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Journey to premium is anything but smooth

Journey to premium is anything but smooth

A stalwart of the Philippine automotive industry reminisces on his decades of work in the business

Steven Tan is among those who dedicated the best years of their lives to the industry and continue to do so. , Tan, President and Chief Executive Officer of Bermaz Auto Philippines (Mazda), helped shape the industry into what it is today: progressive, resilient, and growing despite road blocks along the way and lately, disruptions caused by the COVID-19 pandemic. Here Tan tells it as it was through the years, and provide unusual insight into the history of an industry that is vital to the country’s economic development.

By Steven Tan

I was first assigned to the Philippines from Thailand in 2008 to Ford Group Philippines. It was to be a two-year assignment in the Ford business. Two months into the job, I was asked to cover the Mazda business in addition to the Ford business, as a result of the global financial crisis. The opportunity of working for both Ford and Mazda was the best experience I had up to that point of my automotive career, as I gained much experience and enjoyment in working in a vibrant culture with people who are warm and welcoming.

I was extending another year to return to Bangkok to a new regional role in product and marketing. In 2012, I was offered to go back to the Philippines to assume the Mazda distribution business. I was sad to leave a 15-year career at Ford, but the opportunity to grow and transform a bright and promising brand like Mazda cannot be resisted. Henceforth, in January 2013, we took over and started a new chapter for the Mazda brand, together with partners and colleagues whom I have known and enjoyed during my assignment in the country with Ford.

The country had been going through tremendous growth from the time we started. Mazda itself was undergoing its own transformation to a more premium brand position through product innovation, using advanced technology and its mastery in design and engineering. We aligned our country plan and strategy to Mazda’s direction.

Nothing is ever easy, and the journey to premium is anything but smooth. But we are making good progress. The customers have responded well to the premium quality and durable design, with a very high level of retention and loyalty over the years. In all things we do, we consider the customer as a focus in the decisions we make, including an ownership service experience they enjoy much – the 5-Year Free Service Plan that includes Emergency Roadside Assistance, five years with no need to pay for regular maintenance.

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The most enjoyable aspect of working in the Philippines is that people are very passionate about cars. I am proud to be a member of the Miata Club Philippines, the older one-make car club in the country, and a member of the Manila Sports Car Club, the oldest car club in the Philippines. Car Clubs are the spiritual representation of the relationship between the owner and the car. Passion is the fuel for the longevity of these clubs. The MX-5 Miata 2-door sports car has the highest penetration of all Asian countries with the exception of Japan, where it originated. That fact speaks deeply of the passion Filipinos have for cars.

In 2022 we celebrate our 10th year anniversary of our Mazda business. I like to think we have achieved something. The Mazda future is exciting, and I can’t wait.

Compiled by Aida Sevilla-Mendoza