Chery Auto Philippines (CAP) is putting greater emphasis on what happens after a vehicle leaves the showroom, using its latest Skills Festival to sharpen its dealer after-sales network.
The event brought together service technicians, service advisors, and parts personnel from Chery dealerships nationwide, giving them a chance to demonstrate their technical and service skills.
More than a competition, the Chery Skills Festival supports the company’s “Fix It Right the First Time” approach. The program is designed to improve service accuracy and efficiency, reduce repeat visits, and ultimately give customers a better ownership experience.
Chery Auto Philippines Vice President for Customer Service Division Lito Landicho said the after-sales team plays a key role in building customer confidence. He added that the event allows the company to recognize its people while continuing to raise service standards across its dealer network.
For customers, the Skills Festival offers another indication that Chery’s after-sales personnel are being continuously trained and assessed. CAP said the program also helps identify areas where dealer teams can further develop their technical and service expertise.
The event recognized top performers. Yvette V. De Vera of Chery Commonwealth was named Service Advisor Champion, while Paulo A. Ortiz of Chery Sta. Rosa took the Technician Champion title. Jonathan F. Valdez of Chery La Union was recognized as Partsman Champion.
De Vera and Ortiz will represent Chery Auto Philippines at the Chery International Skills Olympics in China, where they will compete against after-sales professionals from other markets under global standards.
It is supported by United Asia Automotive Group Incorporated (UAAGI), Chery’s official local distributor. UAAGI has 20 years of automotive experience and more than 100 dealerships and service facilities across five brands nationwide.
UAAGI also supports Chery’s after-sales operations through its two-hectare warehouse in Valenzuela and distribution center in Clark. Its Center for Technical Excellence provides continuing training in technical, sales, and new energy vehicle expertise.
CAP also offers up to a seven-year or 200,000-kilometer bumper-to-bumper warranty, an eight-year or 160,000-kilometer battery warranty for HEV and PHEV models, and three years of roadside assistance.
With the Skills Festival, Chery is making a case that vehicle ownership is not only about the product itself. The people maintaining those vehicles matter just as much, particularly as the brand expands its hybrid and electric offerings.
Autocar’s Take
Chery Auto Philippines’ Skills Festival may not have the glamour of a new-vehicle launch, but it addresses something more important to ownership: what happens when the car needs attention.
An after-sales network can make or break customer confidence, especially for a brand competing in a crowded market. Training technicians, service advisors, and parts personnel gives Chery a way to keep service standards consistent across its dealerships.
The participation of its performers at the Chery International Skills Olympics is another positive step. Good products get customers through the showroom door, but after-sales support can determine whether they stay satisfied for years.
