Chery Auto Philippines gave members of the Chery Car Club a look behind the curtain of its after-sales operations, showing customers what happens after their vehicles leave the showroom.
The Behind The Scenes (BTS) event, led by Chery’s after-sales team, was designed to give Tiggo owners a firsthand understanding of the people, processes, and checks involved in supporting customers throughout vehicle ownership.
Rather than simply talking about after-sales service, the program allowed participants to take part in activities normally handled by service personnel. These included basic vehicle care sessions covering inspections of key vehicle areas, identifying when professional assistance may be required, and changing a spare tire.
The hands-on approach gave owners practical knowledge that could prove useful during everyday driving, while also helping them become more confident when dealing with basic roadside concerns.
The event also took participants inside Chery’s parts operation. Club members were able to see how spare parts are ordered and released, and even personally picked up parts from the Chery Parts Warehouse.
Before the components were released, warehouse personnel demonstrated the inspection process, checking that the correct parts and quantities had been prepared and that the items were free from damage. The exercise offered customers a closer look at the quality checks conducted before parts reach Chery dealerships.
For some owners, the experience also helped address concerns about parts availability. Tiggo rEV owner William Bacal said seeing the process firsthand changed his perception after previously hearing complaints about parts shortages and long waiting times.
Tiggo 7 Pro Hybrid owner Atty. Jun Isidro, meanwhile, said the event offered a different perspective on Chery by highlighting the people working behind the brand.
Chery Auto Philippines said the BTS initiative reflects its broader approach to after-sales, focusing on transparency, responsiveness, and customer education rather than limiting support to repairs and maintenance. UAAGI Auto Group VP for Afte-sales Lito Landicho said the program is intended to help customers understand the processes supporting them throughout their ownership journey.
The initiative comes alongside Chery’s existing ownership support. The brand offers a warranty of up to seven years or 200,000km, whichever comes first. Its high-voltage battery warranty for HEV and PHEV models covers up to eight years or 160,000km, while three years of roadside assistance is also included.
The BTS event ultimately puts the spotlight on an often-overlooked part of buying a car: what happens after the sale. For Chery, bringing owners into that process is a way of making its after-sales commitment more visible—and, potentially, more reassuring.
Autocar’s Take
Chery Auto Philippines’ Behind The Scenes program is a smart way to show customers that after-sales support goes beyond simply fixing cars. Letting Chery Car Club members see the parts process and learn basic vehicle care makes the brand’s commitment more tangible. This kind of transparency matters, especially as Chery expands its hybrid and electric vehicle lineup in the Philippines. Buyers want confidence not just in the vehicle they purchase, but in the support that comes afterward. Giving owners a firsthand look at how Chery’s after-sales operation works is a practical step toward building that confidence.
