Motoring Today Column

Feb 24, 2021

There are many strategies in the playbook of car manufacturers and distributors looking to dominate a segment of a market or the entire sector for that matter, as one has done for decades now. No need to identify which.

One of such strategies in the playbook is to offer as many variants as possible with as any price points as to meet the budget, needs, and wants of one model.

Ford Philippines seems to be following the same playbook with the Ranger.

It has just launched the new, refreshed Ranger that "sports a bolder look and new design elements, giving it a stronger impression and tougher stance on the road."

Following the playbook, Ford will have a new Ranger lineup consisting of at least 13 variants priced from just P1.062 million for theRanger 2.2L XLS 4X2 MT to theP1.998 million for the Ranger 2.0L BiTurbo Raptor 4x4 AT.

The playbook calls for major and minor differences in exterior and interior enhancements to distinguish each variant as well as to justify the price differences.

The most expensive is usually the aspirational model which attracts buyers to the brand. And the middle and low-end variants drive the sales. Although it must be said that the Ford Raptor may have flipped the playbook somewhat when it was first brought that range-topping variant over to local shores.

Ford Philippines trusts continuing to follow this playbook will allow it to dominate the pickup segment.

Says PK Umashankar, Ford Philippines president and managing director, in a press statement, "Our new Ford Ranger lineup will allow us to continue building on our leadership in the pickup segment in the country.

"The new Ranger is set to deliver on its promise of functionality and capability while enabling the diverse needs and lifestyles of our customers."

Another strategy in the playbook is to make a vehicle be more than about private mobility. It must be a lifestyle choice.

Ford is continuing to do that by unveiling the "Live the Ranger Life" philosophy which aims "to highlight and celebrate the many ways that the renowned strength and engineering capabilities of the Ranger reflects and support its customers' personal goals and drive in life."

This is summed up in five guiding values.

· Up and Over, which is another way of saying Ford owners meet overcome challenges and not go around them.

· Can't Help But Help. This is self-explanatory.

· Where There Isn't a Path, Carve One. Ford owners lead.

· Bring Others Along the Journey. Ford owners share.

· We Make Our Own Fun. Also self-explanatory.

Innova Nation

There's no arguing that Toyota Motor Philippines (TMP) knows the playbook by heart. Although some say they could have written the playbook.

It could be innovating a new substrategy with the launch of the New Innova.

The launch was streamlined on its Facebook page. And while there's the usual vehicle walk-through, the main thrust of the launch was all about the relationship and memories the Innova - and it's predecessors the Tamaraw FX and Revo - has formed with Filipino families.

A major thrust of the launch was about the connection between the Innova, which by the way Toyota touts as a locally manufactured vehicles, and Filipino families. More than 240,000 Innovas has been acquired by Filipino families since its introduction in 2005 to succeed the Revo and the Revo's predecessor, the Tamaraw FX.

As Toyota tells its , "the Innova itself has a rich heritage and meaningful story with the Filipino people, having been the preferred car of generations of Filipino families for being a dependable, spacious, and comfortable road companion."

Says TMP First Vice President for Marketing Sherwin Chualim in a press statement, "As we slowly go back to the roads to rediscover the happiness of travelling together, it is important to have a car that can keep us safe, while providing power, comfort, luxury, and style. The new Innova has all that and more."

Of course, Toyota is also offering the New Innova in as many variants with as many price points as possible to meet all possible budget, needs, and wants of buyers.

The new lineup has six variants going from P1.186 million for the Innova J MT to P1.739 million for the range-topping Innova V AT.

Isuzu Pasig Plus

A bigger and better Isuzu Pasig dealership, along with the new Isuzu Pasig Truck Center, was recently inaugurated with a simple ribbon-cutting ceremony attended by top executives of Isuzu Philippines Corporation (IPC), Isuzu Automotive Dealership Inc., and AC Motors.

These included IPC President Hajime Koso, Executive Vice President Shojiro Sakoda, and Sales Division Head Joseph Bautista, AC Motors President Antonio Zara, IADI Chief Operating Officer Alex Paguio, and Isuzu Pasig Operations Manager Eric Wambangco.

"With our continuing goal to strengthen and widen the services of Isuzu to our valued customers, IPC is aggressively expanding our dealership network, and I am proud to say that IADI was among those who took the initiative to construct a bigger and more modern facility that is complemented by a truck center," says IPC president Hajime Koso in a press statement.

"Over the years, Isuzu Pasig was the dealer with the highest network share for five consecutive years, starting in 2016. It also brought home the 2019 Dealer of the Year Award (DOYA) and Excellence in DOYA Sales Operations for two successive years, in 2018 and 2019. We are confident that 2021 and the years to come will have even better results, especially now that it has strategically relocated, with much-improved facilities that are fully compliant with Isuzu Outlet Standards (IOS) and capable of servicing all of our product lines, from the mu-X to our heavy-duty trucks," Koso adds.

LTO Carmona Inaugurated

The Land Transportation Office (LTO) has inaugurated a new district office in the Municipality of Carmona, Cavite.

"It is very fortunate that even with the ongoing pandemic crisis we are experiencing, we are still given the opportunity to continuously serve our clients," said LTO chief Edgar Galvante during the inauguration.

"We are especially delighted that through this event, our agency's commitment to effectively implement various transportation laws, rules and regulations continue being transformed to concrete realities," he added.

Also at the inauguration was Department of Transportation Secretary Arthur Tugade, who said: "While we inaugurate this building, alalahanin natin na walang silbi ang gusali, hindi ito magtatagal kung ang mga taong nasa loob ay walang culture, values, and ways of doing things."

Tugade said he would only ask two things of the officials and rank and file of the new LTO district office.

"Una, na tayo ay hindi maging corrupt. Dapat walang korapsyon dito. Ang korapsyon ay nagiging bahid sa ating bayan. Pangalawa- iksian natin ang mga proseso, para masunod natin ang ating Pangulo na huwag pahirapan ang mga Pilipino," he said.

Subic Expressway Open

The newly completed P1.6-billion 8.2-kilometer Subic Freeport Expressway (SFEX) expansion is now formally open, another project touted as an achievement of governmment's Build, Build, Build program.

The inaugural drive-through to mark the opening of this key expressway connecting Bataan, Zambales, Pampanga and the rest of Central Luzon through the Subic-Clark-Tarlac Expressway was attended by government officials led by DPWH Sec. Mark A. Villar and Department of Transportation (DOTr) Sec. Arthur P. Tugade and representatives from the private sector led by Metro Pacific Investments Corporation (MPIC) President Jose Ma. K. Lim , Metro Pacific Tollways Corporation (MPTC) President Rodrigo E. Franco, and NLEX Corporation President and GM J. Luigi L. Bautista .

"This fresh Metro Pacific Tollways infrastructure investment will improve mobility, accelerate the country's economic recovery and more importantly, support the logistics and supply chain we urgently need. Around 10,000 motorists daily will benefit from this new road," said Villar during the inauguration.

NLEX Corp. president Bautista expressed continued support for government's commitment to improve the lives of Filipinos through infrastructure projects.

"We continued the construction of the new expressway despite the challenges posed by the pandemic and the stringent health protocols. The construction project also provided jobs and supported the livelihood of our people. It was also our way of helping our countrymen manage the economic impact of the health crisis," Bautista said.

Happy Motoring!!!

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