Why Philippine Multi-Brand Distributor’s 6 Brands Are Its Electric Future

Support CleanTechnica’s work through a Substack subscription or on Stripe.

PASAY CITY, PHILIPPINES — At the 13th Philippine Electric Vehicle Summit (PEVS) last October, United Asia Automotive Group Inc. (UAAGI) made a calculated bet: that Filipino buyers are ready for electric vehicles, but only if they have options that match their specific needs and budgets.

While the Electric Vehicle Association of the Philippines (EVAP) reported triple-digit growth in the sector, the more revealing story unfolded on the exhibit floor at SMX Convention Center, where UAAGI displayed vehicles from six brands — BAIC, Chery, Foton, Jetour, Lynk & Co, and Radar. The lineup represented the most comprehensive NEV portfolio under a single distributor in the country. Though, whether that variety translates to actual sales remains to be seen.

The multi-brand gamble

In an interview before the official program in the packed conference room, UAAGI President Rommel L. Sytin defended the company’s multi-brand approach. “The strategy is simple: the electric revolution is about providing solutions for everyone, not just one type of customer,” Sytin said. “The Philippines is too diverse, and our roads too varied, for a one-size-fits-all approach.”

Much like Toyota’s Multi-Pathway approach. Less pragmatic, but equally courageous.

The company’s ambitious claim in a market where electric vehicle adoption remains marginal is a gamble. In the past, UAAGI had gambled and lost. By combining pricing and presence, it is stacking the cards in its favor this time. While other distributors focus on building breadth with two or three brands, UAAGI is betting on depth of each brand. “A small family from the city has a completely different need than a delivery service in the province, or a businessman looking for a premium hybrid,” Sytin noted.

The question is whether Filipino consumers facing high vehicle prices and limited charging infrastructure are ready to make the switch — regardless of how many options are available.

Premium pricing in a price-conscious market

The vehicles on display came with price tags that may give potential buyers pause. The BAIC B60e Beaumont REV, a seven-seat full-size SUV with a 40.3-kilowatt-hour battery and range-extender system, starts at P3.398 million. UAAGI claims it delivers 1,200 kilometers of combined range along with 800-mm water-wading capability and a 13-speaker Infinity by Harman audio system.

At the more accessible end, the Chery Tiggo rEV Luxury Edition starts at P1.528 million. The plug-in hybrid SUV pairs a 1.5-liter turbo engine with an 18.66-kWh battery, producing 201 horsepower and claiming up to 1,400 km of combined range — a figure that would need real-world validation.

Foton’s first all-electric passenger van, the Traveller Sierra EV, is priced at P2.5 million for a 12-seater with a 77.28-kWh battery. The 303 km range and one-hour DC fast-charging capability position it for fleet operators. Though, the upfront cost compared to diesel alternatives may slow adoption.

Jetour showed two Lightning series models: the T1 Lightning i-DM at P1.798 million and the more premium T2 Lightning i-DM (BOSS Interior) at P2.488 million. Both are plug-in hybrids claiming over 1,200 km of range, with the T2 adding dark-teal leather and orange detailing for buyers seeking a more distinctive interior.

The Lynk & Co 08 EM-P, starting at P2.498 million, targets the premium segment with 381 PS, a claimed 6.5-second sprint to 100 km/h, and 205 km of electric-only range. The Radar RD6 EM-P electric pickup, outfitted with an Overland Kings camping setup at the show, starts at P1.358 million and claims a 1,000-km range with 800 kg payload capacity.

Range anxiety vs. infrastructure reality

When asked about the main barrier to EV adoption, Sytin framed it as a perception problem.

“The biggest challenge is perception, not product,” he said. “The Filipino driver is practical. They ask: ‘Is it reliable? Is it easy to charge? Is it too expensive?’ That is why our showcase focuses heavily on plug-in hybrids (PHEVs) and range-extended vehicles (REVs), like the BAIC B60e, which provide that massive, non-stop range.”

The emphasis on hybrid and range-extended models suggests UAAGI recognizes that pure electric vehicles face significant hurdles in the Philippines, where public charging infrastructure remains sparse outside Metro Manila. By offering vehicles that can run on gasoline when needed, the company is hedging against the infrastructure gap that has slowed EV adoption in other developing markets.

Still, even with hybrids, questions remain about long-term maintenance costs, resale values, and whether service networks can support six different brands with varying powertrains. UAAGI’s “UAAGI On The Move” one-stop-shop approach aims to address these concerns, but the proof will come in post-sale customer experiences.

Market leadership or market test?

UAAGI’s six-brand strategy gives it unmatched variety in the NEV space, but variety alone doesn’t guarantee success. The Philippine automotive market remains dominated by internal combustion vehicles, and while EVAP’s growth numbers are encouraging, they start from a very small base.

What UAAGI demonstrated at PEVS is that it’s willing to make the investment in NEV inventory and showroom space before the market has fully materialized. Whether Filipino buyers will follow — particularly at price points ranging from P1.358 million to P3.398 million — will determine if the company’s multi-brand bet pays off or becomes a cautionary tale about moving too far ahead of consumer readiness.

For now, UAAGI has the most comprehensive NEV lineup in the country. The harder question is whether the country is ready for it.