Japanese reliability vs. Chinese innovation: The battle for Filipino car buyers' attention and loyalty

In a rapidly evolving automotive landscape, Filipino car buyers now face a pivotal decision: stick with the time-tested reliability of Japanese brands or explore the bold innovation and aggressive pricing of rising Chinese brands.

- Sigfred M. Doloroso

For decades, Japanese brands like Toyota, Mitsubishi, and Honda have dominated the Philippine market, celebrated for their durability, high resale value, and extensive after-sales service networks. But the tide is shifting. In 2024, Chinese brands such as Geely, Chery, and BYD collectively captured around six percent of new car sales, enough to outpace several long-established players.

PERCEPTIONS AT A CROSSROADS Recent data from the 2025 Philippines Customer Experience Index (CXI) Study™ by Differential reveals a growing trust in Chinese vehicles, particularly among younger and tech-savvy buyers. While 44 percent of Japanese car owners cited "reliability" as one of the main reasons for their purchase, 60 percent of Chinese car owners highlighted "styling, advanced features at better value" as their primary motivator.