What is the Astara Group?

You may have heard of Peugeot and GAC, but you might not have heard of the brands’ new parent company, Astara. Based in Madrid, Spain, the group has holdings in Europe and Latin America, serving as the distributor for car brands in multiple territories. Astara used to be known as Bergé Auto, which was first established in 1979. 

After several decades of experience, Astara formally entered the Philippine market with Peugeot under its wing in January 2022. The group then acquired the rights to distribute the GAC brand shortly thereafter. With two marques under its wing, a partnership with Stellantis, and the goal of bringing quality automobiles into the homes of Filipinos, we’re here today, with the brand in full force, bringing the best of Peugeot and GAC to Philippine dealers across the country. 

The first brand that the Astara Group added to its portfolio in the country was the French marque that’s known for its upscale and rather accessible cars. Peugeot is known for several automobile models like the 2008, 3008, and the 5008 crossovers. The Group also considered the Peugeot Traveller to be a worthy model to field in the market as a premium people carrier that competes against several established names in the country. 

The Astara Group sent out a press release dated January 17, 2023, detailing the acquisition of the rights to the French brand in the country. What’s interesting about this “takeover” as the Group writes, is that it marked the first expansion of the Astara group in South East Asia, and the whole of Asia itself. Peugeot Philippines was also just as thrilled to be going into business with the Group, stating: 

With that, Peugeot Philippines has entered into a revival with its lineup, with worthwhile additions such as the 2008, 3008, 5008, and Traveller as previously mentioned. The brand will be focusing on crossovers for now, with no news yet (at least at the time of this article’s writing) about sedans and other models. So far, the most progressive model to debut or get showcased is the Peugeot e-2008, an all-electric model that will mark the first time that the Peugeot brand progresses into a zero-emissions future. 

As for the logistics of the brand, Peugeot Philippines under the Astara group gets their units from the brand’s factory in Gurun, Malaysia, allowing the brand to sell cars at affordable prices to Philippine car buyers. It’s also an interesting fact that Peugeot Philippines started out its rebirth under the Astara Group with the launch of the new Peugeot 5008 seven-seater. The new model set the tone for the brand, and the stage for the companies behind it, offering consumers a premium look into the world of Peugeot’s offerings, at a price that remains competitive with other midsize competitors. Now, it seems, the brand will be focused on the upper end of the market, tailoring its offerings to consumers with an appreciation for premium quality, but at a price that’s indicative of the marque’s heritage and capabilities. 

In December 2022, GAC joined the Astara Group. GAC Motor remained quiet for a while in 2022, only to come back better than ever under Astara. As a year-end cap to one of the more challenging years of regrowth for the Philippine automotive industry, GAC Philippines marked its partnership with the Astara Group as a momentous occasion, holding a ceremony for the successful relaunch of the brand under the new partnership. GAC Philippines reaffirmed its commitment to giving top-notch service to its customers, as well as world-class products. 

The Astara Group is no stranger to the GAC brand as it openly distributes the marque in Latin American countries like Peru and Chile. Now, GAC’s entering into a new age under Astara, with premium models being fielded like the GS8, Empow, GS4, and many more. The full lineup of GAC cars in the Philippines covers a wide range of body styles and lifestyles, from affordable daily drivers to premium do-it-all models, the company is now reinvigorated under the group, and ready to take on the rest of the industry and all known rivals in the market. 

Aside from the distribution of brands, Astara also seeks progress in all of the countries that it is in. Employing over 2,500 people across three continents, 19 countries, and 30 nationalities, Astara is a multinational, multicultural, and multifaceted company that not only seeks to grow itself, but to grow its own brand of mobility with the brands it carries. 

The Astara Group also boasts of its cutting-edge systems in identifying and determining the right course of action to address global consumer trends through competitive strategies. The Group also boasts of its engineers, marketing experts, and IT specialists, that are ready and willing to find the best solutions for the market in which the Group finds itself. With the brand’s approach, it tailor-makes its approach to deliver a meaningful customer experience with the brands that it carries. 

As of 2022, the Astara Group has sold a total of 230,000 automobiles and reported a turnover of €5,000,000,000 EUR, yes, five-billion Euros. The Group has also found itself participating in the Dakar Rally, one of the most vicious motorsport competitions in the world. 

In closing, we can also expect the Astara Group to keep to its philosophies, i.e. its core values which are: 

1. Innovative - We imagine, we create, we develop new ways to solve mobility challenges. Our disruption will help people move in smarter, better ways. 
2. Open-minded - We are curious to know other visions, points of view, and future trends. ​We value the diversity of experiences, skills and ideas. ​We listen to our customers, employees, partners, and shareholders to explore new opportunities, creating strong collaborative networks based on trust.​
3. Human - Committed to making a positive impact on people.​ We are loyal to our commitment of human progress.
4. Courageous - We believe in the need to change in order to move forward using the power of data to lead the change. We act with determination to achieve progress responding with agility and audacity.

We look forward to the future of the Astara Group in the Philippines. With world-class brands under its belt, under world-class leadership, it seems that the future is bright for both marques in the country. Whether or not they do leave a mark has yet to be seen, but outlooks are looking great with strides already made for Peugeot and GAC in the country.