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February 3, 2019

Foton Philippines Starts 2019 with New Marketing Campaign

After cementing itself as the 9th biggest auto brand in 2018, Foton Motor Philippines is setting a higher bar this 2019 with the introduction of a new marketing campaign that aims to reinforce the brand’s confidence in opening bigger possibilities and creating grander breakthroughs for Filipino families and businesses.

“Kayang-Kaya embraces the spirit of resilience and capability that has been in our brand’s DNA since the beginning,” shared Foton Philippines President Rommel Sytin. “Over the years, we have invested in improving the reliability of our vehicles along with the continuous work on strengthening the customer experience through a focus on our after-sales service; that makes up the heart of this campaign.”

Fortifying Foton’s nationwide launch of new passenger and commercial vehicles, innovative and timely aftersales programs, and 3S dealership network, the Kayang-Kaya campaign highlights the company’s highly-improved capabilities focusing on customer-driven innovations that will aspire peoples’ life journeys with a “can-do” attitude.

“We see this campaign as something relevant to the Filipinos. It doesn’t just promote possibilities in capabilities; it also depicts our positive outlook in all situations, no matter how tough and challenging they get,” said Foton Philippines Executive Vice President Anna Maria Parado, “Despite the storms, disasters and hardships that we experience, Filipinos are known for resilience, and when rising to situations like these, Kayang-Kaya is something all of us can relate to.”

Sytin shared: “We arrived in the Philippine shores last 2006, and started out with just a single pick-up and light duty truck. Although the name was relatively new to the local market, I took the risk, and did the best that I could do to move this business forward.”

“Now, our product line-up has immensely grown, assembled at our 11-hectare assembly plant in Clark, Pampanga where we are capable of producing up to 12,000 units annually. We have also opened 27 dealerships and counting, strategically located nationwide all capable of providing state-of-the-art parts and services for the customers’ convenience,” Sytin continued.

Aside from becoming the country’s 9th best-selling vehicle brand, Foton has managed to cement itself as the third biggest truck brand in terms of sales volume.

This year, Foton is challenging itself to focus on its Light-Duty and Heavy-Duty Truck segments as the government shifts its massive infrastructure building program into high gear.

Parado added, “We also want to imply that with Kayang-Kaya, we are not just the ones capable. Through our promotions such as low-down payment and low monthly payment schemes, those in need of vehicles are given the biggest chances to avail vehicles that are heavy on the features, yet light in the pockets in the most convenient ways possible.”

Kayang-Kaya shares how Foton becomes part of the daily living of Filipino families and businesses by highlighting real-life mobility stories that demonstrate values of love for the family, determination, hard work, and positivity.

The campaign includes the release of four 30-seconder videos entitled “Pag-uwi”, “Araw-araw”, “Panahon”, and “Tagumpay”. These are accompanied with the song entitled “Kayang-kaya”, the campaign’s official soundtrack composed and performed by Noel Cabangon.

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