Enter the Chinese Warrior

Geely – sounds like a toy car in jellybean colors with round edges and a big fat bumper. But really, if you ask Pan-Fil Inter Trade Co. Inc. the car brand implies what it sounds like – steely – for that’s what the brand opts to convey. Geely cars are set to hit the Philippine market and the local roads through Pan-Fil Inter Trade, the Chinese brand’s exclusive distributor in the country.

If you haven’t heard of the Geely brand or have even seen the insignia, which is a  mountain on a blue oval, you can be no different than most drivers in mainland China. Though a Chinese brand, Geely cars have established its reputation mostly in the international market, building relationships in over 50 countries in regions throughout the USA, Europe, Russia, Southeast Asia and now the Philippines. Pan-Fil Trade Co. Inc., which is based in Subic, was granted the exclusive franchise rights to import, distribute and sell the Geely brand of models and spare parts and provide after sales service in the Philippine territory signed and sealed last April 2006.

The corporate profile speaks of how the company was built by the Chairman of the Board Li Shufu from the ground up by sheer determination and hard work. It also speaks of the company’s long history of evolution and experience – from airconditioning units to cars. Zhejiang Geely Holding Group Co. Ltd. was founded in 1986 and is China’s largest nongovernmental automobile production and sales enterprise. It has made its name in automobile, motorcycle, automobile engine, gearbox, automobile electronics and electrical, automobile parts and education. It is among the Top 500 national enterprises for three consecutive years, appraised as China’s automobile industry with fastest development and best growth over the past 50 years, and is among the Top 10 in China’s automobile industry. In October 2005, Geely was certified as China’s famous brand, and was selected as a National Innovation Pilot enterprise and won the title of Top 25 Model Brand Enterprises in 2006.

If that brief company background does not quite pique your curiosity on this new entrant on our roads, then maybe this will. In line with global Geely’s mission which is “make good cars that common people can afford and let Geely cars go to the whole world,” Pan-Fil Inter Trade Co. Inc. promises the Filpinos  a choice of well-crafted quality cars at very affordable prices, “the lowest in the Philippine Market.” Yes, Geely cars are supposed to be the car with the lowest tag price in the country.

At the press briefing at Geely headquarters in Ningbo, China, an image was used to convey the mission and vision of the Geely company. It was the image of a Chinese warrior carrying the Geely flag and running into what was insinuated as an ancient battle.

That image would then have its counterpoint in modern times as one of Geely cars’ proudest moments was when the Chinese flag flew high and mighty in the skyline of the global automobile industry. The red Chinese flag flew high at Frankfurt, Germany and Detroit, USA through the Geely brand’s participation in the two biggest motorshows in the world.

While the price tag of the cars would grab anyone’s attention and furthermore get “the common people,” I could predict, immediately digging deep into their pockets, the not-so-common folk who know a thing or two about cars would instinctively look under the hood first.

At the Geely showroom in Shanghai as I set my eyes on the cars, I felt a sense of recognition. Yes, the car models would remind one of more familiar car models that already ply our streets. One would think in recognition… Oh, that part looks a little bit like this… That has the shade of that… This reminds me of a…

But don’t let first impressions fool you in case you happen to spot a Geely on the streets of Subic (most likely being driven by Pan-Fil  Inter Trade president Joycelin Rodriquez). Don’t be an unwilling partner who won’t let go of past loves and bore your current date with talk of your past lovers. One has got to give new love some room – and the Geely a chance to show what it can do.

From the showroom we went to the Geely Ningbo plant to peek into plant operations and production processes and take the Geely for a spin. And I can say, even if the name sounds cute and jellybean-y and all, a Geely car can surprise you once you turn the key. As much as it is hard to let go of old loves when it comes to cars, one can have an affair for the novelty and thrill of it.