Chery Auto Philippines is strengthening its presence in the Visayas with the opening of its newest dealership in Cebu. The opening marks another step in the brand’s nationwide expansion as it continues to grow its dealer network under its official local distributor United Asia Automotive Group, Inc. (UAAGI).
Located at the corner of Gov. M. Cuenco Avenue and J. Panis Street in Banilad, Cebu City, Chery Cebu officially began serving customers on August 3. The dealership is operated by Pacific Autoworld Inc., a member of the Borromeo Group of Companies, which brings more than 25 years of experience in the local automotive industry.
The new facility is designed to provide motorists in Cebu easier access to Chery’s range of SUVs and electrified vehicles while offering full aftersales support under one roof. Its showroom can display multiple vehicles, while its service center is equipped with five work bays to handle maintenance and repair work. The dealership is open daily, giving customers greater flexibility when booking service appointments or exploring the brand’s latest offerings.
For Chery Auto Philippines, the opening represents more than simply adding another retail location. It reflects the company’s broader strategy of bringing its products and services closer to customers outside Metro Manila, particularly in key regional markets where demand for new vehicles continues to grow.
Pacific Autoworld President Marco Borromeo said the partnership aims to provide Cebuano motorists with a seamless ownership experience, from choosing a vehicle to receiving long-term aftersales support. Meanwhile, UAAGI Auto Group Deputy Director Joshua Sytin described dealerships as the starting point of long-term customer relationships, expressing confidence that Pacific Autoworld’s understanding of the local market will help strengthen the Chery brand in the Visayas.
According to Chery Auto Philippines Brand Head Franz Decloedt, the new dealership underscores the company’s commitment to expanding in strategic markets while maintaining the quality of service customers have come to expect.
The Cebu expansion comes as Chery reports continued momentum in the Philippine market. The company recently announced that more than 1,000 Tiggo rEV units are now on local roads and that its year-to-date sales have grown by 58%. Globally, Chery says it has surpassed 20 million cumulative vehicle sales, highlighting the brand’s continued growth in international markets.
Autocar’s Take
Chery’s latest dealership opening is another sign that the brand is looking beyond Metro Manila to sustain its growth. Cebu has long been one of the country’s strongest automotive markets, making it a logical location for expanding both sales and aftersales support. For buyers, having a full-service dealership nearby matters just as much as the vehicles themselves, especially as more hybrid and electrified models enter the market.
If Chery Auto Philippines wants to maintain its recent sales momentum, strengthening its regional dealer network through facilities like Chery Cebu is likely to be just as important as launching new models.
