Reyes, a seasoned executive with more than 25 years motoring industry experience, will spearhead brand operations for JMC, the latest addition to Astara Philippines’ portfolio. Reyes is tasked with the pivotal responsibility of launching the JMC brand and directing its business operation strategies. Additionally, he will manage all brand initiatives for Peugeot.

Raoul Picello, Managing Director of Astara Philippines, expressed enthusiasm about the appointment, stating, “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.”

Reyes brings a wealth of industry knowledge and leadership expertise to Astara Philippines, and his strategic vision is expected to play a crucial role in steering both JMC and Peugeot to becoming preferred brands in the competitive motoring landscape.

Before his move to Astara, Reyes worked at Mitsubishi Motors Philippines as Assistant Vice President before moving to the Philippine distributor of Dongfeng and Tata.

Picello elaborates, stating, “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.”