Summer is usually when people start thinking about upgrades at home. Maybe it’s finally replacing an old air conditioner before the heat gets worse, or checking if it’s time for a bigger TV for the living room. That makes TCL’s latest move with Automatic Centre feel timely.
TCL Electronics recently marked its partnership with Automatic Centre through an in-store event at the Sheridan branch in Mandaluyong last March 25, bringing its latest TVs, air conditioners, and smart home appliances into one of the country’s longest-running appliance retail names.
For TCL Philippines, the partnership is about putting its newer technologies in front of more Filipino shoppers through a store they already know. “Joining forces with Automatic Centre is a milestone moment for TCL Philippines. We have immense respect for their 70-year standing as a pillar of the local appliance industry. Our goal is to infuse our latest technological breakthroughs in their Sheridan branch, and we couldn’t be more excited to embark on this journey of innovation together,” said TCL CEO Mr. Peter Chen.
A familiar appliance store, now with a smarter setup
Automatic Centre has long been one of those retail names many Filipinos already recognize, so the Sheridan branch update feels less like a reinvention and more like a refresh. The new setup gives shoppers a better look at how TCL’s products can fit into actual home use, from entertainment to cooling and everyday convenience.
Automatic Centre is also framing this as a bigger step forward for the branch. “This partnership marks a transformative chapter for Automatic Centre Sheridan, and we are thrilled to usher in this new era of innovation. This debut is merely the first step in a larger vision; it is the beginning of a series of exciting milestones designed to redefine the appliance shopping experience for our loyal customers,” said Ms. Pearl Parlada, Automatic Centre Marketing Head.
What shoppers can expect in-store
At the Sheridan branch, customers can browse TCL’s home solutions in a more organized, experience-led setup. During the launch, guests were given a guided walkthrough of the displays, led by Pearl Parlada, to show how TCL’s product range is meant to work in everyday spaces.
That part matters because not everyone shops for appliances by reading spec sheets. Sometimes it helps to actually see how a TV looks on display, compare air conditioning units up close, or get a better sense of which appliances make sense for your space and budget.
The launch was attended by executives from both companies, including TCL Sales Director Ms. Cyd Montebo, Display & Trade Promotion Supervisor Mr. Rexel Abeleda, Brand Manager Mr. Joseph Cernitchez, Retail Manager Mr. Jay-R Calubaquib, and Sales Manager Ms. Jean Ann Barra, together with Automatic Centre’s Store Head Ms. Sheena Mangahas, Merchandising Head Ms. Sheena Cheng Del Mundo, Marketing Head Ms. Pearl Parlada, and Branch Control Manager Ms. Cha Tayag.
The part most buyers will care about: the summer sale
To mark the partnership, TCL is also running a limited-time promo from March 25 to April 5 at Automatic Centre. That means shoppers can score deals on TCL TVs, energy-efficient air conditioners, and smart home appliances during the promo period.
The timing makes sense. This is the stretch when many households start reassessing whether their current aircon can still keep up, or whether it’s finally time to upgrade older appliances at home. Catching a discount during that window makes the decision easier.
TCL Retail Manager Mr. Jay R. Calubaquib also hinted that this rollout is only the beginning. “We are committed to introducing even greater technological innovations to the floors of Automatic Centre, ensuring our customers have access to the future of smart living. This launch is only the beginning; we have an exciting roadmap of developments in the coming days, so we invite everyone to stay tuned.”
If you’ve been planning to upgrade your TV, replace your air conditioner, or check out new smart home appliances, this is a good time to visit the Automatic Centre Sheridan branch or drop by your nearest Automatic Centre store before April 5 to see what TCL deals are available.
