I reckon there are 50 auto brands with an official, truly meaningful, presence in the Philippines – brands that our car-browsing countrymen can choose from, depending on their budget, spending appetite, and, yes, biases (or lack thereof).
That’s a huge uptick compared to the handful or so that people of my age grew up knowing and were familiar with. More than ever, it’s a veritable battlefield out there as marques emerge out of the gates running – shaking off the sluggishness caused by the COVID-19 pandemic which is hopefully getting smaller in our rearview mirror.
At the recent Manila International Auto Show (MIAS), many motoring scribes were suggesting in jest – but with reason – that the yearly showcase should be renamed CIAS (Chinese International Auto Show) on account of the glut of brands coming from our big neighbor to the north. In fact, 21 out of the 29 auto marques with a presence at the show – which, for the first time, added a new off-site venue (the SMX Convention Center) to accommodate the ever-growing selection of exhibitors – were of Chinese origin or ownership.
Ordinarily, this is good news in the name of choice and healthy competition. More options mean auto buyers can get a vehicle that is more appropriate to them and their primary considerations. And because there are more choices in the market now, car brands are understandably scrambling not just to meet expectations but, in some cases, actually surpass them.
Hence, you have the proliferation of automobiles that punch above their weight class. They may have the features, creature comforts, and appurtenances typically found in cars with higher sticker prices. The heightened competition is also seeing a surfeit of inclusions with a purchase of a vehicle such as free (for a period) 24/7 emergency assistance, free PMS visits, extended warranties, and the like – on top of the usual complimentary vehicle registration and such. Who can give us the best package?
Those of you who keenly spotted my “ordinarily” qualifier must be wondering what that is all about. Well, we are all-to-familiar with the escalating tensions and “mischief” in the West Philippine Sea between our own coast guard and their now-ubiquitous Chinese counterparts.
Understandably, as things continue to get iffy miles away from our shores, we cannot even hope to ignore developments. Markets, after all, do not exist in a vacuum. Anti-China sentiments are running high to the point that a motoring/motorsport personality declared on her social media account that she has been “turning down offers to promote Chinese-branded cars because of the conflict,” which is seen as “a sign of disrespect.”
I respect this view which many Filipinos might have as well. Unfortunately, the issue is not as cut and dried as we want it to be. While there is indeed a glut of Chinese marques (auto and otherwise) here today, and it is a strong signal to perhaps boycott the country’s products in retaliation, this just might be a classic case of cutting our nose to spite our face. Like it or not, there are substantial investments made by Filipinos who, in turn, also employ fellow Filipinos for these enterprises. Should we turn our backs on these hardworking countrymen and thumb our nose at them?
Additionally, foisting this view can deprive our Filipinos of the wealth of options available to them, especially during this time that we are reaping the aforementioned gains of a robust market.
The fact of the matter is, this new automotive age is causing a disruption in perception, priorities, and even brand loyalty. Just not too long ago, we saw Chinese brands as simply purveying the value of affordability and not much anything else.
Today, that is no longer the case, as the development of Chinese auto makers were jumpstarted by their intimate dealings with their more established counterparts in Europe. Remember that there was a time when European car companies couldn’t do business and manufacturing in China without first entering into a joint venture with Chinese companies. The state, quality, and workmanship of China-made vehicles we see today are proof of osmosis. In some cases, you’d be hard-pressed to tell if a car rolled off a European brand’s production line or Chinese one.
Again, I have to stress that I do not take the cudgels for, or even condone, the incursions being made in our territory’s waters. But as with many things in our lives, decisions are made above our paygrade. We can only do what we can at our level, and that means conducting ourselves in the best way possible, deal with others responsibly and with respect, and earn for ourselves and our loved ones a lifestyle more convenient and comfortable.
Being spoiled for choice allows us this luxury, and that luxury is something we all strive for – and deserve – whatever we’re planning to buy.
