Peugeot launches first showroom in Mindanao

Mar 11, 2013

by Cheng Ordonez


PEUGEOT, Europe’s second-largest automotive marquee officially opened its doors for the Mindanao market with the inauguration of its first Mindanao dealership, Thursday, February 28, 2013, along Masterson Avenue, Pueblo de Oro Business Park in Cagayan de Oro City.

Photo by SHAUN UY

PSA Peugeot Citroen is a major French automaker and the world’s leading producer of diesel engines.


Peugeot is exclusively distributed in the Philippines by Eurobrands Distributor Inc. (EDI), a member of the Columbian Group of Companies, under the helm of   Jose Ch. Alvarez, chairman emeritus. The Columbian Group also distributes BMW and Kia in the country.


Eurobrands President Felix Mabilog Jr. led Peugeot and EDI officials for the inauguration along with a gathering of foreign and local dignitaries, motoring enthusiasts, businessmen and media personalities.

Mr. Mabilog said Peugeot has two advantages in the automobile market in the Philippines: all its models, except for one, are diesel-powered and engineered with an auto-stop system that cuts down on fuel consumption.


“It (Peugeot) comes with an auto start-stop system that shuts down the engine when the car is on a halt, for instance at traffic intersections; and, when the driver taps on the accelerator or flicks the gear lever, it will just move ahead normally. It cuts fuel consumption by up to 15 percent,” Mr. Mabilog explained.


Peugeot’s comeback was first announced in February, and yesterday the new distributor made true its promise eyeing an initial target to sell 2,500 Peugeot cars per year in the next three years, and then 10,000 units by the fifth year.


“Our goal is to capture five percent of the Philippine car market in five years,” Mabilog announced earlier.


Part of the strategy is to put up 12 dealerships nationwide this year — five in Metro Manila and seven in major provincial cities — the first of which is the one opened here in Cagayan de Oro. On Wednesday, EDI opened another one in Las Pinas.


Among the models Peugeot has introduced to the local market are the 508 large sedan, the RCZ sports coupe, the 3008 compact crossover and the 5008 compact MPV. The 508, the 3008 and the 5008 have a price range of P1.5 million to P2 million, while the RCZ costs more than P2 million.


Mabilog, also EDI COO, said the prices are way below other European and American-made cars and slightly higher than Asian-made models.


Eurobrands’ Peugeot lineup, Mabilog announced, consisted of diesel models, except for one in the stable: the RCZ sporty coupe. The 508, the 3008 and the 5008 are all be powered by diesel engines, making them economically viable here in the Philippines due to the high cost of gasoline.


Both the 3008 and the 5008 have the same two diesel engine options: the 112hp 1.6-liter eHDi Active unit and the 163hp 2.0-liter HDi Allure powerplant. The 508 also has the 163hp 2.0-liter HDi Allure and the 1.6-liter eHDi Active. The 508 is said to have an output of 115hp.


The lone petrol model in the lineup, the RCZ, is equipped with a 156hp 1.6-liter Turbo High Pressure engine.


Mabilog said the lion-badge will make a difference in motoring through the twin brand’s advantages on diesel fuel consumption and auto-stop power technology.


Also present during the grand launch in Cagayan de Oro were Gregoire Olivier, PSA chief executive officer for Asia and member of the managing board; Lionel Faugeres, general director for Asean; Vincent Comyn, area director for ASEAN countries; Jean Yves Dossal, sales director for Asian Operations and Ronnie Mercado, ASEAN regional sales manager for Automobiles Peugeot.


The EDI delegation was led by Johnny T. Hernandez, chairman; Bienvenido S. Santos, vice chairman; Ricardo “Dong” Magsajo, marketing director and Dodjie Caifur Castro.

Also gracing the occasion were Demosthenes Rosales, chief finance officer, Alvarez Group of Companies, and Columbian Motors Group Regional Dealers led by Alex Rolida (Bacolod/Dumaguete); Ed and Toby Ang (Davao/General Santos); Martin Goho (Cebu); Jun Osin (Butuan); Tony dela Fuente and Bebot Pungtod (Cagayan de Oro/Ozamiz/Pagadian/Zamboanga).

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