A big automotive heart of a dealership in a giant economic machine of a city starts beating
There’s much more to the Nissan brand than just dependable, powerful, modern automobiles with magnetic personalities. You can even say that inside every Nissan vehicle is a loving, caring motorist with a big heart.
Wait, before you dismiss this as just another cheesy way of romanticizing a world-renowned Japanese brand, the prior statement is actually based on science—measurable and observable.
Fact: In a study carried out by the Cambridge University Psychometrics Centre in the United Kingdom (published in 2016), using the latest personality profiling techniques, Nissan owners were discovered to be among the most generous, loyal, and friendly among a cross-section of 824 European motorists who owned various car brands.
The study revealed that Nissan owners were much more likely to think of others before themselves, and be far more interested in economic welfare and social justice.
Dr. Richard Mills, Doctor of Psychometrics at Cambridge University’s Psychometric Centre, said, “Our research shows that Nissan drivers are generally seen as trusting, soft-hearted, generous and sympathetic. They are considerate and friendly, and think other people are honest and decent, as opposed to competitive and self-interested.”
Now, isn’t it serendipitous that, in this “love” month of February, a Nissan dealership would officially open its doors to the industrious and progress-minded citizens of Dasmarinas City in Cavite Province? Indeed, the “three stars and a sun” are in perfect alignment today, as Nissan Dasmarinas marks Feb. 9 its red-letter day in one of the biggest and wealthiest cities in the Cavite-Laguna-Batangas-Rizal-Quezon (Calabarzon) region.
A big, beating automotive heart of a dealership in a giant economic machine of a city. A perfect match.
What kick-started all of this? Well, it’s not what, but who. The man at the center of Southgatemotors Ventures Corporation (SVC), which owns and manages Nissan Dasmarinas, is its president Doroteo “Tey” R. Sornet. And if the UK researchers were still in the hunt for the ideal model of a soft-hearted Nissan owner, Tey would most certainly be shortlisted.
Looking much younger than 62, Tey is soft-spoken, and always ready with a warm smile. His care and empathy for others was developed through nearly a lifetime of being fiercely self-reliant. During his formative years in grade school through high school, Tey already bore the heavy responsibility of managing his family’s property in Calatagan in Batangas Province while his parents and siblings lived and worked in Cavite.
Tey recounted that his neighbors looked after him, and gave him whatever he needed. Such acts of kindness had a positive impact on the young, impressionable Tey, and he paid this forward through college, constantly lending a hand to classmates who were down on their luck.
When he was given his big break in car sales in 1979, Tey made sure that all the other subsequent newbie sales agents under his watch would be given the fair chance to be trained and given enough leeway to sharpen their skills. Then, when he had enough resources and the sufficient network to establish his own auto dealerships, Tey encouraged all members of the workforce to treat each other like good neighbors, always ready to lend a helping hand.
Naturally, this neighborliness as a discipline, art, and mindset was extended to the customers in Tey’s dealerships. As the man said, “Relationships with people are the most important in the automobile business. Cars come and go, but your relationships with your clients must remain.”
Nissan Philippines Inc has certainly felt that Tey’s innate business sense and solid people skills—manifested effectively in his successful multi-brand dealerships—would also work wonders with its brand. In November 2020, the partnership between Nissan and SVC was forged, making the latter Nissan’s doorway to the south of Metro Manila.
Nissan Dasmarinas now becomes the third Nissan dealership under SVC—the other two being Nissan Paranaque and Nissan Alabang. With the 1,900-square-meter Dasmarinas dealership’s strategic location in the center of arguably one of the region’s busiest business districts, much is expected.
“It may not be the biggest Nissan dealership in terms of size, but it can surely be one of the biggest performers,” Tey says proudly of his newest “baby.”
Nissan Dasmarinas, a full 3S facility, was built based on the latest Nissan Retail Concept (NRC-NEXT) design that was launched in 2020. The showroom fits 8 cars, and its service facility has 14 work bays.
“We have designed the dealership for long-term growth. We can greatly increase our capacity, as we foresee Nissan’s potential in Dasmarinas City. The local government’s leadership facilitates the city’s vibrancy and business friendliness,” said Tey.
“The 14 work bays have the capacity to service 30 units per day. We have 16 people for the after-sales operations based on current demand and we can increase that number as the demand requires,” he added.
In Tey’s heart and mind, there is no doubt that Nissan will continue to be a most sought-after car brand among Pinoys.
“Nissan has had a long history in the Philippines, as it has been in the local market since the ‘80s. We have had plenty of positive memories with Nissan. It has become well-known for its reliability and low cost of ownership. And moving forward into the future of mobility, Nissan has also positioned itself to be known as a leader in innovation, excitement and safety with its Nissan Intelligent Mobility.
“Put all of that together, then top it off with that legendary cold air-conditioning, and you get a Nissan brand that will always be met with a warm, neighborly reception among Pinoy motorists,” Tey smiled.
MAIN PHOTO: Cutting the ceremonial ribbon during the inauguration of Nissan Dasmarinas last Thursday were Congressman Pidi Barzaga, Nissan Philippines President Juan Manuel Hoyos, Southgatemotors Ventures Corporation (SVC) president Doroteo “Tey” R. Sornet, SVC director Teresa Sornet and SVC VP for Sales & Marketing Cristy Malapitan. Photo by Ralpha Ella Reyes
