Auto Lucena South Inc. officially broke ground on GWM Lucena last 6 December, marking the automotive group’s first dealership in Quezon Province.

The ceremony, led by company President Patrick Licup, was attended by key industry partners and supporters, including Harry Licup, Ken Pasumbal, Ruben Tan, and Dax Avenido.

Licup, a 20-year veteran of the automotive industry, began his career operating an auto detailing shop before expanding into automotive accessories with brands such as Pegasus LED and ZS Films.

His involvement with ChinaCarsPH provided early exposure to the evolving manufacturing quality of Chinese vehicles, influencing his decision to introduce the Great Wall Motor (GWM) brand to the region.

The new facility, located in a strategic corridor of Lucena City, will feature a modern showroom and a full-service workshop.

The dealership will focus on diesel-powered pickups and SUVs, with an expected opening date in mid-2026.

“This first dealership is a milestone for us,” Licup said. “We want Quezon customers to get better value for their money. And after GWM Lucena opens, we’ll add another brand focused on PHEV and EV models to give customers even more choices.”

The expansion signals a growing demand for diverse automotive options in South Luzon, particularly as GWM continues its push into the Philippine market with a mix of internal combustion and electrified vehicles.