FOTON launches ‘Kayang -kaya’ brand campaign

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FOTON Motor Philippines, Inc. (FMPI), the official distributor of FOTON vehicles in the country, opened 2019 with a new marketing campaign set to reinforce the brand’s confidence by opening ‘bigger possibilities’ and creating grander ‘breakthroughs’ for the Filipino families and businesses through its product line and services. 

“Kayang-Kaya embraces the spirit of resilience and capability that has been in our brand’s DNA since the beginning,” shared FOTON Philippines President Rommel Sytin. “Over the years, we have invested in improving the reliability of our vehicles along with the continuous work on strengthening the customer experience through a focus on our after-sales service. That makes up the heart of this campaign,” he said.

Fortifying the brand’s nationwide launch of new passenger and commercial vehicles, innovative and timely aftersales programs, and incessantly growing 3S dealerships, the Kayang-Kaya campaign highlights FOTON’s highly-improved capabilities focusing on customer-driven innovations that will aspire and brave their respective life journeys through the “can-do” attitude. 

“We see this campaign as something relevant to the Filipinos. It does not just promote possibilities in capabilities; it also depicts our positive outlook in all situations, no matter how tough and challenging they get,” added FOTON Philippines Executive Vice President Anna Maria Parado. “Despite the storms, disasters and hardships that we experience, Filipinos are known for resilience, and when rising to situations like these, Kayang-Kaya is something all of us can relate to,” she noted.

Sytin shared, “We arrived in the Philippine shores last 2006, and started out with just a single pick-up and light duty truck. Although the name was relatively new to the local market, I took the risk, and did the best that I could do to move this business forward.”

“Now, our products have immensely grown, assembled in our 11-hectare assembly plant in Clark, Pampanga that is capable of producing 12,000 units annually. We have opened 27 and counting dealerships strategically located nationwide that are also capable of providing state-of-the-art parts and services for the customers’ convenience,” he proudly exclaimed.

“With these milestones, I have come to realize that as long as you’re determined to achieve something, everything’s possible. Kayang-Kaya,” Parado said. 

FOTON Philippines bagged the 9th spot in the ranking of top automotive brands in the Philippines in 2018—an impressive feat for a relatively small player with a very new brand. 

“The fact we’ve got a diverse product portfolio means the future for us is very much around being a brand that sticks at every single life stage. It’s about making sure we have models that fit into the Filipinos’ needs,” Parado added. 

This year, the local government continues its program for massive infrastructure building — fuelling the demand for commercial vehicles particularly in the Light-Duty Truck and Heavy-Duty Truck segments, pointing to an increased demand for commercial vehicles. And for this, FOTON proves that the brand is readier than ever.  

Parado added, “We also want to imply that with Kayang-Kaya, we are not just the ones capable. Through our promotions such as low down payment and low monthly payment schemes, those in need of vehicles are given the biggest chances to avail vehicles that are heavy on the features, yet light in the pockets in the most convenient ways possible.”

“With FOTON, every journey becomes easy. Anumang byahe ng buhay, kayang-kaya,” Parado closed. 

Aiming to inspire and engage family men, business owners, and drivers on a deeper and more emotional level, FOTON created a multi-channel campaign infused with pride, confidence and emotions, highlighting the brand’s commitment to support the creation of a more inclusive and sustainable society in which everyone can challenge their impossible. 

Kayang-Kaya shares how FOTON becomes part of the daily living of Filipino families and businesses by highlighting real-life mobility stories that demonstrate values of love for the family, determination, hard work, and positivity. 

The campaign includes the release of four 30-seconder videos entitled “Pag-uwi,” “Araw-araw,” “Panahon,” and “Tagumpay.” These are accompanied with the song entitled “Kayang-kaya,” the campaign’s official soundtrack composed and performed by Noel Cabangon.

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