In her role as brand head, Lee will oversee business operation strategies and brand initiatives for JAC, the newest addition to the Astara Philippines distributorship portfolio. Her appointment marks a pivotal moment as the automotive brand gears up for its launch in the country under Astara’s wing at the 2024 Manila International Auto Show.

“We are thrilled to welcome Tonette to the Astara family. Her leadership experience in various industries brings a wealth of fresh perspectives to the table, which will be vital in driving the success of JAC in the Philippines. Her expertise and passion for the motoring industry make her the ideal leader to spearhead the brand’s launch and take the JAC brand to greater heights,” said Raoul Picello, Managing Director of Astara Philippines.

Lee is a seasoned executive in the motoring industry with more than three decades of experience. Throughout her career, Lee has led marketing and sales functions, and was instrumental in successful acquisitions and launches of emerging automotive brands in the country. Additionally, she has spearheaded dealership development initiatives for several distributors, the latest being Great Wall Motors (GWM). Her leadership is characterized by the implementation of modern and aggressive marketing strategies, cementing her reputation as a dynamic force in the automotive sector.

With a growing portfolio of global brands under its belt, Astara has established itself as a key player in the local automotive industry, remaining steadfast in its commitment to providing cutting-edge vehicles and service excellence to Filipino customers. Looking ahead with optimism, Astara sees its Philippine operations as a gateway to new opportunities and strategic expansion in Asia. Established in 2021, Astara Philippines now distributes four brands in the country: Peugeot, GAC, JMC, and JAC.