CHALLENGER MINDSET
Changan PH president Ma. Fe Perez Agudo believes the CS55 crossover is just one of the reasons why they can give the established brands a run for their money
Ma. Fe Perez-Agudo, one of a handful of female executives in the hotly contested automotive industry, is not the type to just sit back and relax in the back seat, and simply let others decide where she should go.
On the contrary, Perez-Agudo is most energized when she has her hands firmly on the wheel of an up-and-coming automotive brand raring to zoom past its rivals in the country’s core automotive market.
“I am always a challenger, I like being in this tense arena,” she said, “I do not want to play in the niche market, I want to talk to the undecided market, to the soonto-be believers, the soon-to-be advocates.”
And she is confident that she has just the brand that will allow her to do just that – Changan, which stands for forever safety, forever peace, lasting love.
She believes she was “predestined” to bring the Changan brand to the Philippines and make it compete head-on against the other brands that have been in the Philippines for much longer, and therefore, have a bigger reach and deeper relationship with the auto-buying public.
“As a natural entrepreneur, I am always on the lookout for business opportunities. That is why I always get business propositions from different organizations. My experience with Changan is a lot different. Fate had a hand in it. I did not look for it. It found me!,” Perez-Agudo said in an interview.
She shares that in 2019, executives of Changan International Corp. Invited her to China to visit their impressive headquarters in Chongquing, China to experience the brand first-hand. As an investor and a customer, she believed she had to see for herself if their products met her exacting standards.
Once she got there, it did not take long for her to decide to bring Changan to the Philippines and add the country to Changan’s growing list of countries where it has a presence.
“I saw their impressive product lineup, research and development facilities, and state-of-theart manufacturing and assembly plants. I did test drives at their Automobile Comprehensive Test Field in Chongquing-- one of the best and most accurate in Asia. For me, this was a test of quality. And I experienced the culture of the people behind the brand,” she said.
“That trip to China was the deciding factor. I knew I had a strong, promising brand in front of me—a brand that I totally believe in,” Perez-Agudo added.
She was also particularly impressed by Changan’s commitment to research and development, allocating a big portion of its annual revenue – projected to hit $9.93 billion this year – to enhance it edge in technology that is reflected in the features of its vehicles that proudly bear the Changan brand.
Thus in 2020, Changan Motor Philippines Inc. was founded to become the official distributor int he Philippines of Changan vehicles produced by Changan International Corp.
Changan is one of China’s top four vehicle brands, boasting over 150 years of manufacturing excellence and 37 years of experience in auto manufacturing. It is present in over 60 countries and has made its mark particularly in South America and the United Arab Emirates.
Perez-Agudo has challenged herself and her team to ensure that Changan will also make inroads in the Philippines, anchored on the belief that Filipinos are eager for vehicles that will give them the best value for their money.
For Changan, one of its top offerings is the recently launched Changan CS55, a crossover vehicle that offers both style and substance at prices ranging from P1.179 million to P1.373 million.
Key features include the futuristic design of the driver cockpit with a 12-3-inch touch display infotainment system, Pioneer premium sound system, panoramic sunroof, plus a host of safety features from airbags, to the automatic emergency brake system.
Perez-Agudo admits that the odds are daunting as the Philippines is dominated by Japanese brands, but then she believes that there are enough openings in the market for Changan to establish itself.
“Our strategy is simple-bring in the best and innovative products that surpass the expectations of value-seeking Filipino car buyers. People are hungry for change, and we will be there championing for this shift in mobility mindset. We just have to very patient and deliberate about breaking the stereotypes of vehicles made in China. I believe that by just genuinely offering the best products and services suited to the local market, Filipinos will appreciate and respond positively to our value proposition,” Perez-Agudo said.