50 YEARS OF ESJAY AUTO GROUP’S WINNING WAYS
From a mom-and-pop shop to a multi-brand enterprise, this overachieving automotive company is in capable hands for more milestones in its next 50
For every person, and every endeavor, in this world, there’s literally a mother—the source of life and the wellspring of love, caring and inspiration. And it was no different for Amando San Juan when, in 1973 in Baliwag, Bulacan, he established Sta. Monica Enterprise in honor of his mother, Monica Santiago San Juan.
It was the simplest of setups—a Mobil gas station with a “talyer” (automotive workshop) right beside it. But that was just the beginning of the realization of Amando’s vision to put up a “one-stop motoring shop.”
And what perfect timing it was, for the ‘70s heralded a golden surge in the Philippine automotive industry, when international and local automotive enterprises flourished as the world transitioned from the second to the third era of globalization.
Amando and his family took advantage of this growth opportunity by upgrading their shop into Wagenpool Motors Inc. in 1976, becoming an authorized Volkswagen workshop and sales hub for DMG Inc., the then-distributor of Volkswagen vehicles in the Philippines.
Further growth spurts were unstoppable by that point. In 1977, Sta. Monica Enterprise opened its second gasoline station in Sta. Barbara, also in Baliwag. In 1979, DMG elevated Wagenpool to full dealership status, whereupon the dealership franchises for Nueva Ecija and Isabela were awarded to Wagenpool.
Next stop: Ford
The closure of DMG in 1981 didn’t dampen Wagenpool’s spirits, as new opportunities were sought, and found. Amando approached Ford Motors, and soon after, World Cars Inc was established to cover the dealerships for Northern Luzon.
World Cars Inc.’s first Ford dealership was in Baliwag. In quick succession, dealerships in Cabanatuan in Nueva Ecija, and in Santiago, Isabela, were put up. In 1982, it opened another in Tuguegarao City.
It wasn’t long before other global manufacturers took notice of World Cars’ expertise and market savvy. In 1985, Pilipinas Nissan—then distributor of Nissan vehicles in the Philippines—tapped
World Cars for a dealership in Baliwag, which was followed by another dealership in Cabanatuan. Soon, another Nissan dealership was established along Dona Remedios Highway in Baliwag. This time, a Caltex gasoline station was also put up, yet realizing once more San Juan’s dream of a “One-stop Motorist Shop.”
Making it big in NCR
World Cars had already made a name for itself in Central and Northern Luzon. But the pinnacle of Philippine automotive success still awaited San Juan. So, in the second half of the ‘80s, Amando threw his hat in the highly competitive ring of the Metro Manila market.
He started out small, with a simple sales office at the Jao Building along Quezon Avenue, which eventually grew with the opening of Sunny Motor Sales Inc. in 1987. Sunny Motors was appointed by Francisco Motors Corp. as an authorized distributor of Fiat Uno, Mazda pickups, and Anfra AUVs, as well as Italia Cars, which was then carrying Hyundai cars and vans.
As the ‘80s turned to the ‘90s, Amando found himself opening up more and more enterprises to serve his rapidly expanding portfolio of automotive clientele. In 1990, his Prince Motor Corp. became the authorized franchised dealer of Columbian Motors carrying Kia, Daihatsu, Subaru and Mazda brands. In 1991, he established Imperial Auto Corp to be the authorized dealer of Italia Cars.
In 1996, Amando made the biggest and boldest step of his automotive career with the opening of Nissan Commonwealth Inc., a one-hectare dealership featuring spacious showrooms and a sprawling workshop. It was then touted, not only as the biggest Nissan dealership in the Philippines, but in all of Asia.
On the heels of the success of Nissan Commonwealth, coupled with the rapid economic progress of Quezon City, Commonwealth Auto Center was born in 1997, in partnership with Columbian Motors Corp.
Turn-of-the-millennium growth
By the time the 20th gave way to the 21st century, Amando was more than ready to add on to his already extensive business family. By the 2000s, he had diversified by establishing Santa Monica Insurance Agency and First United Finance and Leasing Corp., while Prince Motor took over Commonwealth Autocenter in 2000.
In 2001, Norkis Automotive Resources Corp., the official distributor of the premium market models of the Jeep and Dodge, approved the provisional franchise of Sunny Motors. That same year, Chrysler Quezon Avenue opened its doors and Sunny Motors was appointed by Hyundai Asia Resources Inc. (Hari), then the authorized distributor of Hyundai vehicles in the Philippines, to establish Hyundai Quezon Avenue as one of its pioneer dealers. Up north, Suzuki Auto Cabanatuan was inaugurated and appointed franchise dealer of Suzuki Philippines Inc.
In 2002, Suzuki Philippines awarded Prince Motor the Suzuki Commonwealth dealership.
In 2004, Hari appointed Prince Motor as an authorized franchised dealer of Hyundai Commonwealth in Quezon City.
In 2005, Hyundai Cabanatuan City was awarded full dealership status by Hari. In 2009, Hyundai Santiago City was inaugurated.
Manindra Auto Corp.’s entry into the Philippine market in 2014 paved the way for the birth of a new business venture, Tata Motors Quezon Avenue. Two years later, after Hari was appointed by Hyundai Motor Corp (HMC) to become the official distributor of Hyundai trucks and buses in the Philippines, Hyundai Commonwealth and Hyundai Cabanatuan were among the dealerships appointed as official distributors and service centers of its trucks and buses line.
A new partnership was forged with United Asia Automotive Group Inc. (Uaagi), paving the way for the opening of Foton Quezon Avenue, which was owned and operated by Manindra Auto Corp.
In 2017, Manindra Auto Corp opened its very first provincial dealership with the inauguration of Foton Isabela. Suzuki Auto Isabela was also inaugurated in the same year.
In 2020, Chery Quezon Avenue opened under Manindra Auto Corp. Changan Commonwealth and Changan Heroes Hill were also inaugurated.
In 2021, a partnership with Mitsubishi Motor Philippines was forged with the opening of Mitsubishi Legacy Isabela.
The automotive legacy of Amando, whose venture began as a simple “talyer” and a filling station, has become a business empire comprising the Esjay Auto Group (EAG), which spans nearly the entire Luzon. Amado and his dream, and vision, is forever stamped into the mobility landscape of all these regions.
Awards and accolades
In 1999, Grand Prix Teleperformance International granted the Gold Award for the Automotive Industry to Nissan Commonwealth in recognition of its Outstanding Customer Service.
For three straight years, from 2002 to 2004, and then again in 2012, Nissan Commonwealth was cited as the dealer of the year (DOY). In 2005, Nissan Global Awards recognized the dealership for outstanding performance in customer service.
In 2007, Suzuki Commonwealth was also awarded DOY. In 2010, Hyundai Quezon Avenue was 1st runner up for the DOY competition, as was Hyundai Commonwealth in 2011, while Hyundai Quezon Avenue bagged that year’s DOY award.
In 2012, Hyundai Commonwealth was declared DOY, and then in 2013 as 1st runner-up. In 2015, the dealership won the award of excellence (sales operation champion), and in 2016, it was deemed Tier 1 sales operation champion and Tier 1 parts operation champion. It was also in 2016 when Hyundai Santiago was 2nd runner up in the DOY competition.
In 2017, Hyundai Trucks and Buses Commonwealth was given the awards of excellence for retail and parts sales, Foton Quezon Avenue was DOY, and Hyundai Cabanatuan City was 1st runner up for DOY. In 2018, Foton Quezon Avenue was 2nd runner up for DOY. The same year, Hyundai Trucks and Buses Commonwealth was granted awards of excellence for top performances in sales and after sales.
In 2019, Hyundai Commonwealth was champion in the excellence in dealership enterprise award, while Foton Quezon Avenue was declared 2nd runner up for the DOY, and Hyundai Trucks and Buses Commonwealth were champion in after-sales and commercial vehicle best in loader sales.
And just recently, Nissan Commonwealth was declared fleet dealer of the year, while Hyundai Commonwealth won the DOY (the first and only award given by Hyundai Motor Philippines Inc thus far).