Still in the fight
Nissan Philippines Inc. (NPI) finished a strong fourth in the 2024 sales charts released by the Chamber of Automotive Manufacturers of the Philippines Inc.
With over 26,000 vehicles sold, the Japanese carmaker retains a solid 5.73 percent market share. But recent news has elicited buzz about Nissan’s future here and abroad – these range from the upcoming closure of its plants in Japan and Mexico to the local imposition of excise tax on pick-up trucks, which have been strong sellers for NPI.
However, there really is nothing to fear, according to the head of NPI’s top dealer group.
“We understand that in a dynamic global market, questions and uncertainties can arise,” Synergyauto Ventures Corporation (SVC) president Tey Sornet told Inquirer Mobility in an exclusive interview.
“However, we want to assure our customers that Nissan has a clear and robust strategy for the future,” he added. “What this means for you is continued innovation, an exciting range of new and improved vehicles and a commitment to quality and service that has always defined Nissan. We are confident in Nissan’s direction and its ability to adapt and thrive.”
SVC operates Nissan Alabang and Nissan Dasmarinas, which both won the top prizes at the 2025 NPI Dealer of the Year Awards earlier this month, as well as Nissan Sucat and the recently opened Nissan Carmona.
“Our dealership stands firmly behind the brand and we are fully equipped to provide all the sales, service and parts support you need for years to come,” Sornet added.
Back to black
The “Re:Nissan” initiative that was announced last May is not only the Japanese automaker’s strategy to return to profitability by 2026, but also to introduce exciting, new models across all markets.
The latter includes the all-new Nissan Skyline, an all-new Nissan C-segment crossover and an all-new compact crossover for its luxury marque Infiniti. Nissan is also collaborating with its alliance partners, Renault and Mitsubishi Motors, to develop an all-new battery-electric vehicle based on the next-generation Nissan LEAF.
Sornet said the Japanese carmaker has endured for over 90 years because of four factors – innovation and technology, reliability and durability, global vision and adaptability, and customer focus.
“From pioneering electric vehicles with the LEAF to advanced driver-assist systems, Nissan has consistently pushed the boundaries of automotive technology,” he said. “Nissan vehicles also have a long-standing reputation for being built to last, a testament to strong engineering and manufacturing processes.”
“In addition, Nissan has always had a global perspective – understanding diverse market needs and adapting its products and strategies accordingly,” Sornet added. “This agility has allowed them to navigate various economic cycles and shifts in consumer preferences.”
Powering through adversity
The veteran automotive executive said SVC is prepared to face all challenges through agility and pro-active planning, customer-first resilience, financial prudence and efficiency, and leveraging NPI’s support and resources.
“We continuously monitor market trends and economic indicators, allowing us to anticipate challenges and adjust our strategies proactively,” Sornet said. “During tough times, our focus intensifies on our customers. By consistently delivering exceptional service and value, we build stronger relationships even when external factors are challenging.”
“We are also part of a large, resilient network,” he added. “We work hand-in-hand with Nissan Philippines, utilizing their programs, training and strategic guidance to navigate challenges effectively.”
Given that the Philippine car industry is looking to beat its record 467,252 unit sales in 2024, Nissan may actually find our market to be bright spot in its road to recovery, especially with dealer groups as dedicated and resilient as SVC by their side.
