A successful synergy of master and apprentice
Successful alliances around the world have clearly defined mankind’s long history. Take NATO, or North Atlantic Treaty Organization, for example. Their 75-year alliance has brought economic stability, political balance, peace and order for most parts of the world.
Nissan, for one, is no stranger to such global strategic alliances, teaming up with Mitsubishi and Renault; and perhaps even other car companies in the near future.
In fact, according to renowned finance firm, MBA Institute, alliances in the business sector have been mutually beneficial to achieve shared goals of creating a new product, entering a new market, or improving efficiency by sharing resources and expertise. These successful alliances all have a few things in common, such as: shared vision and goals; open communication and trust; complementary capabilities; defined roles and responsibilities and adaptability.
Locally, Nissan has strongly benefited from dealerships that have been built on the bedrock of two or more forces working together toward bringing exceptional sales and services, as well as remarkable overall customer dealership and car ownership experiences.
The newly-opened Nissan Sucat dealership situated in the city of Parañaque is one clear example of a dealership built on a strong alliance.
Under the wing of Synergyauto Ventures Group, (SVC) Nissan Sucat, like the company’s other dealerships in Dasmariñas, Cavite and Alabang, aims to provide a consistent customer experience wherein they run into the same exemplary process and experience that foster the joy and fulfillment that set these dealerships apart from their competitors.
Master and apprentice
The alliance of SVC can be likened to a master and apprentice wherein seasoned 45-year industry veteran, Tey Sornet, teams up together with Tionson brothers, Paul and Mark, who only have been in the car business for more than five years.
“Sir Tey is like a mentor to us. He has been doing it for more than four decades now and so far, my brother and I have been learning a lot,” said SVC chief executive officer, Paul.
“Like the company’s name, we are in synergy with him. Our partnership has had a lot of positives. We are both aligned with principles in operations and in handling people. It’s been a great pleasure to work and learn from him,” he added.
A master in the making
The Tionson brothers have practically uncovered a rare diamond in the likes of Sornet as he has been applying proven practices in their business from his experiences of more than four long decades.
In fact, according to Sornet, his career in the local automotive industry started when he was still in college.
“I was a Civil Engineering student at Adamson University when I took a part-time job at a company called Signet, owned by the Barretos at the time. My role was simple: gather names and seek potential car buyers, essentially working as a salesman,” he shared.
From there, he worked as an employee for various dealerships, such as: Gencars in Pasong Tamo, Makati and Toyota, before climbing the corporate ladder in Nissan and other brands under Lica Auto Group.
In 2021, Sornet retired and soon applied for a Nissan dealership.
“Becoming a dealer principal had always been a long-held dream, and I knew timing was crucial,” he divulged.
“After years of experience in the industry, I felt confident that my knowledge and expertise were sufficient to take this major step and successfully run my own business.”
Moreover, for him, the most rewarding part of his career has been working with customers.
“While attracting customers is one thing, turning them into loyal advocates is an entirely different challenge,” he said.
His key to loyal customers, he further explained, has been putting their best interest at heart.
“As a result, I’ve gained referrals, which has allowed me to expand my network and continue to build both professional relationships and lasting friendships.”
Industry newcomers seeing big potential
Meanwhile, Paul said that they only started in the automotive industry in 2019, first establishing their foothold in Bacoor, Cavite with another brand.
Coming from a family business in a totally different field, such as plastic manufacturing and distribution, the Tionsons saw their partnership with Sornet to be essential.
“Now, other than Nissan, we have already expanded to other brands,” he continued.
Having only graduated college in 2015, Paul said that they’re just making the most of the opportunities that lie in front of them.
“In the automotive industry, there’s still so much growth potential. Income continues to grow and cars are essential.”
A synergy aimed to grow
The newly-opened Nissan Sucat dealership lies on more than 2,000-sqm floor space, as well as features an eight-car showroom and a 13-bay service area, while employing a staff of about 80 to 100 skilled individuals.
This new dealership, along with SVC’s other dealerships, eye big things.
“We have to keep building,” said the young yet bright entrepreneur.
“Furthermore, our aim is to be the preferred dealer of Nissan here in the Philippines. To do this, we have to do our part in the territories that we have to bring Nissan to the hearts of the consumer.”
Tionson even continued that they aim to bring the Nissan brand closer to the people of Parañaque City.
“We want to bring top-notch service to them.”
In a nutshell, he said that with the strong alliance they have with Sornet, they are taking what has worked in the past with the openness to take on new ideas.
“With the tried and proven practices, we align all these new knowledge, new learnings, new frameworks to be able to adapt to the changing times.”
