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July 28, 2023

Froilan Dytianquin Leads Chery Auto Philippines To New Direction

Chery Auto Philippines is gearing towards a major shift as seasoned automotive executive Froilan Dytianquin takes the helm of the brand as its Managing Director. Dytianquin brings more than 30 years of expertise in the automotive industry that is expected to drive Chery Auto Philippines to a new era of change, growth, and innovation.

Dytianquin has been recognized as one of the pillars of the automotive industry. In 1992, Dytianquin started his automotive stint with Mitsubishi Motors Philippines Corporation (MMPC), rose through the ranks, led its Sales and Marketing Department, and has been instrumental to the brand’s success in terms of sales performance and industry ranking. Dytianquin retired as First Vice President after working for the company for more than 26 years.

Then in 2019, back when Chinese brands were unpopular and hounded by stigma in the country, Dytianquin was tapped to head the Sales and Marketing Department of Geely Philippines as its General Manager. He then played a vital role in bringing the brand to the top eight in the Chamber of Automotive Manufacturers of the Philippines, Inc’s (CAMPI) industry sales chart.

“I plan to duplicate the same success story here with Chery. Under my leadership, I aim to focus on managing dealer engagement, rapid network expansion, proper product engagement, and promotions. We will also continue to build on Chery Auto Philippines’ strength which is aftersales as you know, Chery has been offering an industry-leading warranty which signifies Chery’s confidence in its vehicles,” Chery Auto Philippines Managing Director Froilan Dytianquin said.

For Dytianquin, leadership is not just about leading a team to generate good sales and climb up the overall industry sales rankings. Leadership is also investing in people, training, and trusting them to be good leaders too.

“I was mentored by a true leader. What my mentor did to me that brought me where I am today is something that I want to duplicate to my team and be able to produce efficient leaders. I want to pay it forward,” Dytianquin added. Aside from Dytianquin, Chery Auto Philippines is adding new seasoned automotive industry people to its management team, offering fresh perspectives and innovative strategies.

In his speech at the launch event with media and business partners, Dytianquin announced Chery Auto Philippines’ new tagline, “There’s More to Our Cars”.

“This statement speaks beyond a tagline, it represents a profound brand commitment. It signifies our promise to deliver not just innovative and world-class vehicles but an unparalleled ownership experience. From the joy of owning to the fun of driving, all complemented by our unbeatable warranty program—the Chery Premium Preserv and exceptional aftersales support. "There's More to Our Cars" encapsulates our dedication to providing a holistic and elevated driving experience, surpassing expectations and catering to the diverse needs and desires of our esteemed customers,” Dytianquin said.

In his new role as Chery Auto Philippines’ Managing Director, Dytianquin will be leading the company with new era of aggressive growth and transformation, leveraging his extensive expertise to elevate the brand and give its customers a legitimate competitive, worry-free end-to-end Chery ownership.

United Asia Automotive Group Inc. (UAAGI) Chairman Rommel L. Sytin expressed his trust with Dytianquin’s appointment as the new Managing Director of Chery Auto Philippines.

“Tonight, Chery Auto Philippines begins a new era of change. We are embarking on a serious path in keeping the needs of our past, present, and future customers at the core of everything we do. With him (Mr. Dytianquin) taking the helm of the Chery brand as its leader, I am confident that Chery Auto Philippines is in good hands,” Sytin said.


  1. What are the reasons why he left Geely Ph?

  2. How is Chery's aftersales? I know UAAGI's Foton aftersales is not doing good. I wonder how Chery's aftersales is doing.

    1. Foton's commercial vehicles? Well they're doing just fine. (If you're talking about the Foton Thunder or the older Gratour MPVs, then yes it didn't get much fanfare.)

  3. Poory guy. He's stuck with a crappy brand. ๐Ÿ˜ฉ

    1. A brand with good engines, has Volvo and shares with Daimler, Benz, and the Alliance (specifically Renault) and yet they can't even be bothered to put firmware on their infotainment to enable Android Auto/Carplay (when they even advertise G-Netlink on their website —and even the PH version of the website has references to it.)

    2. All the brands you mentioned, they are not known for reliability. ๐Ÿ‘Ž๐Ÿ‘Ž๐Ÿ‘Ž

  4. I wonder which has the best after sales service?


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