Walk into a car dealership in the Philippines today, and you’ll see busy showrooms filled with excitement. For many Filipinos, buying a car is a goal, an investment, a symbol of dreams, and a source of pride for the family.
These days, though, car buyers are thinking beyond just price tags or features. They’re looking for brands that align with their needs and values. As the car industry in the Philippines grows and competition intensifies, how can brands keep up and stand out? This blog explores strategies that can make a difference.
Today’s Philippine automotive industry
The Philippine auto industry is revving up, hitting impressive milestones. In 2023, over 441,000 vehicles were sold, a nearly 19% leap from 2022. The momentum carried into 2024, with the Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI) reporting double-digit growth. January alone saw 34,060 units sold, a 10% increase from the same period last year. With CAMPI projecting sales to hit 468,000 units by year-end, the industry is on track to reclaim the record-breaking highs of 2017.
With clear signs that the industry is moving forward, you might be wondering what’s driving this growth?
Why are Filipinos buying more cars?
Economic recovery
The economy is bouncing back. GDP grew by 5.6% in 2023 and is on track to hit over 6% in 2024. Unemployment is at a 15-year low, and inflation is finally calming down. These changes are giving Filipinos the confidence to make big purchases, and cars are often at the top of the list. Add to that, steady OFW remittances, growing by 3% to 3.5% annually, are also helping Filipino families afford durable goods like vehicles.
A growing market
After a big drop in 2020, car sales have been climbing steadily—16% growth in 2021, 24% in 2022, and 20% in 2023. These numbers have surpassed pre-pandemic levels, and with incomes expected to rise further, more Filipinos are entering the car market.
Flexible financing options
Banks and car financing services are making car ownership more achievable. Major players like BDO, BPI, and Toyota Financial Services offer financing programs tailored to different needs, including low- or zero-down payments, deferred payment plans, and competitive interest rates. This means that Filipinos who once thought owning a car was out of reach now have the flexibility to make it happen.
ALSO READ: The Rise of the Cashless Economy
New brands and models driving demand
With multiple Chinese car brands entering the market and existing automakers launching new models, buyers now have a lot to choose from. Whether you’re looking for a budget-friendly sedan or a high-end SUV, there’s something for everyone. Plus, the competition has sparked great deals and promotions, giving buyers even more reasons to head to the dealership.
Infrastructure and Electric Vehicles (EVs)
Better infrastructure and easier mobility are helping drive car sales, while the government’s push for sustainable transportation is slowly bringing electric vehicles into the mix. While still a small part of the market, EVs are gaining attention as more Filipinos explore eco-friendly options for their next car.
Marketing cars in 2025: Strategies that work
Now that we’ve looked at what’s fueling the growth in the market, let’s talk about how your brand can ride this momentum. Here are 9 automotive marketing strategies to help you connect with customers and stand out in this industry.
1. Tap into the growing demand for private cars
During the pandemic, many Filipinos shifted to private cars instead of public transportation, prioritizing health and safety. This trend led to a noticeable rise in car registrations, with over 1.27 million private vehicles registered in 2022, steadily increasing since 2020.
Despite the easing of lockdowns and the gradual return to public transportation, the preference for private vehicles remains strong, with the overall number of registered vehicles reaching 13,889,136 in 2022, a 7% increase from the previous year. This shows that while public transport use is bouncing back, many Filipinos still value the safety and convenience of having their own car.
What you can do:
- Position car ownership as a practical solution for families and professionals. Highlight benefits like safe travel, flexibility, and ease in daily commutes.
- Use real-life testimonials or stories to showcase how cars can offer peace of mind and freedom in daily life. Personal, relatable narratives can create emotional connections with your audience.
- Target first-time buyers by focusing on affordability, reliability, and features like low maintenance costs.
2. Make financing accessible and easy to understand
Flexible financing options, like low down payments and manageable monthly fees, are helping more Filipinos afford cars. Banks like BDO and BPI are offering plans tailored to budget-conscious buyers.
What you can do:
- Break down financing options in your ads so they’re easy to understand. Show potential buyers how they can start their car ownership journey with just a low down payment or manageable monthly fees.
- Highlight real stories of people who turned their dream of owning a car into reality through financing. Use testimonials to make the process easy to understand and achievable.
- Partner with banks and offer exclusive promos that make your dealership the go-to choice for affordable plans.
3. Combine affordability with quality
Filipinos want cars that are affordable but still reliable and built to last. The growing presence of brands like Geely and Chery has shown that there’s a big market for cost-effective options.
What you can do:
- Showcase car models that are easy on the wallet but packed with practical features like fuel efficiency and safety. Let buyers see that affordability doesn’t mean compromising on quality.
- Create simple, side-by-side comparisons to show why your cars are a smarter choice than more expensive options. Focus on what matters to buyers: better mileage, lower costs, and top-notch reliability.
- Work with relatable influencers who can genuinely vouch for your brand. Their reviews and real-life stories can build trust and help you connect with your audience on a personal level.
4. Ride the rising interest in Electric Vehicles (EVs)
Electric vehicles (EVs) are steadily gaining momentum in the Philippines. Sales jumped from just 1,000 units in 2022 to over 10,000 in 2023, showing that more Filipinos are exploring sustainable transportation options. This shift reflects the growing awareness towards greener mobility solutions.
What you can do:
- Run simple, engaging campaigns that show how EVs can save money on fuel and help the environment with zero tailpipe emissions. Use easy-to-understand visuals and examples to make the benefits clear.
- Partner with government initiatives to highlight tax breaks, charging station projects, and other EV-friendly initiatives to show buyers how much they can gain by going electric.
- Use social media to showcase EV features. Think smart tech, sleek designs, and eco-friendly perks. Focus on connecting with younger, tech-savvy buyers who are open to innovative ideas.
ALSO READ: Electrification in the Auto Industry: BMW Takes the Lead
5. Capitalize on the growing used car market
More Filipinos are turning to pre-owned vehicles as a smart and affordable option for car ownership. Based on Ken Research, the Philippine used car market is projected to grow at a compound annual growth rate (CAGR) of 8.9% in the coming years. This is fueled by affordability concerns, economic recovery, and an expanding range of options for budget-conscious buyers.
What you can do:
- Show your customers you’ve got nothing to hide. Share clear details about pricing, car history, and the quality checks every car goes through. Buyers want to feel confident they’re getting a great deal without any surprises.
- Make your cars stand out by offering warranties, trade-in deals, or free servicing. These extras can be the deciding factor for budget-conscious buyers who want reliability and peace of mind.
- While most Filipinos still prefer buying used cars from dealers, online sales are quickly gaining traction as internet use grows. Platforms like Facebook, Carousell, Carmudi, and Philkotse are becoming popular for used car shopping. Showcase your inventory with clear photos, detailed specs, and honest pricing to attract buyers.
6. Embrace digital platforms and local SEO for better visibility
Fun fact: 76% of people who search “car dealership near me” visit one within 24 hours, and 28% of those visits lead to a purchase. Local SEO is a game-changer, it helps your business stand out in searches for buyers in specific locations, whether it’s Metro Manila or growing areas like Cebu and Davao.
What you can do:
- Optimize your website with location-based keywords, such as “best car deals in Cebu” or “reliable SUVs in Davao.” This approach helps attract local buyers searching for vehicles in these regions.
- Claim your Google Business Profile and keep it updated with accurate contact information, customer reviews, and high-quality photos. This will boost your visibility in local search results and build trust with potential customers
- Run geo-targeted ads to reach buyers in high-demand areas. Tailoring your ads to specific locations increases relevance and effectiveness, leading to higher engagement rates.
ALSO READ: SEO Tips from A Digital Marketing Expert
7. Sell the dream of a better life on the road
For many Filipinos, owning a car transcends mere transportation, it symbolizes freedom, convenience, and enhanced quality of life. With this image, you can position your brand as a partner in fulfilling these aspirations.
What you can do:
- Create campaigns that reflect the Filipino lifestyle. Show families enjoying road trips together, capturing the fun and bonding that comes with owning a car. Highlight professionals who save time and stress with their own vehicle, showing how it improves their daily lives.
- Talk about features that Filipinos value, like spacious interiors for family trips, advanced safety features for peace of mind, and fuel efficiency to save on costs. Show how these practical benefits make your cars a perfect fit for everyday needs.
- Run ads that focus on milestones like “Your First Car” or “A Family Upgrade.” These messages tap into the pride and excitement of owning a car, making it a celebration of progress and achievement.
8. Put sustainability in the spotlight
As more Filipinos become aware of the need for sustainable choices, greener options like EVs are getting more attention. The government is backing this shift with its EV roadmap, including policies like the Electric Vehicle Industry Development Act (EVIDA), which aims for a 5% EV share in vehicle fleets. This is a clear signal that the market for eco-friendly cars is growing.
What you can do:
- Highlight your hybrid and EV models. Talk about the benefits such as reduced emissions and long-term cost savings. For instance, EVs can lead to huge fuel savings over time, appealing to both environmentally and financially conscious consumers.
- Run campaigns around Earth Day or similar events to draw attention to your eco-friendly initiatives. It’s a great way to connect with people who care about the planet.
- Collaborate with environmental groups to show your commitment to sustainability. Partnerships like this build trust and make your brand stand out to eco-conscious buyers.
9. Be data-driven to understand customer needs
To connect with your customers, you need to know what they’re looking for. SUVs are gaining popularity in cities, and eco-conscious buyers are starting to explore electric vehicles (EVs). The better you understand these trends, the easier it is to create campaigns that click.
What you can do:
- Use analytics tools to discover which car features, price ranges, or models are most popular in your area. This helps you focus on what people actually want.
- Monitor social media conversations to see what people are saying about your brand and competitors.
- Analyze how your campaigns are covered in the news. Positive stories can be shared, and constructive feedback can guide improvements.
- Personalize ads based on what different groups care about, like affordability for families or sustainability for young professionals.
- Spot early trends, like the growing interest in EVs or smart car technology. Adjust your strategy to align with what’s next on your customers’ wish lists.
Bright Opportunities Ahead for the Philippine Automotive Industry
The Philippine car market is growing fast, with more people looking for private cars, exploring EVs, and choosing affordable used options. It’s an exciting time for brands willing to adapt, stay creative, and really listen to what customers need.Now is the time to drive your marketing strategies forward, connect with your customers, and lead in an industry that’s always moving. Media Meter is a real-time monitoring tool that helps automotive brands track industry trends, analyze customer sentiment, and stay ahead of the competition. Contact us to learn more.
