Three new distributors cover separate mobility sectors
JONATHAN Khong, managing director, Michelin Philippines, shares the company’s long-term commitment to the country and confidence in its future.
PHOTOGRAPHs COURTESY OF MICHELIN
Michelin Philippines and its distributors come together to expand the road ahead. Shown are (from left): Tan Eng Hwa, chief financial officer, Bermaz Auto Philippines; Steven Tan, president, Bermaz Auto Philippines; Jarvis Corral, chief financial officer, Jason Corral, chief executive officer, and Jasper Corral, chief operating officer, Drakester; Caroline Ang, general manager, Entire Car Care Centre Inc.; Jonathan Khong, managing director, Michelin Philippines; Thomerson Yao, finance director, and Frederick Yao, sales and marketing director, RYCO Inc.; Royce Ang, president, and Nilo Luna, general manager, Tiara Commercial & Industrial Corp.; Fernando Imperial, chairman, and Chris Imperial, president, Icon Equipment Solutions Philippines Inc.; and Ian Bangayan, president, BSB Junrose Corporation.
Michelin Philippines has appointed three new importer-distributors to cover passenger cars, commercial fleets and specialized industries. The appointments increase its local distributor network from four companies to seven.
Bermaz Auto Philippines will handle Michelin products for passenger cars. Its experience in vehicle distribution and dealership operations gives Michelin another route to buyers who need the correct tire specification for a particular model.
The partnership will also support original equipment fitments and vehicle-specific replacement tires through dealer channels.
BSB Junrose Corporation takes charge of commercial mobility. Its work will cover fleet operators and businesses that depend on trucks and other commercial vehicles.
These customers watch tire life, service time and vehicle availability closely because each idle unit can delay deliveries and add to operating costs.
Icon Equipment Solutions Philippines Inc. will serve specialized applications. These include construction, mining, ports, agriculture, material handling and defense.
Tires in these fields face heavier loads, rough work sites and duties that differ sharply from regular road use. Product selection and technical support therefore need people who understand the equipment and the job it performs.
The division of work follows the different ways customers buy and use tires. A family car owner may begin with the vehicle model and everyday driving needs. A logistics company looks at an entire fleet and the time each truck spends off the road.
A mine or construction site has another set of demands, where the wrong tire can affect productivity as much as running cost.
Michelin’s four current importer-distributors will continue under the larger network. They are Drakester Inc., Entire Car Care Centre Inc., RYCO Inc. and Tiara Commercial & Industrial Corporation.
Their work already covers important parts of Michelin’s local business, while the three additions open more direct channels to other customers and industries.
The expansion comes after Michelin recorded more than 60 percent growth in Philippine sales volume since 2023, according to Jonathan Khong, managing director of Michelin Philippines.
He credited much of that increase to local partnerships and closer work with importers and businesses. Khong also described the Philippines as one of Michelin’s fastest-growing markets in Asia Pacific.
“This expansion reflects our long-term commitment to the country and our confidence in its future,” Khong said.
Vehicle ownership, logistics activity and infrastructure work have all increased the need for tires across more applications.
Michelin sees room to grow outside the passenger car market, particularly among commercial operators and industrial customers that may need technical advice before and after a sale.
The company expects the new structure to improve access to the correct products while assigning customer support to partners with experience in each field.
