Chery Auto Philippines is gearing towards a major shift as seasoned automotive executive Froilan Dytianquin takes the helm of the brand as its Managing Director. Dytianquin brings more than 30 years of expertise in the automotive industry that is expected to drive Chery Auto Philippines to a new era of change, growth, and innovation.   

Throughout his distinguished career, Dytianquin has been recognized as one of the pillars of the automotive industry. In 1992, Dytianquin started his automotive stint with Mitsubishi Motors Philippines Corporation (MMPC), rose through the ranks, led its Sales and Marketing Department, and has been instrumental to the brand’s success in terms of sales performance and industry ranking. Dytianquin retired as First Vice President after working for the company for more than 26 years. 

Then in 2019, back when Chinese brands were unpopular and hounded by stigma in the country, Dytianquin was tapped to head the Sales and Marketing Department of Geely Philippines as its General Manager. He then played a vital role in bringing the brand to top 8 in the Chamber of Automotive Manufacturers of the Philippines, Inc’s (CAMPI) industry sales chart. 

“I plan to duplicate the same success story here with Chery. Under my leadership, I aim to focus on managing dealer engagement, rapid network expansion, proper product engagement, and promotions. We will also continue to build on Chery Auto Philippines’ strength which is aftersales as you know, Chery has been offering an industry-leading warranty which signifies Chery’s confidence in its vehicles,” Chery Auto Philippines Managing Director Froilan Dytianquin said.   

For Dytianquin, leadership is not just about leading a team to generate good sales and climb up the overall industry sales rankings. Leadership is also investing in people, training, and trusting them to be good leaders too.  

“I was mentored by a true leader. What my mentor did to me that brought me where I am today is something that I want to duplicate to my team and be able to produce efficient leaders. I want to pay it forward,” Dytianquin added. Aside from Dytianquin, Chery Auto Philippines is adding new seasoned automotive industry people to its management team, offering fresh perspectives and innovative strategies. 

United Asia Automotive Group Inc. (UAAGI) Chairman Rommel L. Sytin,  Zhang Yang-Country Director of Chery International, Froilan Dytianquin-Managing Director of Chery Auto Philippines, and Mr. Kenneth Sytin Vice President-United Asia Automotive Group Inc. Photo: Monch Henares

In his speech at the launch event with media and business partners, Dytianquin announced Chery Auto Philippines’ new tagline, “There’s More to Our Cars”.

“This statement speaks beyond a tagline, it represents a profound brand commitment. It signifies our promise to deliver not just innovative and world-class vehicles but an unparalleled ownership experience.  From the joy of owning to the fun of driving, all complemented by our unbeatable warranty program—the Chery Premium Preserv and exceptional aftersales support. "There's More to Our Cars" encapsulates our dedication to providing a holistic and elevated driving experience, surpassing expectations and catering to the diverse needs and desires of our esteemed customers,” Dytianquin said.   

In his new role as Chery Auto Philippines’ Managing Director, Dytianquin will be leading the company with new era of aggressive growth and transformation, leveraging his extensive expertise to elevate the brand and give its customers a legitimate competitive, worry-free end-to-end Chery ownership.   

United Asia Automotive Group Inc. (UAAGI) Chairman Rommel L. Sytin expressed his trust with Dytianquin’s appointment as the new Managing Director of Chery Auto Philippines.

“Tonight, Chery Auto Philippines begins a new era of change. We are embarking on a serious path in keeping the needs of our past, present, and future customers at the core of everything we do. With him (Mr. Dytianquin) taking the helm of the Chery brand as its leader, I am confident that Chery Auto Philippines is in good hands,” Sytin said.