Philippino firm to convert American pick-ups for Oz

A new player has entered the market, offering Aussie buyers RHD conversions of American pick-ups.

Based in the Philippines, Shogun Conversions has been approved by the federal government for modification and supply of American pick-ups in "unlimited numbers".

In a press release issued last week, the company revealed it is certified by the government to 'remanufacture' vehicles such as the Chevrolet Silverado 2500 and the GMC Sierra 2500 and 3500. An application is pending for certification to convert the RAM 2500 and 3500, plus the Ford F250 and F350 Super Duty. This is expected to be approved by government shortly.

According to the press release, Shogun Conversions remanufactures the vehicles, converting them from left to right-hand drive. This process also involves modifying each vehicle to comply fully with Australian Design Rules for sale in Australia. Modifications include emissions control, occupant safety and theft prevention.

Unlike conversion companies already operating in Australia, Shogun Conversions is a big operation, employing 200 staff at its plant in the Philippines. The approval received from the government entitles Shogun Conversions to fit a compliance plate on each remanufactured vehicle.

Given the economies of scale with a workforce of 200 staff, plus the low labour cost in the Philippines, Shogun Conversions will likely be in a position to apply pressure to existing conversion companies based in Australia, by undercutting its rivals on price. The announcement also hints that the company is set to take advantage of a changing automotive business landscape in Australia, with the federal government on board with parallel imports.

Shogun Sales and Conversions, the local distributor, is based in Brookvale, NSW. A dealer network in Australia is promoting the company's products, and Shogun Conversions has established an alliance with Australian Industrial Vehicles for the supply of vehicles to the mining, agriculture and heavy industry sectors.