AFTER whetting the appetites of the market for its new, fashionable and below P1.5M compact SUVs last year, Omoda Philippines’ launch did not push through–a delay of three months. This left many disappointed, especially after the brand’s marketing blitz globally sold nearly 150,000 cars in a year since its debut.
News outlets had reported an expected arrival of both Omoda and Jaecoo in the Philippines before the end of 2023. The Omoda 5, the 5 EV, and Jaecoo 7 were showcased at the Auto Shanghai 2023, generating more buzz for their upcoming Philippine debut. Then there were random pictures in Makati and BGC of an Omoda SUV being unloaded from a truck. But nothing materialized.
In a press conference recently, Omoda and Jaecoo (O&J) Philippines Director Marco Chen confirmed that the brands will definitely launch side by side in a dealer in Manila, and will be debuting the Omoda 5, 5EV and Jaecoo 7, Jaecoo 8 and another yet to be revealed vehicle at the upcoming Manila International Auto Show in April this year.
Chen said that the delay in their launch was only because “we wanted to make sure all of the components for the launch in the Philippines is ready. This means dealerships are secure and the banks are ready to cooperate with us to make it successful.”
Officially the reason for the delay is the preparation of all the necessary elements to make a successful entry to the Philippines, a market which at this time is already saturated with Chinese car brands that are almost at par with each other in terms of powertrains, features, and even pricing. Unofficially, it is because the brand made sure that there was availability of vehicles, which have become best sellers in Omoda’s new markets globally because of the stunning designs and multi-layered features in powertrain, interior and its stunning designs.
Chen told journalists at the limited press conference, that in the markets where Omoda is already available–China, Russia, Mexico, Brazil, Morocco, Turkey, Egypt, and Indonesia– already sold over 135,000 last November and an additional 12,000 units for December bringing to a total of over 147,000 cars sold.
“In the Philippines our plan is customer first–this means make sure our models are right for the market which includes both ICE, hybrids, and full EVs,” Chen said responding to a question from Malaya Business Insight.
“We wanted to make sure all of the components for the launch in the Philippines are ready. This isn’t about setbacks, it’s about meticulous planning, ensuring every element is perfect for a phenomenal Philippine debut,” John Ezekiel “Uzzi” Asuncion, Brand Manager for O&J in the Philippines said.
Asuncion explained that part of the preparation was securing partnerships. Before the year ended, collaboration with BDO Bank for financing and a network of 10 dealer groups across the country were established.
Chen and his team aren’t just focused on the launch day.
“We’re both piloting and plotting the best course of action,” Chen stated. “We are building up a robust dealership network, securing strong financial partnerships, and most importantly, prioritizing the customer experience.”
Was it worth the wait?
O&J’s strategic pause ensures they’re not just another fleeting brand, according to Asuncion, whose experience in the automotive industry is a big plus for the brand’s positioning in the market. He also said that they are gearing up for a showstopping presentation at the 2024 MIAS, including test drives, a possible reveal of a PHEV, and the official announcement of their first dealership.
All these to make up for lost time and to declare their arrival on the Philippine automotive scene with a bang, not a whimper. — with Lech Quiambao.
