Chery Auto Philippines is strengthening its presence in the Visayas as the brand continues its nationwide dealer network expansion. This time, the Chinese carmaker is teaming up with Pacific Autoworld Inc., a member of the Borromeo Group of Companies, to commence with the plan.
The agreement covers the establishment of a new Chery dealership in Cebu, one of the country’s key automotive markets outside Metro Manila. The partnership was formalized during a contract signing attended by Chery Auto Philippines Brand Head Franz Decloedt and Pacific Autoworld Inc. Managing Director Marco Borromeo. The move highlights Chery’s aggressive push to expand its reach across the country as demand for hybrid vehicles, electric vehicles, and tech-driven mobility solutions continues to grow among Filipino consumers.
For Chery, the Cebu expansion is expected to improve accessibility for customers in the Visayas while strengthening aftersales support in the region. Cebu remains a strategic market for automotive brands because of its growing economy, rising consumer spending, and increasing interest in modern mobility solutions. Pacific Autoworld Inc. brings more than 25 years of automotive industry experience into the partnership, adding local market expertise and operational experience that could help accelerate Chery’s growth in Central Visayas.
The upcoming Chery Cebu dealership will also mark the fourth United Asia Automotive Group Inc. (UAAGI) brand under Pacific Autoworld in Cebu. The company already handles dealerships for BAIC, JETOUR, and Radar, further expanding its presence in the local automotive sector.
Chery continues to strengthen its global reputation as one of China’s leading automotive exporters. Founded in 1997, the company now serves millions of customers in more than 80 countries worldwide. The brand has also been investing heavily in research and development, with engineering and technology centers located in China, Brazil, Germany, and the United States.
In the Philippines, Chery Auto Philippines has been positioning itself as a competitive player in the local automotive industry through its growing lineup of hybrid and electric vehicles backed by UAAGI’s aftersales network.
Autocar’s Take
The expansion of Chery Auto Philippines into Cebu is sending a clear message — the Philippine automotive industry is now becoming hotly competitive outside Metro Manila. Regional markets are now playing a larger role in vehicle sales growth, especially as more buyers look into hybrid vehicles and electric vehicles.
Partnering with an experienced group like Pacific Autoworld gives Chery a stronger foundation in the Visayas while also improving customer confidence through better aftersales support. Cebu remains one of the most important automotive hubs in the country, so this dealership expansion could help Chery strengthen brand visibility and capture more buyers looking for modern and accessible mobility solutions.
