Gencars@44: Journeying Stronger Beyond 44

ISUZU GENCARS, INC. further solidifies its commitment to be one of the best dealers in the motor vehicle industry in its 44th year by embracing chan­ges, overcoming challenges, and adopting innovations, all while staying true to its core values of excellence, customer satisfaction, and integrity.

Guided by the vision and ­ideals of its founder, Ambassador Antonio L. Cabangon Chua, Gencars, Inc. continues to soar as a trusted and reliable partner of Isuzu Philippines in making sure that Filipinos are given access to the best quality Isuzu vehicles and services.


How the journey of Gencars started

The company was named Gencars because most of its investors upon its establishment in 1978 were military generals. They were friends of Ambassador Cabangon Chua who shared the same vision of providing mobility solutions for the Filipinos.

The very first Isuzu Gencars dealership opened on a one-hectare property at the corner of Chino Roces ­Aven­ue (formerly Pasong Tamo) and Dela Rosa Street in Barangay Pio Del Pilar, Makati City. It houses a spacious Isuzu vehicle showroom and a Five (5)-Star service shop that provides superb car care for clients. The company also acquired a 700-sqm lot in Bangkal, Makati, which is ­being used as a stockyard that can hold more than 50 new vehicles.

To sustain its ­momentum, Gencars expanded in 1996 with the opening of Isuzu Batangas in Barangay San Roque, Sto. Tomas, Batangas. After four years, Isuzu San Pablo City, Laguna opened as the third branch in the Gencars chain of Isuzu dealerships. Inaugurated on November 17, 2000, Isuzu San Pablo supplies brand new vehicles to clients in different parts of the Province of Laguna, as well as the Pro­vince of Quezon, and even as far as the Bicol Region. Clients in these areas are also able to avail themselves of the superior car services provided by Isuzu San Pablo.

Seeing another opportunity for expansion, Gencars chose Bicolandia as the location of its next two dealerships. Its fourth branch, loca­ted at J.P. Rizal Street, Legazpi City, Albay, started operations on July 17, 2006, while its fifth dealership, Isuzu Naga, opened at Maharlika Highway, Pili, Camarines Sur on August 8, 2008. These two branches of Gencars cater to the motoring needs of the Bicolanos, providing them with better modes of transportation as well as modern facilities for after-sales services.

The company’s expansion thrust continued as it opened its next branch in 2016, this time in Batangas City. The sixth Isuzu Gencars dealership is located at the biggest land transportation terminal in the city, the Batangas City Grand Terminal Complex on Diversion Road, Barangay Alangilan, Batangas City. It is a prime location known as an automotive row in the area because of the presence of several major automotive vehicle manufacturers.

Just a year after the opening of Isuzu Batangas City, Gencars inaugurated its seventh branch in the highly industrial City of Santa Rosa. Situated at the Santa Rosa-Tagaytay Road in Barangay Pulong Sta. Cruz, Isuzu Gencars Santa Rosa supplies quality Isuzu vehicles to major esta­blishments in the city and its nearby towns. It also provides excellent after-sales services to the company’s growing clientele in the Province of Laguna.

The journey of 2 popemobiles

A great blessing and very important responsibility was given to Gencars when it was tasked to make the pope­mobile used by Pope Francis du­ring his visit to the Philippines in January 2015.

Wasting no time to fulfill this important role, Gencars partnered with Almazora Motors to work on the pope­mobile by customizing a two-cab Isuzu D-Max body following the standards and requirements set by Vatican Security. The working team followed the APQP system based on Japanese standards to ensure that they would be done in time to meet the tight production deadline.

After passing the inspection of representatives from the Vatican, and just a few days before the arrival of Pope Francis, the D-Max Pope­mobile was brought to the Arzobispado in Manila where then Manila Archbi­shop Luis An­tonio Cardinal Tagle ­blessed it.

The Pontiff personally extended his thanks to Gencars founder, Ambassador Antonio L. Cabangon Chua, and then Gencars president and CEO D. Edgard A. Cabangon, during the Encounter with the Youth event at the University of Santo Tomas. Pope Francis even complimented the Isuzu Popemobile, saying “this is a beautiful car.” The customized D-Max carried the pope during most of his travels in Manila.

A second Isuzu D-Max Popemobile was donated by Gencars to the Vatican later that year. Also manufactured with the help of Almazora Motors, the vehicle was presented by the Cabangon Family during an audience with Pope Francis in Rome, Italy in October 2015. “We consider it a great privilege and a blessing to be asked to build the popemobile. We were able to serve His Holiness, and while doing so, we also proved that Filipinos are capable of buil­ding world-class vehicles,” said Edgard Cabangon.

IOS transformation journey

The first-ever branch of Isuzu Gencars was also the first dealership in the company’s chain to undergo a major transformation to adopt the new Isuzu Outlet Standard design or IOS.

Gencars celebrated the relaunching of Isuzu Makati IOS last March 30 in a gathe­ring attended by then outgoing Isuzu Philippines Corp. (IPC) president Hajime Koso and other IPC officials.

After applying the IOS, the new Isuzu Makati now sports an elegant black façade that is complemented by the clean white Isuzu Makati signage. It also has a red accent, a color that has always been part of the Isuzu branding.

Aside from the exterior of the showroom, the interior of Isuzu Makati has also been upgraded. There is now a spacious and cozy custo­mer lounge where clients can stay and relax. “As one of IPC’s longtime partners, Gencars shares the company’s desire to enhance the experience of our customers whenever they visit our dealerships. With our new IOS-compliant Isuzu Makati, we are confident that our loyal customers, as well as first-time visitors, will appreciate the upgrades, along with our excellent products and services,” Chairman D. Edgard A. Caba­ngon said during the relaunch of Isuzu Makati IOS.

Other Gencars branches are also set to undergo a major facelift to follow the IOS soon.

Meanwhile, Isuzu San Pablo is moving to a better location. Last September 22, Gencars celebrated the Groundbreaking of the dealership’s new location at Km 85 Maharlika Highway, Barangay San Ignacio, San Pablo City, Laguna. The new Isuzu San Pablo will occupy 7,220.23 square meters of the 1-hectare property purchased by Gencars. It will be constructed with the help of RDB Tecson and Associates, an ISO-Certified firm that was also responsible for the transformation of Isuzu Makati into an IOS dealership.

Journeying stronger beyond 44

Things are looking up for Isuzu Gencars as it embarks on the journey beyond its 44th year. Together with its pool of talented personnel and determined sales associates, the company affirms its commitment to bringing the best quality Isuzu vehicles and excellent services closer to more Filipinos to help provide them with better mobility options.
Inspired by the leadership of Chairman Cabangon, Gencars will continue to soar to greater heights as it remains a dependable partner to Isuzu Philippines Corporation and a valuable contributor to nation-building.