Last week, with portions of the country still under varied modes of quarantine that had started almost four months ago in March, one of Isuzu’s oldest dealerships became the 11th organization in the country to rebuild their storefront under the leading truckmaker’s new Isuzu Outlet Standardization (IOS) global program.
On July 8, having first taken steps to ensure uninterrupted dealer operations, the Isuzu Davao dealership operated by Southern Motors of Davao, Inc. (SMDI) broke ground on the construction of a new IOS-based showroom building atop the foundations of their decades-old structure at Matina, Davao City. The SMDI organization has roots going back seven decades, pre-dating even the entry of Isuzu into the country initially in the 1970s as partner to General Motors and then subsequently in the 1980s as the separate and distinct Japanese brand that would eventually dominate the market.
The new Isuzu Outlet Standard
Isuzu’s press statement describes the IOS concept as being meant to create settings conducive to customer convenience as well as to smooth business operations, and to reinforce Isuzu’s reputation for rugged, reliable and utilitarian vehicles. In particular, Isuzu Davao’s new showroom building will feature heavy-industry touches that underscore the brand’s success with its truck and stylish utility vehicle product lines.
Isuzu Davao’s new frontage will have expanded metal mesh panels fitted between long girder-like spans painted red–industrial touches familiar to Isuzu’s intended demographic. The interior will be minimalist, with emphasis on customer perspectives as well as on worlkflows to serve these customers. In light of current pandemic conditions, Isuzu Davao’s SMDI president Jockson Liu confirmed that the showroom building will have public health provisions such as multiple personal washing stations and a reception area large enough to be fitted out for ample social distancing.
Construction alongside uninterrupted operations
Scheduled for completion by March 2021, the new showroom’s construction is the latest stage in a rebuilding program that has already gone on for months. Before last week’s groundbreaking they first had to extend a hangar-like roof over the entire expanse of their 10,000sqm lot area that’s about twice as much deep as it is wide. Under this roofed area, they constructed a cafeteria on stilts atop a paint and body repair area at the rearmost portion of the lot, and then temporary sales, admin and services offices adjacent to these.
With these moves that leave the all-important vehicle service bays untouched in front of the temporarily constructed offices, Isuzu Davao ensures uninterrupted sales and servicing operations while their old roadside showroom is demolished and completely rebuilt into a modern IOS structure–all these at their current long-held location in Matina at the center of Davao City.
Mr. Liu says: “We at Isuzu Davao are firm and resolute in our decision to carry out the mission of demolishing the old building and constructing a new and modern showroom. We have reached this final phase of construction which I consider like no other. I say this because we will be demolishing and building all in the same location. As we break this ground today, we will lay a stronger foundation that could last another 70 years.”
Decades of Southern Motors and Isuzu Philippines
SMDI president Liu describes the company as having been in operation for seven decades, and having been part of three generations of Filipino families and businesses. Isuzu Davao’s operator traces its history back to the Yutivo group’s Southern Motors, Inc. (SMI) dealership network that was established 71 years ago in 1949. A seller of General Motors (GM) vehicles back then, SMI was later caused by GM to reorganize into three independent companies serving separate and distinct areas of the country: Northern Motors, Inc. for Luzon, Cebu Southern Motors, Inc. for the Visayas, and Southern Motors of Davao, Inc. for Mindanao.
In 1973, the three independent companies became exclusive franchised dealers of newly incorporated General Motors Pilipinas which was GM’s joint venture with Isuzu Motors Ltd. and the Japanese brand’s initial entry into the country. That year, Southern Motors of Davao, Inc., operator of present-day Isuzu Davao and off-shoot of Yutivo group’s circa 1949 Southern Motors, became the exclusive franchised dealer for Southeastern Mindanao of General Motors Pilipinas and a seller of both GM and Isuzu vehicles.
Subsequently, with the Isuzu-GM industrial partnership still active globally, the two brands were separated locally with the establishment in 1989 of Isuzu Motors Pilipinas, a direct subsidiary of Isuzu Motors Ltd. in Japan and an interim step to a full-on manufacturing operation for the country. SMDI became exclusive franchised dealer for Southeastern Mindanao for Isuzu Motors Pilipinas two years later in 1991, and then for present-day Isuzu Philippines Corp. (IPC) in 1996 immediately after IPC’s anticipated establishment and takeover of Isuzu interests here 25 year ago in 1995.
Veteran proponent of new Isuzu initiative
IPC president Hajime Koso recognized Isuzu Davao’s significance and continuing role in bolstering the Isuzu brand, particularly with the new IOS initiative, saying:
“For more than 70 years, Isuzu Davao-SMDI has been in operations catering to clients in Davao City, providing outstanding sales experience and excellent aftersales service. Isuzu Davao has been a leader amongst the network and was even awarded the 2011 Isuzu Dealer of the Year. We in IPC are very proud that Isuzu Davao and its customers will be one of the first to experience the new and improved IOS.”