BOSS IS A WOMAN
They say the apple doesn’t fall far from the tree.
This probably holds true to the San Juan family, owners of the Esjay Auto Group, a more than 50-year automotive conglomerate in the local automotive industry with about 20 3S dealerships and other businesses, such as an insurance agency and a financing company. Its patriarch is turning 83 years old this year and his company is secured in the hands of his four children, who are set to continue his legacy in the next half a century.
Their trusted competence and capability were recently proven when Hyundai Motor Philippines, Inc. recognized one of their dealerships, Hyundai Commonwealth as the ‘Dealer of the Year’ for 2025.
According to Hyundai Commonwealth president, Atty. Lyne San Juan Ponferrada forrada, the youngest of the four children, their success lies in their teamwork and dedication.
“We stand by our mission-vision of service that is effective, efficient and reliable,” she shared in an exclusive interview with Inquirer Motoring.
“Our goal is to always have life-long customers who have a long-standing relationship with the company. We want them to feel the first-class service of having that dealership experience that matches Hyundai’s world-class products,” she continued when asked what factors contributed to their success as a Hyundai dealership.
A family working in harmony
Now in charge of day-to-day operations in the different units of the Esjay Auto Group, the San Juan children appear to have fully grasped the lessons accumulated during the company’s more than 50 years of existence.
Imbibed in them are the spirit of hard work, dedication and working in harmony with one another since they are well aware and appreciative of how their father transformed himself from a paid employee to a pioneering car dealer, persevering and forging ahead, despite challenges and obstacles.
For Lyne, lawyer and Hyundai Commonwealth head honcho, she acknowledged the exceptional accomplishment of their father. The passion to build something great despite their father’s humble beginnings led to a multi-brand dealership with branches stretching from Metro Manila to the northern province of Cagayan, she said.
Other than Hyundai, the current Esjay portfolio includes established Japanese and Korean brands.
Through thick and thin
Their company has overcome a lot come hell or high water.
Not even the Asian financial crisis in 1997 could slow them down.
The company would even continue investing in dealerships and facilities, most especially when they bounced back from the adverse effects of the coronavirus disease 2019 (Covid-19) pandemic that virtually shut down the entire country.
Their secret?
The Hyundai Commonwealth dealership, in particular, has been running for more than 20 years already, having been established in 2004.
Throughout those years, the dealership has clinched the coveted Dealer of the Year Award (DOYA) plum four times in 2012, 2019, 2023 and this year.
“At the end of the day, if we have achieved something like a recognition such as the DOYA, it’s just a bonus for us, like an icing on the cake,” continued the 45-year-old lawyer.
“The important thing is that our customers are happy and satisfied with our services.”
She even further divulged, “You know what our secret is…”
“We are fortunate to have a very competent team with us–from sales, aftersales, customer relations and even to our back office. We are just as strong as the weakest link.”
Moreover, she is even grateful that they have stayed with the company through thick and thin.
“ We are really fortunate that they have stayed with us–a strong, competent and capable team. We have been through the pandemic, through all the automotive challenges,” she added.
Woman at the helm
Lyne has been married to another lawyer, Atty. Rodolfo Ma.A. Ponferrada for 19 years already. Together, they have four wonderful children. Even with this, she still gets to juggle everything being at the helm of several dealerships under EAG–other than her Hyundai Commonwealth dealership.
“I am the youngest among my siblings. I have two older brothers who are much older than me and who have been in the business way before me,” she shared.
“Being a woman in a male-dominated industry has been quite a challenge for me all these years,” she added, being in her family business since 2006.
“I have to always prove myself.”
But for Lyne, all these years she has looked up to strong female figures in the automotive industry.
“Here, women can excel also.”
For her, this goes to show that they can likewise do it.
“If not as good but perhaps even better,” she quipped.
For a woman to thrive in this industry, she further explained, she has to have the confidence and the self belief that they can do what men can do.
“There are also certain skills that women have that are more dominant. We have to capitalize on our own strengths,” she said.
“For example, women are more meticulous. Also, I have my own guiding light. I’m a lawyer. I like rules. I like memos. That’s how I use my skills and strengths. You use your own strength, something that’s innate in you. God has given you these skills to excel for you and for your company,” she furthered.
All in all, in conclusion, she said during her speech when accepting the much-coveted 2025 DOYA for her Hyundai Commonwealth dealership: “We dedicate this award to our founder, Chairman, and father, and our mother, who have been our inspiration all these years and who have always guided us and supported us.”
“We will not be here if it were not for their hard work that brought us where we are now.”
