Shooting for a comeback

LAST year proved to be quite challenging for the Japanese-backed Chinese car company Geely. A controversial issue regarding one of its dealerships set back years of hard work dedicated to building its reputation.

Many pundits and observers say it could have been better handled, and we do not disagree. So, the issue has been addressed, the aggrieved customer has been appeased, and Geely now has a new management team to guide it through its rough patches.

In a recent conversation with Geely’s new president and chief executive officer Naoyuki Takeda, he shared that they have instituted reforms in their system to not only avoid issues from the past but also improve their efficiency in handling client services.

Car companies understand that, beyond selling motor vehicles, after-sales service significantly influences whether buyers remain loyal to the brand or shift to another. When motorists are content with the post-purchase treatment, they are more likely to make their next purchase from the same car company.

Takeda told us he knows this only too well and has made it his mission to bring Geely back to its former Philippine glory.

Geely used to hold the fifth position in the sales list of the Chamber of Automotive Manufacturers of the Philippines Inc. While the brand currently maintains a decent position at ninth, a drop of 4 places is not a very happy thing to see for Takeda.

Takeda told us that with his improved system, Geely’s parts supply capacity has reached a 90-percent service rate. This should keep Geely owners satisfied with the speed their worn-out parts are replaced.

Compare this to some other car companies that have about 30- to 40-percent fill rates, keeping your car in the shop for more than a couple of months due to a lack of parts, and you can appreciate the effort Geely has put into its attempt at a comeback.

Geely is still gunning to return to No. 5 in local vehicle sales, but Takeda explained that they are now looking at a three-year plan. The goal is to reach fifth place in 2027, and it involves the huge task of overhauling their reputation.

It is definitely not going to be easy, but then again, nothing acquired easily is cherished as much. And with the effort Geely is putting in right now, when it gets to their goal, it would be doubly sweeter to savor.

Gunning for a comeback, in the sports world, is always the measure of a champion. When they regain their throne, it feels so much more fulfilling than when they got it the first time.

I think Geely will feel the same as long as their team gives their best effort.