Dongjiang Auto, better known as D&J Auto–a dealership based in China whose brand portfolio includes Geely, BYD, GWM, and GAC, and a distribution network spanning Shanghai, Hangzhou, Jiaxing, Huzhou, and Ningbo–caught some members of the Philippine media by surprise when they announced their takeover of Geely Sta. Rosa and Geely Fairview, during the recently concluded courtesy trip to Hangzhou, China, where Geely is headquartered.
The takeover is said to already be in effect.
The tour, organized by Geely Philippines, happened from November 24 to 27 and was packed with showroom and R&D visits, designed as a show of force for the troubled brand in the Philippines.
Dubbed as the “Geely Philippines Partner Discovery Tour: Driving the Future Together”, the confidence-building initiative gathered a formidable group of representatives from major players in the banking and finance industry such as BDO, BPI, EastWest, Security Bank, RCBC, and Bank of Commerce; of reputable dealers from Gateway, Autohub, MOS, ANC, Peer Motortech, and a Mindanao-based dealer network that is currently in the works; and select members of the Philippine motoring media.
This is the first time that the news of D&J Auto assuming leadership positions in the two Philippine dealerships has reached the Philippine motoring press.
Interestingly enough, the same could be said for most Philippine dealers present in the tour who knew about a new management coming in for Fairview and Sta. Rosa, but had no idea that the new bosses were from overseas.
Further inquiry revealed that Geely Fairview was handed over to the D&J Auto group last August. On the southern side of the business, Geely Sta. Rosa, previously managed by the esteemed Gateway group, gave up the franchise of Geely much earlier this year, and the said Chinese dealership network submitted their bid, won, and officially took over last February in a newly-built showroom in Paseo de Sta. Rosa, on a property that was a former warehouse of the Bridgestone group.
“The Philippines is the smallest market for Geely in the region. [But, it posted] 38% growth between 2024 to 2025.
“Our vision is to rebuild the brand and make it a market leader in the Philippines,” says Tao Chen, son of first generation D&J Auto dealer principal, who is now taking the reigns in the family business.
Chen recently moved to the Philippines with his Singaporean wife to personally manage the aforementioned dealerships.
The Chen family has been in the car business since 1998.
“I grew up in a car repair shop,” Chen shared fondly.
“My first car was a Volvo which I drove when I was in Boston for college. The brands we carry, which, of course, includes Geely, are not just for business. We are personal fans of our brands,” asserts Chen.
Let us hope this changing of the guard will bring forth positive changes that the brand direly needs in our market, and that an enhanced customer service and timely access to parts are implemented not only by the D&J Auto-run Geely Fairview and Sta. Rosa, but also across all Filipino-run Geely dealerships.
Trust is regained from sincerity, transparency, and consistency, after all.
