As Gencars, Inc. celebrates its 46th anniversary, the theme “A Journey Destined to Last” echoes deeply within its story—a narrative intertwined with resilience, dedication, and a steadfast commitment to quality. This journey reflects not only the years that have passed, but also the unyielding spirit that has defined the company’s path in the ever-evolving automotive landscape.
Isuzu Gencars was founded in 1978 by Ambassador Antonio L. Cabangon Chua, whose vision was to provide Filipinos with access to exceptional Isuzu vehicles and outstanding service. Teaming up with military generals who shared his dream, Ambassador Cabangon Chua forged a company rooted in values of strength and service, aptly named “Gencars” to honor its military heritage. This foundation set the start of the journey that would prove to be enduring.
The company’s first dealership opened in Makati City, featuring an expansive showroom and a cutting-edge five-star service center. From the outset, Isuzu Gencars was dedicated to excellence, establishing high standards that would not only serve its customers, but also create a lasting reputation in the industry. Each vehicle sold and every service rendered became a building block in the enduring legacy of Isuzu Gencars.
As the company grew, it recognized the importance of reaching more communities across the Philippines. In 1996, Isuzu Batangas opened its doors in Sto. Tomas, Batangas, marking a significant expansion. This was followed by Isuzu San Pablo City in 2000, which catered to clients in Laguna, Quezon provinces, and the Bicol Region. Recognizing the potential in Bicolandia, Isuzu Gencars established branches in Legazpi City, Albay and Pili, Camarines Sur, in 2006 and 2008, respectively. Each new location not only offered enhanced transportation options but also delivered modern aftersales services to these communities.
In 2016, Isuzu Gencars inaugurated its sixth dealership in Batangas City, strategically positioned at the Batangas City Grand Terminal Complex. The following year, the company expanded its footprint further by opening its seventh branch in Sta. Rosa, Laguna, which allowed it to serve major establishments in the city and surrounding areas while maintaining its hallmark of exceptional aftersales service.
The 46th-year celebration has become even more remarkable with significant milestones that showcased the company’s dedication to excellence. The back-to-back wins at the Dealer of the Year Awards (DOYA) in 2022 and 2023 stand as a testament to this commitment. These accolades reflect the hard work and determination of every employee, all unified in their mission to provide exceptional service—a mission that underscores the very essence of Isuzu Gencars as a company built to last.
Another milestone was achieved on June 14, 2024, when Gencars unveiled the Philippines’ largest Isuzu showroom in San Pablo, Laguna. The dealership, which began in 2001 on a 1,075-square-meter lot along Colago Ave., Brgy. 1-A, expanded to 2,145 square meters over time. In its quest to provide the best customer experience for its growing clientele, the dealership has relocated to a more spacious site at Km. 85 Maharlika Highway, Brgy. San Ignacio. Spanning 10,000 square meters, with 8,147 square meters dedicated to the showroom and service center, it sets a new standard for Isuzu dealerships in the country. This state-of-the-art facility embodies the spirit of innovation and quality that Gencars stands for, offering customers a premier experience that aligns with the company’s long-lasting dedication to service.
Leading this legacy forward is Gencars Chairman D. Edgard A. Cabangon, whose vision has been instrumental in steering the company through both challenges and triumphs. Under his leadership, Isuzu Gencars has consistently focused on quality and customer satisfaction, ensuring that each step in its journey is marked by excellence. His trusted executive officers and dedicated staff share this commitment, working together to uphold the values that have defined Isuzu Gencars for decades.
Cabangon shared, “As part of our unwavering commitment to excellence, we have fully adapted Isuzu Makati and Isuzu Batangas to the Isuzu Outlet Standards, setting a new benchmark for quality and service. Now, we are excited to expand this transformation to other Isuzu dealerships under the Gencars group. This June, we proudly unveiled the largest Isuzu showroom in the Philippines, located in San Pablo, Laguna, reinforcing our dedication to providing an unparalleled customer experience.”
“The trust our customers place in us fuels our success, and in return, we pledge to deliver exceptional service. We extend our heartfelt gratitude to our partners at Isuzu Philippines Corporation, and we dedicate all our achievements to my father, Amb. Antonio L. Cabangon Chua,” he added.
As the company navigates this path, a new generation is stepping up to ensure that the journey continues to thrive. Operations Executive Giannina Eunice A. Cabangon, D. Edgard Cabangon’s daughter, embodies the fresh perspectives that will carry the company forward. Her involvement symbolizes a seamless transition of values and a pledge to uphold the legacy of excellence and service that has been built over the years.
Looking to the future, Isuzu Gencars is more committed than ever to its pledge of quality and reliability. The foundation laid over 46 years provides a strong platform for growth and innovation, ensuring that every journey with Isuzu Gencars is truly destined to last.
