Nissan appoints Sornet to secure south side market
Automotive industry stalwart Doroteo “Tey” Sornet is feeling upbeat despite the prevailing pandemic, which has crippled the global economy. Known among his close associates and friends as “Tey,” this avid golfer and 41-year veteran of the automotive industry is on his second wind with the establishment of Southgate Ventures Corporation (SVC). Southgate is the appointed and official dealer of Nissan Motors Philippnes (PH) for the south side area of the country with an area of operations that includes Nissan Alabang, Sucat, Dasmarinas and Carmona in Cavite.
Prior to SVC, Sornet was executive vice president and chief operations officer of LICA Auto Group, which was once the biggest multi-brand automotive dealer. Sornet is credited as the man who was instrumental in the growth of the LICA Auto Group. “I was with them for 18 years, and thanks to the support of the Limcaocos for their trust and confidence in giving me a free reign to run the business,” said Sornet.
“I know that he has been a staunch supporter of Nissan in the country, and Tey is a strong force in the local auto industry. We are proud to have him as part of our resilient and dynamic network of dealerships in the country. With Tey’s exemplary credentials and strong leadership, we will be able to stay true to our priorities of providing innovative products and excellent customer service within the market he serves. I wish him, together with his team all the best,” said Atsushi Najima, president and managing director of Nissan PH.
The pandemic has forced the intrepid businessman to open a new chapter in his professional life and venture out his own. The man is no stranger to beginnings. As a 19-year old graduate of Adamson College, his first job was a salesman for the now defunct Signet Motors Las Pinas in October 1979, that was then a dealer of GM and Isuzu automobiles. “I sold a lot of Gemini’s back then,” he recalls. Then in 1982, he joined GenCars up until the EDSA Revolution, where a majority of car brands temporarily closed shop due to uncertain market trends. It was during that time that his path crossed with that of industry legend Danny Isla. “I joined boss Danny Isla in a used car dealer shop, named Northern Motors Car Exchange. When Toyota came back to the country in 1989, I left the used-car industry and joined boss Danny at Toyota Alabang. I never looked back since then,” said Sornet. Under the mentorship of Isla, Sornet learned the ropes of the business, up until he joined Nissan Alabang in 2002 which was owned by the Limcaocos. “We have experienced the roller coaster journey of the auto industry, from selling used cars, to new vehicle sales from the 80’s to the present. Tey is a silent water with strong under currents,” said Isla, who is now based in New Zealand tending to his Beatles-themed Café, when not playing golf.
Aside from SVC, Sornet was also a managing director of Auto Transpo Venture Ltd., which operates MG and Chevrolet dealerships, based in Bacoor and Marikina. “I have been a lifelong automotive person. Southgate Ventures is well positioned to bring our unique value and strategic capabilities for the customers to regain their trust and confidence with the Nissan brand. We just don’t sell cars. We are in the business of forging new relationships and strengthening our ties. We aim to provide excellent after-sales service and to exceed customer’s expectations,” added Sornet, who ushered in the new year with guns blazing by opening a string of dealerships.