BJ Mercantile Inc., a 50-year-old stalwart in the commercial truck and bus sector, is making a major leap into the luxury passenger car market with the introduction of the Hongqi brand in the Philippines. The family-owned business, traditionally focused on heavy-duty vehicles, aims to capitalize on the growing demand for premium automobiles in the country.
Leilani Lim Tan, vice president of BJ Mercantile, emphasized the company’s strategic pivot into passenger cars, building on its success in commercial vehicles. “When we diversify, we want to stick within the vehicle industry. The next natural step for us is the passenger car sector,” she said. This expansion follows BJ Mercantile’s successful collaboration with Scania, a Swedish manufacturer of commercial vehicles, which also focuses on premium offerings.
Hongqi, a Chinese luxury car brand, has been a symbol of prestige since its inception in 1958, initially producing cars for government and diplomatic use. Since 2016, it has become available to the public, and BJ Mercantile plans to bring its high-end models to the Filipino market next year. “The prestige of the brand is reflected in its history as a symbol of the state,” Tan noted, highlighting the brand’s association with Chinese leaders, including President Xi Jinping, who still uses a Hongqi as his official car.
In addition to Hongqi, BJ Mercantile has recently secured exclusive partnerships with global vehicle manufacturers such as Ashok-Leyland from India and Japan’s Fuso. The company is also expanding its after-sales service network, planning more service centers in Visayas and Mindanao to support its growing portfolio.
With its entry into the luxury car market, BJ Mercantile is set to further solidify its position as a diversified automotive and logistics powerhouse, leveraging its decades of expertise to bring a new level of prestige to the Philippines’ premium vehicle landscape.
