SUZUKI San Pablo is a David versus Goliath story.
“When we started in the province, we already saw the potential of building shop in San Pablo City–where there are also so many other car brands–so we were faced with both a huge market and stiff competition,” Raymund Basubas, a veteran auto industry person and now Gateway Group President. Gateway is currently one of the largest car distributorship networks with over 10 brands and over 130 dealers. Suzuki ranks in the top three of Gateway’s brands.
The challenge in opening in San Pablo was looking for a proper location.
The first Suzuki San Pablo dealership wasn’t a dealership at all. It was a micro-sales shop–a tent infromt of Caltex gasoline station at the vertex of Maharlika Highway and Colago Avenue. The tiny sales outlet was very basic–simply a display area for cars with a tarp to call attention.
From micro-sales outlet to satellite dealership
That changed in 2021 when the sales outlet became a “satellite” dealership, which was launched
virtually in March that year. In December 2020, the Gateway Group even conducted a groundbreaking event at the site where the current 3S dealership stands. The dealership would take the name Suzuki Auto San Pablo. And instead of being under a collapsible tent, it took over the space of the convenience shop in that Caltex dealership and converted it into a mini-dealership, 2S for sales and service.
“When we did the groundbreaking in 2020, we felt confident that even in the middle of the pandemic–with basically no sales happening–that things would get better quickly. Suzuki Philippines also appreciated the gusto by which the Gateway Group was operating, taking advantage of the slowdown in the economy to build up its assets,” Jude Racadi, Suzuki Philippines (SPH) Department Head for Sales told Malaya Business Insight in an interview. “It just made excellent business sense.”
The previous tarp-and-roof sales outlet was run by a different group. When Gateway took over and built the satellite dealership it made sure it had proper, even though compact, facilities to serve the growing number of Suzuki owners from the immediate area and places as far as Lucena City up South and Nagcarlan, Liliw to the East.
The satellite dealership, still located in the refurbished gas station shop reopened under new management.
Refurbishment and reopening of the satellite dealership is an interim step by SPH and Gateway for continued Suzuki presence and service in the city while they proceed with construction of a bigger and complete 3S dealership. Built on a 202 square meter lot at Barangay San Rafael in San Pablo, Laguna, the reopened satellite dealership features a two-car display showroom and a vehicle servicing bay.
Present during the virtual launch event Gateway Group’s chairman and CEO Markane Earle Goho, and vice president Martin Paulo Arancon—and by Suzuki Philippines general manager for automobiles Keiichi Suzuki. Also there was Raymund Basubas.
Two years on and now the biggest Suzuki dealership in the province
Suzuki Auto San Pablo City opens its doors to the public just this October. It is actually located just 1.2 kilometers from the San Pablo City-Alaminos, Laguna border. Most automotive dealerships carry the name of San Pablo for the prestige and to avoid confusion with branches located in Alaminos, Pangasinan.
The rainy day launch marked the opening of what will be SPH’s biggest dealership–3,400 square meters with five service bays and a showroom that can fit six vehicles.
“Suzuki Auto San Pablo City is ready for further expansion to reach existing Suzuki customers and potential Suzuki owners,” Norihide Takei, Suzuki Philippines Director and General Manager for Automobile said in his opening speech.
The dealership is owned and operated by Gateway Group and in partnership with Suzuki Philippines. This business formula will assure that the best service is provided to all customers.
“We are very happy with the opening of this dealership because it was the most challenging in our experience. The pandemic taught us many lessons in the automotive business and we experimented in ways to keep the business going. Suzuki Auto San Pablo is a testament to all our efforts.” Markane Goho, Gateway Group Chairman and CEO said.
“With this new dealership, our valued locals here can witness the full experience of Suzuki’s excellent customer services,” Takei added.
“Experiencing the Suzuki “Way of Life” through its vehicles will now be available to residents of Laguna,” Basubas said highlighting that the new dealership is the re-start of Gateway’s going back in “full throttle” in its automotive business.
“Already known for its rich agriculture industry, we at Suzuki hope to take part in Laguna’s growing local economy as we seek to lead the further development of its automotive market, providing every family in the province with a wonderful car life journey,” SPH General Manager Norihide Takei said in a statement.
The Suzuki Auto San Pablo inauguration also included Gateway’s Sales manager Apollo Rosal, and Suzuki Philippines Sr. Marketing Manager, Ms. Odessa Gan.
Suzuki Auto San Pablo is located at Barangay San Benito, Alaminos Laguna. Customers may also get in touch with them through 0936 170 4892 or their official Facebook page.
