Hariphil Asia Resources, Inc. (HARI), the exclusive distributor of Hyundai trucks and buses in the Philippines, is targeting to sell 700 units across all models in 2025, capitalizing on strong product performance, a growing order pipeline, and government support for public utility vehicle modernization.
“We achieved a 27 percent growth last year versus 2023, and this year, we’re aiming for 700 units for all the models we’ve launched,” said Ma. Fe Perez-Agudo, HARI vice chairman, president, and chief executive.
The automotive company has already hit 25 percent of its 2025 sales target as of May, with the rollout out the new models.
HARI currently holds the top spot in the bus segment and ranks sixth in trucks, according to official records.
The company attributes this to the strong market reception of its models such as the Solati, County, and HD50S GT, along with the growing interest in its electric vehicle (EV) lineup, including the newly launched electric bus variant.
The firm is banking on the government’s modernization program to further drive demand, particularly from transport cooperatives.
“We already have a queue of over a thousand units. However, the pace of orders is still dependent on government funding and the cooperatives’ ability to meet financing requirements,” Perez-Agudo said.
“The Department of Transportation is working on a resolution. If funding is released earlier, we could move orders faster,” she said, highlighting the significance of the Modernized Public Utility Bus (MPUB) program.
HARI is positioning itself to support the government’s electric mobility roadmap, which aims to electrify 5 to 10 percent of government vehicle fleets by 2034.
“We are committed to this goal and are developing our own EV infrastructure. All our dealers will be equipped with charging stations,” Perez-Agudo said.
With all models imported from South Korea, HARI is confident in the quality and competitiveness of its lineup.
The company is also planning a broader rollout of its EX-8 light to medium trucks, supporting both logistics and transport sectors.
