HARIPHIL Asia Resources, Inc. (HARI), the Philippine distributor of Hyundai commercial vehicles (CV), has been one of the main drivers of the Philippine automotive industry, contributing to several sectors with their trucks and buses for the past 10 years. With the government aiming for 50% of all vehicle fleets to be electric by 2040 under a clean energy scenario, Hyundai Truck and Bus, one of several internationally acclaimed brands under HARI’s portfolio, takes the spotlight with its fleet of innovative electric vehicles (EVs) designed to support the country’s transition to sustainable mobility, including e-trucks, e-buses, and passenger models.
HARI showcased Hyundai’s latest innovations in commercial and public mobility at the Hyundai Truck and Bus EVolution expo last May 2 at Filinvest Alabang. During the event, the company launched three new vehicles to show its strong commitment to mobility and innovation: the Hyundai Mighty Electric, a light-duty electric truck; the Hyundai County Electric, Hyundai’s first electric minibus; and the HARI Cab, a locally assembled light-duty truck.
Mobility EVolution also served as a platform to connect and recognize exceptional transport cooperatives, fleet operators, and potential entrepreneurs. For the first time ever, Hyundai gave the first “Biyahenyo” award to the Magnificat Transport Cooperative, which displayed outstanding operational excellence in 2025. Similarly, the company honored the Tayug Pangasinan Transport Cooperative with a “Biyahero Award” for their compelling display of discipline, dedication, and heart.
“’Biyahenyo‘ embodies the heart of HARI CV’s advocacy,” HARI Vice-Chair, President and CEO Maria Fe Perez-Agudo said in a statement. “We want to reach out to all the entrepreneurs and so generate a wave of ‘Biyahenyos,’ empowered to uplift lives and to transform the transport industry with passion and purpose. And from this network of achievers, we hope to give rise to exceptional individuals whom we call Biyaheroes.”
Through its growing lineup of sustainable vehicles, strong after-sales service, and active engagement with key transport stakeholders, HARI is laying down the foundation for a cleaner, smarter, and more inclusive mobility future.
“Today marks an exhilarating milestone for HARI as we advance into a new era of our commercial vehicle business. Our enduring commitment to pioneering solutions has always centered on driving sustainable progress for enterprises,” Ms. Perez-Agudo said.
HARI’s CEO revealed to the media during the event that the company achieved a 27% growth rate last year compared to 2023, and it is aiming to sell 700 units for all the models that they have launched this year. She also underscored the role of mobility in the Philippines, highlighting its impact on major components of the country’s gross domestic product, such as consumption, investment, and net exports. In this regard, she shared that HARI’s business model for Hyundai CVs in the Philippines is designed for local conditions and the needs of the Filipino market.
“We emphasize affordability, easy maintenance, and nationwide after-sales support, including the availability of original parts and mobile service teams. By aligning with government programs and providing flexible financing, HARI ensures Hyundai vehicles are accessible and sustainable for micro, small, and medium enterprises (MSMEs) and transport cooperatives,” Ms. Perez-Agudo explained.
HARI’s CEO also delved into the efforts made by both the public and private sectors in pushing for electrification and a more sustainable transportation industry in the Philippines.
“Adopting EVs in the commercial vehicle industry will take time, yet the foundations for success are already being laid. A multi-sector approach is crucial to addressing concerns and hesitancy around electrification,” she said.
Some of the efforts by the government were lauded by Ms. Perez-Agudo, including tax incentives for consumers and manufacturers, efforts to reduce costs associated with EV adoptions, promoting local EV production to foster innovation and economic growth, as well as expanding a network of charging stations to support longer travel distances and wider accessibility.
“The infrastructure is low, so we will progress as the infrastructure improves faster. So that’s why the challenge for the private and public sector is to really improve the logistics and infrastructure development, which is through building more charging stations,” Ms. Perez-Agudo explained. “There should be some sense of balance between infrastructure development and the availability of electric vehicles.”
The HARI executive also acknowledged that the availability and sales of vehicles outpace the current infrastructure for EVs in the country for the time being. The government has its own infrastructure budget but is also encouraging private sector investment. While vehicle sales may currently be growing faster than infrastructure development, Ms. Perez-Agudo believes that infrastructure will eventually catch up. Hyundai and other stakeholders are already launching initiatives, and as these progress, they will also focus on building and developing their own infrastructure.
The future of electric vehicles in the Philippines, Ms. Perez-Agudo also stressed, may not be solely reliant on vehicle sales and infrastructure but also on the local manufacturing of key components, especially batteries.
“I think everybody needs to concentrate on the battery,” she said. “Because even if you manufacture these parts, if there’s no battery supply, then it will be challenging. I think it’s a whole ecosystem that we have to look at for this; but we’re not in a rush. The Philippines is at the best time right now to take advantage of some other issues that is happening around the world and capture the business from other parts of the world,” she said.
As for what lies ahead for HARI in the country, Ms. Perez-Agudo said HARI is focused on building brands under its portfolio, which includes the likes of Hyundai, Chevrolet, and Volvo. Car enthusiasts can expect more new models to come this year, as well as new dealerships to open across the archipelago.
“To achieve our goals, Team HARI and our dealership network continue to embrace and smartly invest in new technology to enhance operations while delivering customer satisfaction with ‘the heart’ that HARI is known for,” she said.
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