Asia Center Winter Research Grant : Laurinne Eugenio ’26 Studies the Role of Jeepneys in Philippine Cultural Identity
According to Harvard College junior Laurinne Eugenio, the jeepney is a symbol of Filipino ingenuity and resilience. Jeepneys originated from the post-World War II adaptation of surplus military jeeps. As a cornerstone of Philippine public transportation, they embody the nation's creativity and communal spirit. However, the 2017 Public Utility Vehicle Modernization Program (PUVMP) seeks to replace traditional jeepneys with environmentally friendly, modern vehicles, igniting debates about cultural preservation, economic sustainability, and environmental objectives.
Eugenio’s family has a deep-rooted connection to jeepney manufacturing. Her father’s company, LJE Motors, cultivated a strong sense of community among family members, engineers, designers, and drivers, Despite immigrating to the U.S. in 2015, Eugenio’s family remained engaged with the jeepney. Her vivid memories of riding jeepneys and admiring their artistic designs—often featuring family portraits and intricate lettering—underscore the jeepney’s cultural significance beyond mere transportation.
Eugenio’s research examines the historical and cultural importance of the jeepney, its evolution as a national icon, and the potential repercussions of its phase-out on Filipino identity and livelihoods. It explores how various stakeholders navigate the challenges posed by modernization efforts, arguing that the jeepney's legacy as a symbol of Filipino resourcefulness stems from its post-war transformation. The study highlights the tension between modernization and cultural heritage preservation, advocating for a balanced approach that integrates environmental, cultural, and economic considerations. As the "King of the Road," the jeepney remains a globally recognized emblem of Filipino culture, with the ongoing debate underscoring the need to harmonize tradition and innovation while safeguarding this vital aspect of Philippine heritage.
As part of Eugenio’s research this winter, she visited Sarao Motors, a renowned Filipino automotive manufacturing company headquartered in Las Piñas, Metro Manila. Founded in 1953 by Leonardo Sarao, a former kalesa driver turned mechanic, the company started as a small automotive shop with an initial budget of ₱700 (equivalent to ₱91,211 in 2021). Over time, Sarao Motors expanded into a multi million-peso enterprise, becoming one of the most influential jeepney manufacturers in the country.
Eugenio met Ar. Leonard John Sarao, the Operations Supervisor of Sarao Motors Inc., whom she had previously interviewed for Social Studies 50. Meeting him in person was an invaluable experience. He provided an informal tour of the manufacturing plant, where Eugenio saw one of the earliest jeepneys produced by the company, featuring hand-painted designs by local artists from Las Piñas. According to Sir LJ, this jeepney is frequently showcased at cultural events as a testament to Filipino pride and craftsmanship. The plant housed a range of jeepneys, from vintage models dating back to the company's early years to modern prototypes designed to align with government regulations. Sir LJ introduced her to their new jeepney model, which features a larger body for increased passenger capacity, enclosed windows for air conditioning, and an electric engine with a charging system, and walked her through the intricate, manual process of jeepney manufacturing. Eugenio was also able to see a preserved kalesa, a nod to the company’s origins and its founder’s early days as a kalesa driver.
Eugenio plans to return to the Philippines this summer to conduct ethnographic fieldwork and interviews with key stakeholders, including jeepney drivers, workers at Sarao Motors Inc., and Filipino activists advocating against the government’s plan to phase out traditional jeepneys. Her research experiences have reinforced her commitment to further exploring the complex intersection of modernization, cultural heritage, and economic sustainability in the Philippines.
Adapted from a research report written by Laurinne Eugenio for the Asia Center.