Hyundai opens Philippine headquarters

South Korean automotive giant Hyundai Motor Company formally opened yesterday its Philippine headquarters to cater to the growing number of Hyundai vehicle owners in the country.

Located at the third floor of the Hyundai Center building along Don Chino Roces Avenue (formerly Pasong Tamo) extension, the Hyundai Philippines headquarters houses the offices of Hyundai Asia Resources Inc. (HARI), the official distributor to the Philippines of the South Korean carmaker. The headquarters also include HARI’s technical training center where technicians from all over the country will get regular training on advances in maintenance and repair of Hyundai vehicles.

Makati Mayor Jejomar Binay was the guest of honor for the headquarters’ opening. He was given the privilege not only to tour the new Hyundai facility but to also be the first to see several of the new products Hyundai is introducing in the country.

Hyundai officially launches the Matrix, a mini multipurpose vehicle, at the Le Pavillon along Roxas Boulevard in Pasay City later in the day.

S.Y. Hwang, director of Hyundai for Asia Operations, spoke of Hyundai’s renewed commitment to the Philippine market during the headquarters’ inauguration.

"This new headquarters symbolizes the firm commitment of HARI to Hyundai and its transformation into a mature organization, ready to compete with other major automotive players" he said in his speech. "As Philippine distributor, HARI shall provide Filipinos with high quality Hyundai products and reliable after-sales service. It will introduce new models, all bearing the good image and reputation of Hyundai."

Conrad Marty, president of HARI, said Hyundai’s vision for 2003 is "winning with service differentiation." He explained that this means HARI will double its commitment to total quality as well as "introduce vehicles that are products of extensive research and advanced technology."

Marty pointed out that Hyundai will be introducing the CAR or the Customers Are Right concept that aims to provide quality products and service at quick, proactive times.

"We know that Philippine motorists are very demanding when it comes to quality and value. And they will not be disappointed with Hyundai’s product lineup starting with the new Matrix," he said.

Hyundai formally entered the country through HARI more than a year ago. Its entry was proof of its commitment to the Filipino people who have learned to appreciate and love Hyundai vehicles, particularly the Starex, the undisputed leader in passenger van market for the past five years.

Now the eighth biggest carmaker in the world, the 36-year-old company is working double-time to reach its target of making it to the top five by 2010. In a recent report of the USA Today, Hyundai was cited for placing second — tied with Honda — in the annual reliability survey conducted by Consumer Report magazine with 460,000 car owners.