Astara PH appoints industry veteran Arlan Reyes as Peugeot and JMC brand head

On December 6, 2023, Astara Philippines, a widely renowned mobility company announced the person who will take charge as brand head for JMC and Peugeot. This comes hot on the heels of the news that JMC will join GAC and Peugeot as one of the brands under Astara’s distributorship here in the Philippines.

The person that Astara has chosen for the job is Arlan Reyes, a veteran in the motoring industry with over 25 years of expertise. Reyes will lead brand operations for JMC, the newest inclusion in Astara Philippines' portfolio. His key responsibilities include the crucial task of launching the JMC brand and steering its business operation strategies. Furthermore, Reyes will oversee all brand initiatives for Peugeot.

Related: Astara Philippines is named as distributor of JMC in the country

“We are thrilled to welcome Arlan to the Astara family. His rich experience and proven track record in the motoring industry make him the ideal leader for JMC and Peugeot under Astara Philippines. We look forward to achieving new milestones together and further solidifying our position as a key player in the automotive sector.”

Raoul Picello
Managing Director, Astara Philippines

Carrying with him years of expertise and knowledge of the local automotive industry to Astara Philippines, Reyes is poised to contribute significantly to the strategic vision that will propel both JMC and Peugeot into becoming preferred brands in the highly competitive motoring landscape here in the Philippines.

Of course, knowledge and experience are gathered through extensive hours of work, and with a career that began a few years before the turn of the 21st century, Reyes is definitely a veteran in the field. Reyes embarked on his industry journey with Mitsubishi Motors Philippines Corporation (MMPC) in November 1994 before opting for early retirement in July 2019. Subsequently, he was offered to join Astara Philippines as the brand head for JMC and Peugeot.

Speaking on the appointment of Reyes, Picello further adds, “Our new executive leadership team is integral to our enduring strategy designed to strengthen our standing as a prominent player in the local automotive landscape. We've achieved remarkable success during our initial two years in the country, and our unwavering passion propels us toward even greater heights in 2024.”

Astara Philippines has said before that it is determined to provide Filipinos with great vehicles and excellent service. The recent appointment of Reyes, a seasoned veteran with a genuine passion for cars, serves as Astara's way to show us that they are serious about this mission.