Top-performing dealers of Chery Auto Philippines were recently given their well-earned recognition at the 2025 GRIT (Guts, Resilience, Initiative, and Tenacity) Awards. Presented by United Asia Automotive Group, Inc. (UAAGI), the brand’s official local distributor, the award-giving event was held last February 3, 2026 at the ACEA Beach Resort in Subic.
Now in its fifth year, the GRIT Awards serves as UAAGI’s annual platform to honor the resilience, dedication, and performance of Chery’s nationwide dealer network. Aligning with the brand’s “Love Your Journey” philosophy, the program recognizes excellence in sales, after-sales service, parts operations, and customer satisfaction, putting the spotlight on both individual achievers and cohesive dealer teams.
“The Chery GRIT Awards recognize the true advocates of excellence, achievement, and ultimately, the success of Chery—our hardworking dealers,” UAAGI Chairman Rommel Sytin shared. The executive added that the recognitions are hard-fought achievements across a nationwide network of top-performing dealerships.
Chery Alabang emerged as the 2025 Dealer of the Year, its fifth consecutive year of earning the coveted title. The award was received by Dealer Principal Mark Chiongbian of Frontier Automotive Marilao Corporation. The Dealer Principal went on to express his gratitude to his Chery team and to UAAGI, fondly looking back and sharing, “What began as a group of colleagues has grown into a close-knit family working tirelessly each day in the pursuit of excellence.”
A total of 18 awards were presented during the ceremony, including Dealer of the Year awards for Sales and Service, along with individual awards across Metro Manila and provincial categories. Among the major group sales awardees were Chery Alabang for Top Retail Sales (NCR), Chery Marilao for Top Retail Sales (Luzon), and Chery Gensan for Top Retail Sales (Visayas-Mindanao).
In after-sales, Chery Alabang secured multiple citations including Best in Service (NCR/Luzon), Best in Parts (NCR/Luzon), Best in Customer Service Satisfaction Index (NCR/Luzon), and Best in Sales Satisfaction Index (NCR/Luzon). Chery Iloilo and Chery Gensan also earned distinctions in service, parts, and satisfaction index categories for the Visayas-Mindanao cluster. Meanwhile, the Digital Marketing Breakthrough Award was given to Chery Iloilo.
Chery Auto Philippines Brand Head Franz Decloedt emphasized that the dealership network remains central to the brand’s commitment to delivering world-class vehicles and customer service in the Philippines.
Autocar’s Take
The GRIT Awards proves how critical dealership performance is to a brand’s long-term positioning in the Philippines. Awards tied to not only sales, but also parts, service, and customer satisfaction show a fair and balanced scorecard approach to honoring the efforts of dealer teams and individuals, instead of just relying mostly on how many brand-new cars drive off the lot. Chery Alabang’s five consecutive years of achieving the Dealer of the Year title demonstrates operational consistency, which is often harder to sustain than short-term growth.
As competition intensifies in the local market, particularly in the electrified segments, a strong and motivated dealer network could be Chery’s most sustainable advantage. Recognition programs like the GRIT Awards help institutionalize standards and align frontline execution with brand ambition.
