to 2023, and JMC continued to dominate China’s competitive pickup truck market, with a staggering 23 percent market share.
Global automobile distributor Astara is now JMC’s exclusive distributor in the Philippines. JMC’s return is significant because it brings a renewed hope to the thousands of trucks and pick-up orphaned once by the closure of Star Motors and a nationwide network of JMC dealers.
Astara reinvigorated the brand, starting with the hiring of Arlan Reyes, an industry veteran, versed in the whole automobile industry with particular skills in making brands well known.
“JMC is built upon innovation and customer value. As a pickup truck leader, we aim to elevate the JMC brand in the Philippines, providing Filipinos with cutting-edge choices that prioritize quality and versatility,” JMC Philippines Brand Head Arlan Reyes said in a press statement.
In China, JMC has carved its name as a leading force in China’s pickup segment. Since its first vehicle assembly in 1968, the brand has witnessed phenomenal growth across all aspects of its business, from manufacturing to sales and service
JMC’s distinguished lineup unveils a compelling narrative of engineering expertise, continuous development, and groundbreaking innovation. In 2001, they launched their first self-developed pickup, the “Boarding.” This fuel-efficient and comfortable vehicle, driven by extensive R&D, rivaled the quality of its imported counterparts, becoming a testament to Chinese craftsmanship. The Boarding continues to receive upgrades and remains a top-seller in China to this day.
JMC ushered in a new era with the “Vigus. (called Vigor in some markets including the Philippines)” Launched in 2012, the Vigus aimed to answer the evolving demands of the pickup market, particularly as technological advancements swept through the industry.
JMC’s pinnacle achievement lies in its 2023 flagship, the “Grand Avenue” (known as “Dadao” in China). This multifunctional powerhouse transcends the limitations of a typical pickup. Packed with cutting-edge technology and impressive engine power, the Grand Avenue is an engineering marvel. It boasts a new platform with a large wheelbase, designed for exceptional strength, agility, and maximum performance.
Each vehicle in JMC’s lineup represents a chapter in the brand’s legacy, its vision to become the ultimate partner in smart mobility and offer the perfect companion for every journey.
JMC is poised to conquer the Philippine pickup segment, offering Filipino drivers an unparalleled experience through its all-new models. Backed by a proven legacy of success, the Astara-backed JMC venture promises to significantly transform mobility in the Philippines.
“JMC’s story embodies innovation, progress, and a relentless pursuit of excellence. This legacy empowers us to continue shaping the future of mobility in the Philippines,” Reyes said, expressing excitement about sharing brand-new models with Filipino drivers.
