Volkswagen Philippines managed a victory in detail here just as the Vokswagen Group managed a coup globally in 2016. The Volkswagen marque topped all other European brands in what is now recognized as a banner year for the Philippine market with total industry sales exceeding 400,000 units for the first time. While, on the global stage, the Volkswagen Group sold 10.31M units, managing 3.8 percent growth and narrowly beating Toyota’s 10.18M units and glacial gain of 0.2 percent.
Global numbers include sales from Volkswagen’s Audi, Skoda, SEAT and Porsche affiliates, and from Toyota’s Daihatsu and Hino operations. The Volkswagen marque, in particular, contributed almost 6M units or 58 percent of the group’s total sales, with half of that or 3M coming from China where European brands are expected to keep gaining ground this year. Toyota’s downturn in comparison is attributed to its greater dependence on the U.S. market where it suffered slackening sales and where the new administration’s America-First policies will continue to threaten the Japanese brand.
Press Statement of Volkswagen Philippines, “Volkswagen tops European car market in the Philippines in 2016,” 2017:
Within just three years of operations, Volkswagen Philippines broke through the 1,000-unit sales mark, registering 1,060 units sold from January to December 2016. This is a 76-percent increase over its 2015 sales, and making it the Philippines’ number one European car brand in 2016.
Volkswagen Philippines’ overall sales performance was attained during a period when it expanded its dealership network and received 14 awards and citations for its various models and CSR efforts, most notably for its groundbreaking Child Safety Initiative campaign and the Passat’s win in the Car of the Year-Philippines in the Mid-Size Luxury Sedan category. The rest of the product lineup—from the iconic Beetle, large SUV Touareg, compact SUV Tiguan, multi-purpose vehicle Touran, to the Golf and Golf GTI, Polo sedan and hatchback, and Jetta compact sedan— contributed to the overall achievement.
Its dealer network played a major factor in bringing the brand experience closer to customers, making their car purchase decisions easier and accessible.
Apart from the five dealers located in the cities of Taguig, Quezon, Mandaluyong, Muntinlupa and Cebu, Volkswagen Philippines added three more outside Metro Manila in 2016: One in San Fernando City in Pampanga, and two in Western Visayas – Iloilo City and Bacolod City.
In 2016, a record-setting 359,572 new vehicles were sold across the country, according to the year-end report from the Chamber of Automotive Manufacturers of the Philippines, Inc.
In this light, Volkswagen Philippines, a company under Ayala Corporation’s AC Industrials, envisions much more room for growth in sales for European brands in 2017, as more car buyers become more financially empowered and subsequently look beyond price points to “level up” to the premium segments.
And Volkswagen, built up by generations upon generations of world-class German automotive engineering and design excellence, is seen to be top-of-mind of more Filipino car buyers who have trusted this iconic brand for decades. For those who know their cars, Volkswagen is like no other. It’s More Than Just a Car.
For more information on Volkswagen products and services, log on to http://www.volkswagen.com.ph.