Wednesday, September 27, 2017

Mazda is Taking Aftersales Service Very Seriously


Recognizing the trends surrounding the automotive industry, Bermaz Motor Chief Executive Officer Ben Yeoh revealed that the company is constantly re-evaluating its business strategy to maintain a sustainable business model. As the distributor of Mazda vehicles and spare parts for Malaysia and the Philippines (they also assemble Mazda vehicles for Malaysia, Cambodia, and Myanmar as well), Bermaz is set to cement itself as a premium mainstream automotive brand.

At the lead up to an important announcement surrounding Mazda’s business in the ASEAN region, Dato Ben identified several key points for Mazda and its dealer partners to maintain a healthy business environment. While some are pretty run-of-the-mill such as marketing cutting-edge products and putting up impressive dealerships, there is one that stood out and that has to do with enriching human resources.


Intune with Mazda Corporation’s direction to offer Kizuna, a lasting and inseparable bond between car and its owner, Bermaz has been investing heavily in upping its aftersales program.

A major part is through the Mazda Apprenticeship Program. Sanctioned by the Department of Skill Development (Malaysia’s version of TESDA), Institute of Motor Industry of the United Kingdom, and Mazda Corporation Japan, it not only produces graduates which are in line with Mazda Corporation’s global certification standards, but it also gives graduates the opportunity to develop the soft skills that helps them engage with customers. Using unorthodox training methods such as tracing a pattern by sight or making a tool from a piece of metal, apprentices are assessed of their natural mechanical aptitude. Moving forward, the apprenticeship program uses a two-year work-process approach and actual work conditions to gain real-world insights.

With its human resources investments already surpassing RM 10 million (~ P 121 million), Bermaz is doing more. This includes the setting up of a dedicated training center just for paint and body repair. With a syllabus done by in-house insurance provider Berjaya Sompo and painting specialist Kansai Paint and Nippon Paint, trainees are taught how to handle body damages including the repair of specialty finishes such as Machine Gray and Soul Red. On top of that, training is done on how to properly handle chassis re-alignment and straightening. Bermaz’s paint and body repair training goes so far as properly estimating insurance adjustments and claims to cut down the waiting time for customers to get their vehicles.


Bermaz is also upping the customer experience with its Mazda Mobile Service. A enhancement to their 3-year free PMS program, this mobile service brings factory-trained technicians to the owner’s doorstep. Using a BT-50 outfitted with a compressor, lifter, and tools, routine service such as PMS or fluid replacement can be done conveniently by factory-trained technicians.

While most of these aftersales service enhancements are currently focused in Malaysia, Bermaz is slowly rolling out several of these programs for the Philippines through its subsidiary, Bermaz Auto Philippines. Owned 60.4 percent by Bermaz Motor, Bermaz Auto Philippines has been sending some of its skilled technicians on a two-year program in Malaysia not just to exchange know-how, but to gain the best practices which can then be applied to Mazda dealerships in the Philippines. Some tangible benefits that Mazda Philippines has gained include the shortening of some repair jobs, reduction of back jobs and customer complaints.


Furthermore, Steven Tan, Bermaz Auto Philippines’ President and CEO has also revealed plans to further enhance their own apprenticeship program. Currently partnered with MFI Foundation under its Industrial Technician Program or ITP, Bermaz Auto Philippines has just inked a new deal which will be announced real soon. This also goes hand-in-hand with the company’s plan to build a large training center located in Laguna which serves to further improve its aftersales service throughout its dealer network.

As Mazda begins focusing on the concept of omotenashi or supreme hospitality, Bermaz is heeding the call to deliver a premium level of service befitting of Mazda’s positioning as a premium mainstream Japanese brand. As customers begin to experience a high-level of aftersales service (service retention for Mazda is over 90 percent for the first three years compared to a leading Japanese brand which is below 50 percent for the first year alone), Mazda Philippines’ goal is to gain a loyal following which can ultimately enrich their owners’ lives.

20 comments:

  1. This comment has been removed by the author.

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  2. I have a CX-7 and I can say that their service is pretty bad.

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  3. The only way for the dealership to be honest and diligent is to have competition. In Cebu there's none so it functions like a con artist. The service would make as much as and in anyway possible when you need repair or service. Bermas should send somebody here asap to do undercover work. I am still trying to sell my vehicle as a result of the scam use by this dealership. I hope CarGuide can pass on this comment to head office of Bermas as I don't have the address or contact no. Youjin is for 3 yrs only. Mine is out already. This dealership smelled blood. I will give my email add or phone for them to contact me or you can provide theirs so I will contact them.

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    1. To clarify, this is Anon 7:22: I know Mazda is expensive. I don't mind paying as long as it is required. But spending thousands when what it needs is just some small gasket change or tightening is just downright scandalous. Mazda Cebu is handled by only one franchise so it can very much do as it pleases unless you'd like to risk letting other shops tinker with the injectors.
      I was able to duck the scam only after I talked some senses to the service manager but it left a bitter taste in my mouth. How can I trust them again? This is Bermas to know.

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    2. The main reason why i chose a Honda vehicle as a replacement to my sedan. Honda is still the best in after sales service (although there's a few rotten eggs here and there).

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    3. So you admit that Mazda's vehicles are better than Honda's? Hmmm

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    4. Sir, it's the other way around. I chose a Honda sedan as a replacement to my current sedan.

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  4. Ganito nga satin sa pinas..
    Pera pera lang sa dealership after that bahala na kayo!!!
    Bibihira lang dealership na maayos after saleservice..dapat beside excise tax automotive gawa din ng batas for proper pms.

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  5. The CX-7 has a problem with its tail lights. They run too hot and melt the plastic casing. The guys at Mazda know it, and just told me that it was a design defect. They're not going to fix it and asked me to just buy LED replacements from auto supply shops.

    Horrible service.

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  6. With all the negative comments here, I'm curious as to what mazda fanboy has to say. Well??? We're waiting!

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    1. Well, no one has complained that the Mazda's are crap. What's crappy is their service. Mazda has some nice vehicles with superb designs, it's just the after sales is either always over charging or trying to pull a fast one over their customers. My Mazda had a rock drop on the passenger door, the casa's quote for repairs? 140K. Go figure.

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    2. Really? Jesas, you can buy a door for that instead of a repair.

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  7. All electronic modules for Mazda are too expensive...

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  8. Bought a 2017 Mazda 3 2.0 and both the car and service are superb, no complaints here with 9 months of ownership. However, I had an accident and my front bumper was damaged and the quote for a front bumper replacement was 26k php which was covered by my insurance, so no prob. Free pms for 5 years(parts and labor), cool and modern dealerships with free coffee and juice while you wait. Staff are accommodating and friendly(Mazda Otis, North Edsa, Quezon Ave). the 2.0 skyactiv engine is also fuel efficient for its displacement, averaging at 5km/L in very heavy city traffic, 7km/L in normal traffic, 9km/L in light traffic, and 15km/L in spirited highway driving. And I turn off istop all the time due to fear of premature battery replacement. I'll definitely buy another Mazda in the future, the design, quality, value and the handling just trumps all the other mainstream brands.

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    1. You were lucky the accident happened while your car was still new. Insurance would cover all or almost all the cost. Wait til your free yojin expires, you will be paying for those coffee and juice.

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    2. I don't plan to keep the car for more than 5 years anyway and if the Yojin ends, the typical pms can be done in a reputable shop spread around the metro.

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    3. Did all the dealers (Otis, North EDSA, QAve) you mentioned offer the 5 years PMS for BOTH parts and labor? Only one offered to extend the Yojin 3 (3 years) to 5 years if I buy from them but just for the parts - the labor is not free for the additional 2 years.

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  9. Some guys are complaining about expensive repairs, but has it ever occurred to you that there's a reason why things are expensive? The law of supply and demand is common sense. Toyota's and Honda's are relatively cheap(er) because they have "replacement" parts outside the casa. That being said, you're not comparing apples to apples so your logic is flawed right from the beginning. Trying having something done at a dealership and let's see your complaints afterwards.

    Owning a car is never cheap, regardless of brand / model. If you haven't figured this out before buying one, then you didn't do your due diligence prior to getting one in the first place.

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    1. Well, their complaints aren't just about expensive parts. They know owning a car entails expenses. It's the appropriateness of the charges they're complaining.

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  10. actually its not the cost car owners is complaining its the satisfaction of it knowing that issues encountered were addressed.

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