Geely loses the key to PHL

New president and CEO Yugo Kiyofuji envisions cracking the top five by 2025

YUGO KIYOFUJI took office on April 1 as President and CEO of Sojitz G Auto Philippines (SGAP), which oversees the Gili business in the country. He replaces Yosuke Nishi who presided over the establishment of the automaker’s presence starting in 2019. .

Mr. Nishi left the company in a good position. Gilly’s acquaintance and, significantly, overseeing its growth in the epidemic, led the executive and his team from obscurity to popularity. Last year, SGAP sold 6,104 vehicles – an increase of 183% over 2020 – with only three models in the lineup. By the end of 2022, the number of operational dealership networks is expected to reach 40.

Gili Philippines also noted that its 10,000-unit sales milestone has been achieved “in just two years and eight months” since the store opened – mainly through Gili’s hugely popular five-seater subcompact crossover cooler, which is often at the top of its sales segment. Speaking at the official turnover ceremony last week, SGAP General Manager Sales and Marketing Froilan Dietianquin emphasized, “We are truly fortunate that despite the epidemic challenge, we have achieved this feat in less than three years, which we believe. Fastest in the industry. “

Addressing the guests, Mr. Nishi commented, “I am very fortunate to have been appointed to SGAP. Geely is my child, because I am the person who launched the Geely brand in the Philippines in 2019. It was a really challenging but rewarding experience. I cherish the memory of working together (with the team) to level SGAP. ” The executive, who has moved to a new assignment as president and CEO of Sojitz Fuso Philippines, described his successor as “the right person for the job.”

In a release, Gili Philippines said Mr. Kiofuji “prides itself on 20 years of automotive experience with other OEMs (core equipment manufacturers) and automotive-related companies in various overseas markets such as the Middle East, Latin America and Australia.”

Instead, Mr. Kiyofuji expressed his gratitude to his predecessor and acknowledged how SGAP quickly turned Gili into one of the top 10 automotive brands in the country. He also thanked the dealership network, including the support of the Yuchenko Group. “We are very excited to take up the challenge,” the new Philippine head of state announced.

In addition to Mr. Kyofuzi, SGAP welcomes Kazuki Sugino, who will take over as Chief Administrative Officer “to strengthen the quality of operations throughout SGAP.” The executive is no stranger to the Philippines, having worked with another auto brand for five years. Mr. Sugino “() also took an executive role at Sojit’s headquarters.”

The new president and CEO are not ashamed of his intentions. “Our role is to take SGAP to the next level and become one of the top 5 brands by 2025,” he said. In a subsequent interview with the media, he said Gili Philippines could realize this through a three-pronged strategy: introducing new vehicles and improving existing models, strengthening the quantity and quality of the dealership network and providing value-added services to customers. To ensure satisfaction.

While expressing satisfaction with the brand’s performance so far, Mr. Kiyofuji said, “I think there are (lots) areas that have not been used” and the annual sales target (since the beginning of this year) is not less than 10,000 units. He maintained that the cooler would remain as the company’s “bread and butter” and even “Amgrand would be a real competitor.”

When asked by “Veg” how he views the Philippine market in general, Mr. Kiofuji said, “As a macro-economy, the Philippines is going to be a growing economy from now on. You have more than 100 million people. What I understand is 50% – More than 24 years old. They’re going to be real buyers, going forward. “

“Filipinos are embracing other brands in contrast to other markets,” he said. They look at the details and don’t pay much attention to where the car is actually made. It makes it easier for me to do business. “Cooler’s success shows that” we can forget the (Chinese-made) stigma because it is so different from the (quality) stereotype. “

What he will take a closer look at is the after-sales service – “how we deliver parts, how we deliver on-time vehicle service without any problems,” concludes Mr. Kyofuji.