Changan’s electrified sub-brand enters through Autohub Group with pricing that undercuts the segment it claims to belong to.
The Bottom Line
- Deepal launched in the Philippines at MIAS 2026 with the S05 BEV, S05 REEV, and G318 REEV, distributed exclusively by Autohub Group.
- The brand’s local pricing sits below where most Chinese EV sub-brands have positioned themselves, compressing room for competitors stuck between value and premium.
- Autohub President Willy Tee Ten now also heads EVAP, giving the group outsized influence over both EV distribution and industry policy direction.
- The S07 was previewed at the show but is not part of the initial sales lineup, signaling a phased rollout rather than a volume flood.
Deepal Philippines Launch at MIAS 2026
Deepal, the electrified sub-brand under Changan Automobile, made its Philippine debut at the 2026 Manila International Auto Show. The brand’s local arm, operating under the exclusive distributorship of Autohub Group, opened with three models: the S05 in both battery electric and range-extended electric configurations, and the G318 REEV, a dual-motor off-road SUV.
The Deepal Philippines launch matters less for what it adds to the market and more for where it lands within it. Chinese EV brands entering the Philippines over the past two years have largely settled into a pattern: position slightly below Japanese and Korean incumbents on price, slightly above on features, and lean on novelty to close the gap on brand trust. Deepal skipped that playbook. Its entry pricing sits below what the market has come to expect from a second-generation Chinese EV brand, particularly one backed by a state-affiliated parent company with the manufacturing depth of Changan.
That pricing posture creates a problem for every Chinese EV competitor that has been relying on a premium-adjacent narrative to justify margins.
The Autohub Group Equation
Autohub is not a new entrant to electrification. The group already distributes Zeekr, Lotus, and Mini in the Philippines, giving it a portfolio that stretches from accessible to aspirational. Adding Deepal fills a specific gap: an electrified brand priced for volume, not prestige.
The timing of the distributorship carries an additional layer. Autohub President Willy Tee Ten was appointed president of the Electric Vehicle Association of the Philippines (EVAP) in March 2026, succeeding Edmund Araga. Tee Ten now holds simultaneous leadership over one of the country’s largest multi-brand automotive groups and the national industry body responsible for EV policy advocacy. That dual position gives Autohub structural visibility that most distributors cannot replicate through marketing spend alone.
For Deepal, the Autohub relationship provides immediate dealer infrastructure and credibility by association. For Autohub, Deepal provides a growth vehicle in the electrified volume segment where its existing brands do not compete.
What the Lineup Signals
The initial Philippine roster is compact and intentional. The S05 BEV and S05 REEV are compact crossovers built on the same platform, targeting the segment currently anchored by the BYD Sealion 6 DM-i. The G318 REEV occupies a different lane entirely: a dual-motor, off-road-capable SUV with air suspension, a locking differential, and 16 terrain modes.
The S07, a mid-size SUV, was displayed at MIAS but is not yet available for purchase. That preview-without-commitment suggests Deepal Philippines is building market response data before expanding the lineup, a more disciplined approach than the volume dumps that have characterized some Chinese brand entries in Southeast Asia.
Full specifications for Philippine-market models were not available at launch. The brand released spec sheets shortly after MIAS, but detailed comparisons against segment rivals will require road-tested data that does not yet exist locally.
Each model comes with an eight-year or 150,000-kilometer warranty, matching or exceeding the coverage offered by most competitors in the segment.
Competitive Pressure on the Chinese EV Stack
The real consequence of the Deepal Philippines launch is not about one brand entering the market. It is about what that entry does to the pricing architecture of every Chinese EV brand already here.
BYD has established the clearest position in the Philippine market, backed by Ayala-led ACMobility and a growing dealer network. Brands like Jetour, Jaecoo, and the recently arrived Denza are still defining their local positioning. Deepal’s pricing undercuts several of these brands on sticker price while offering comparable or overlapping feature sets.
That compression is most dangerous for brands occupying the middle of the Chinese EV stack: not cheap enough to win on price alone, not established enough to command loyalty. If Deepal sustains this pricing posture beyond launch incentives, those mid-tier brands will need to find a reason to exist beyond spec sheets and motor show presence.
The Philippine EV market grew from under 1,000 units in 2022 to nearly 20,000 in 2025, reaching a 7 percent share of total vehicle sales. That growth creates room for new entrants, but it does not guarantee room for all of them. Deepal’s bet is that entering below expectations will let it capture share while the market is still sorting out who belongs where.
Whether that bet holds depends on execution: dealer network buildout, after-sales infrastructure, and whether Changan’s supply chain can sustain Philippine-market pricing without eroding product quality. The launch is done. The harder part starts now.
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