Tuesday, January 19, 2021

ICER Brakes Now in the Philippines


AutoPerformance PH has just been appointed as the official Philippine distributor of ICER brakes, Europe’s leading independent manufacturer of brake pads.

With Filipino motorists more informed than ever, just being the cheapest product in the market is no longer enough—quality, especially when it comes to safety components like brake pads—are just as important. Addressing those needs, AutoPerformance PH is bringing in this European brand, slotting below its flagship Brembo brand in terms of price and positioning.

Established in 1961, ICER brakes has its headquarters, main factory, R&D center, and warehouses all in Spain. Annually, they produce over 22 million brake pads, and believes in offering unbeatable value-for-money. This equates to OE safety and quality at competitive prices (as low as P 1,400 per axle).

ICER’s focus on research and development means new applications are released quickly—with fitments that cover about 90 percent of vehicles from Asian (yes, including Chinese brands), European, and American cars of all types.

The company also believes in ecologically-sustainable manufacturing, producing brake pads that are copper-free and built in a factory powered by its own solar powerplant.

As ICER’s officially-appointed Philippine distributor, AutoPerformance PH combines its unique technical competence in automotive brakes, nationwide reach, and service-oriented approach with ICER’s world-class products.

“We are proud to offer premium quality brakes at affordable prices, directly from Spain,” says Miguel Sancho, Export Manager for ICER Brakes. “We are confident that AutoPerformance PH is the perfect partner in the Philippines: a top aftermarket company, now with ICER—a top brake manufacturer with products 100 percent Made in Spain.”

Currently, AutoPerformance PH is offering ICER’s OE-spec brake pad line, but plans are already underway to introduce other products such as brake discs, brake shoes, and more.

ICER brake pads will be available in leading automotive repair shops nationwide and soon online through the AutoPerformance PH ICER store.

“We believe that the value proposition ICER products offer is something that is lacking in the Philippine market,” says Francis Aguila of AutoPerformance PH. “And we want to make sure all Filipinos can get ICER brake pads for their vehicles quickly and hassle-free.”

Retail sales official start in February 2021 with over 80 applications on-hand.

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