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August 31, 2023

Astara PH Announces Leadership Changes

Astara Philippines, the exclusive distributor of GAC Motor and Peugeot announces significant changes to its executive team effective September 1.

Franz Decloedt is now the new Brand Head of GAC Motor, while Timmy Naval-de Leon is now Marketing Director for all brands under Astara Philippines.

Franz Decloedt, formerly the Marketing Director of Astara Philippines since March this year, has been promoted to the position of Brand Head of GAC Motor. In his new role, Decloedt will be at the helm of GAC Motor’s brand operations, overseeing strategic sales and marketing initiatives, and contributing to the brand’s continued success. He will also oversee sales and marketing directions for Peugeot until a new brand head is appointed. Decloedt has more than 20 years of marketing leadership experience in the automotive and FMCG industries.

“Franz’s dedication, creativity, and proven track record make him the perfect fit for leading the GAC Motor brand to new heights. We are confident that his insights and leadership will drive our brand’s evolution in the competitive automotive market,” said Raoul Picello, Managing Director of Astara Philippines.

Taking over the reins as the new Marketing Director of Astara Philippines is Timmy Naval-de Leon. A motoring industry veteran with over 20 years of experience in marketing and corporate communications, Naval-de Leon is poised to drive strategic marketing direction and brand-building efforts for all automotive brands distributed by Astara Philippines.

“We are thrilled to welcome Timmy as the new Marketing Director of our company. Her expertise and fresh perspectives will be instrumental in enhancing our brand’s visibility and engagement in the market, especially at this critical period of our company’s growth,” added Picello.

Picello further adds, “These leadership appointments form part of a long- term strategy aimed at fortifying our position as a key player in the local automotive scene. We are making great strides in our growth and organizational structure, and we will continue with very exciting announcements in the near future.”


  1. Why did Mr. Jun Cajayon leave GAC Ph after just 7-8 months as brand head?

  2. where will mr. jun cajayon be hired next? success was on his side as gac launched empow, emkoo, gs8, gs3 emzoom

  3. Even with a strong product portfolio, the old GAC brand head was not able to hit sales figures. You can attribute that to very weak marketing. Have not utilized to the full extent the new product endorser, weak outdoor advertising, print advertising & even TV ads. At worst, almost screwed the value-for-money pricing of GAC.

    1. Jun did a great job at handling GAC.
      Marketing of it is very strong that's why they've sold a lot of GS8,Empow,GS4,Emzoom and Emkoo.
      GAC mostly spend its ads and promotion on YouTube and Facebook which is cheaper and much more effective than paying expensive short ads on TV.
      Obvious na puro reklamo lang ang alam mo!

    2. Still did not hit it sales target. 800++ deliveries as against planned 2,000 for the year.

    3. Emzoom was introduced very late and Emkoo was hard to sell at first.
      GAC is expected to meet that target by next year once the dealership network increased.

    4. Not sure if franz can so better than the previous leadership. VW didn't exactly do well when he was handling it.

  4. My guess is that Jun is moving to SAIC Motor Philippines as he previously worked with Maxus which is rumored to be taken over and handled by SAIC Motor Philippines next year aside from handling MG.
    Franz,Jun and Timmy used to be employed by AC Motors..That group changed and downsized its staff in 2021 as they've focused on Kia,KTM and soon on BYD..Volkswagen will be retained but it'll handled by AC Motors themselves directly.

  5. These guys keep changing their heads like Taylor Swift changes boyfriends


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