Brand Tone

Ambitious, Proudly Filipino, Innovative, Resilient, Community-Oriented, Direct

Brand Values

• •Innovation
• •Legacy & Heritage
• •Filipino Ingenuity & Pride
• •Sustainability & Environmental Responsibility
• •Social Responsibility & Community Upliftment
• •Quality & Durability
• •Affordability
• •Transparency (Aspired)

Best Practices

• •Develop a Central Brand Voice Guide: Document the identified brand tone (Ambitious, Proudly Filipino, Innovative, Resilient, Community-Oriented, Direct) with specific examples of "do's and don'ts" for language, keywords, and messaging themes. Share this with everyone creating content.
• •Embrace Heritage with a Future Focus: Consistently weave in the brand's rich 77-year history while always pivoting to its innovative and future-oriented projects (EVs, global plans). The message should be "rooted in legacy, driving the future."
• •Highlight Filipino Pride and Ingenuity: Every piece of copy should, where appropriate, underscore the Filipino ownership, local manufacturing efforts, and the goal of putting the Philippines on the global automotive map. Use terms that evoke national pride and capability.
• •Maintain a Visionary yet Grounded Narrative: While showcasing ambitious plans (flying vehicles, global exports), also emphasize practical solutions for current problems (affordable EVs for operators, better public transport). This balances the visionary aspect with relatable, current benefits.
• •Be Direct and Solution-Oriented, Even with Challenges: When addressing obstacles (like bureaucratic delays), frame them as challenges the company is actively working to overcome with innovative solutions, rather than just complaints. Maintain a determined and proactive tone. Transparency about these struggles, as sometimes shown by Elmer Francisco, can build authenticity if framed constructively.

Social Perception

Respected Pioneer, Hope for Modernization, Ambitious & Bold, Frustration with Bureaucracy, Associated with Elmer Francisco, Awaiting Tangible Results, Symbol of Filipino Industry

Copy Examples

• •Headline: Powering the Future of Filipino Journeys. Since 1947. Body: For 77 years, Francisco Motors has been the heart of Philippine roads. Now, we're driving the future with innovative electric jeepneys—built by Filipinos, for Filipinos. Experience the next generation of clean, reliable, and heritage-rich transport. Join us as we move the nation forward. #FranciscoMotors #ElectricJeepney #FilipinoInnovation
• •Headline: The King of the Road Goes Electric. And Global. Body: The iconic Francisco Jeepney is evolving. We're not just building vehicles; we're engineering a sustainable future with advanced EV technology made accessible. From local routes to international highways, Francisco Motors is committed to quality, affordability, and a greener tomorrow. The legacy continues, supercharged.
• •Headline: Challenges Drive Us. Innovation Defines Us. Body: Modernizing transport isn't easy, but at Francisco Motors, we thrive on challenge. Our new "Harabas" EV is a testament to Filipino resilience—designed to be affordable, efficient, and ready to serve. We’re committed to overcoming hurdles to bring you the future of commuting, today.
• •Headline: Beyond Transport. It's a Movement. The TsuperHero Program. Body: Francisco Motors believes in empowering communities. Our TsuperHero Program is more than just free electric jeepneys; it's a commitment to our drivers and the riding public. Unli-rides, sustainable livelihoods, and a better commute for all. Together, let's create a heroic transport system.
• •Headline: 77 Years of Craftsmanship. Now Electrified for Generations to Come. Body: The art of jeepney making is in our DNA. Francisco Motors combines decades of tradition with cutting-edge electric technology, ensuring every journey is safe, comfortable, and eco-friendly. Trust the pioneers to lead the charge into a new era of Filipino mobility.