EVERY DAY cars are seen on the Metro Manila Avenue called Edsa. But it is not every day that a car is actually launched on that historic Philippine highway.

This is why The Covenant Car Co. Inc., or TCCCI, the official dealer of General Motors in the Philippines, decided to unveil its very first offering this year on Edsa where the tallest LED billboard in the world is located.

In a bold and strong statement, the newly appointed exclusive importer and distributor of Chevrolet in the country introduced the new Chevy Cruze to the Philippine market via a dealer and media launch in in Mandaluyong City.

In full view of all the cars and buses plying Edsa through a giant LED screen, the Cruze was unveiled to the public eye. Vehicles slowed as visions of the new Chevy flashed on the screen, a super red LT and pewter gray LS variants.

TCCCI chairman of the board Jose L. Cuisia Jr. encouraged everyone to “embrace change and break away from the ordinary for it will bring us to greater heights and will improve our lives tremendously, similar to what the Cruze can offer the market.”

Chevrolet’s evolution in response to such change and TCCCI’s efforts to do things differently as opposed to the norm hopes to propel the brand to a level that will positively contribute to the lives of the Filipino people.

GM president for Southeast Asian Region Steve Carlisle also harped on talks of change as he himself elaborated on many changes in the brand. Carlisle showed support in the change in management, referring to TCCCI; and the progressive and advanced changes in the compact sedan market, ultimately directing the Cruze as a definitive answer to the ever-changing needs of its market.

Managing director and chief operating officer Atty. Alberto Arcilla also spoke of change as embodied by the Cruze and its significance to the Chevrolet brand in the Philippines. “Only Chevrolet can make everyone who drives a Cruze ‘Larger than Life’ and soon the Chevrolet Cruze will be the main attraction of the metro’s prominent thoroughfare,” said Arcilla.

The new Chevrolet Cruze is “a compact sedan with performance, style, practicality and dependability in one taut and handsome package.” It is offered in L, LS and LT variants and boasts of a 1.8-liter 138-hp engine, six-speed manual and automatic transmissions, 17-inch wheels, four-wheel disc brakes with antilock brake system (ABS) and electronic brake force distribution (EBD), dual and side airbags, and even electronic traction control (ETC) for the LT level.

The Cruze also packs a six-CD/MP3 (in the LS and LT) or single-CD/MP3 (in the L) in-car entertainment (ICE), steering wheel-mounted audio controls, six speakers, USB port and auxiliary input, graphic multi-information display, a trunk lid with touch pad, rear fog lamps, automatic headlamps and rear park assist (ultrasonic) sensors. The LT model even comes with power-folding side view mirrors and rain-sensing wipers.

All these features are wrapped in a shape and profile that’s more befitting a sports sedan, inside and out, effecting a radical change in the face of the compact family sedan forever. The Cruze’s introduction is one of the many results that can be expected from TCCCI’s positive change and innovation, as the company evolves to more effectively respond to the changing needs of its customers.

Business Mirror

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