Allen Ong’s passion for Alfa Romeo stems from its rich heritage, intertwined with the legendary Enzo Anselmo Ferrari, the iconic Italian racer, entrepreneur, and founder of the Scuderia Ferrari Grand Prix racing team.
“The Alfa Romeo legacy holds paramount importance for its buyers,” explains Allen, now 42. “With over 114 years of history, Alfa Romeo’s DNA can be traced back to Enzo Ferrari, who initially served as a racecar driver and test driver for the brand before establishing Ferrari.”
Enzo Ferrari’s influence even led Alfa Romeo to consecutive victories in the first two Formula 1 Championships. Notably, Enzo Ferrari also played a role in designing the Alfa Romeo chassis, giving it a distinct character.
Long before entering the local Alfa Romeo distributorship in 2018, Allen had already been deeply involved in the automotive industry. His journey began with his father’s Foton dealership in Pampanga when he was just 27. Despite closing that dealership in 2020 due to new competition, they retained ownership of the premises, renting it out to two car and truck dealerships.
Subsequently, Allen established his own dealership by opening the Greenhills showroom for Alfa Romeo. “I began this Alfa Romeo distributorship in 2018 under Petromax Enterprise. Initially, it was a market test, but Alfa Romeo provided me with cars, parts, diagnostics equipment, and essential support, even though I wasn’t yet an official distributor.” Additionally, Allen also sells Abarth and Fiat, two other iconic Italian brands.
His success with Alfa Romeo is evident as he managed to sell a substantial number of vehicles even without official distributor status, a distinction currently held only by Hong Kong and Singapore in Asia.
Regarding the affordability of Alfa Romeo ownership, Allen notes, “Entry-level Alfa Romeos start at around P4 million, while mid-level models range from P6 to 7 million, with room for negotiation.” He emphasizes that maintenance costs are reasonable, as annual servicing costs approximately P20,000. “Compared to other luxury cars, this is cost-effective. Our expert technicians provide thorough inspections, ensuring a hassle-free experience for our customers.”
Allen highlights the durability of Alfa Romeo, mentioning a client who raced one of their cars for 1,300 miles with no issues. “It’s truly a reliable car,” he asserts.
He recently relocated his Alfa Romeo showroom to Libis, offering a spacious venue with a 3-car showroom, a comfortable customer lounge, and a substantial service area. There’s even a popular coffee shop nearby, attracting car enthusiasts who visit the showroom regularly.