The Volkswagen Group is the world’s largest automotive manufacturer based in Wolfsburg, Germany. The company was founded in 1936 by Ferdinand Porsche who made headlines for creating the perfect “People’s Car” which is more famously known as the Volkswagen Beetle. The company stood the test of time, coming out of the World War eras and expanding its distribution worldwide. The Volkswagen Group is currently present in more than 150 countries and operating 106 factories around the globe.
Volkswagen first entered the Philippine market in 1958 through its former distributor, DMG Inc. The fruitful partnership brought in-demand VW models such as the Beetle, Kombi, and Transporter into the country. The partnership eventually folded up yet the brand returned to the Philippines in 1996, which brought in the VW Polo Classic and the Caravelle. However, this importer did not last long either.
After years of absence, Volkswagen was re-introduced to the Philippine market through Automobile Central Enterprise, Inc. (ACEI), a subsidiary of the Ayala Corporation and the brand’s exclusive distributor in the country. Volkswagen Philippines was officially introduced in May 2013 under the leadership of Ayala Automotive Holdings headed by Fernando Zobel de Ayala, President and CEO of Ayala Corporation, and John Philipp Orbeta, President and CEO of Ayala Automotive Holdings.
This partnership has significantly reinforced the dominance of the Ayala Group in the automotive industry. Volkswagen Philippines managed to expand its market reach and product offerings to cater to the Filipino market. To date, there are six appointed dealerships carrying the Volkswagen brand nationwide namely: Laus Group, Iconic Dealership Inc., Grand Canyon Multi-Holdings, Inc., Greencars Mindanao Corporation, and Ponce Automobile Corporation.
The brand’s current lineup includes a range of sedans to crossovers. More popular models in the market right now are the VW Santana, Lavida, Lamando, Tiguan, and the recently launched Santana GTS.
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