Tey Sor­net

He’s a man of ac­tion and of few words

Top Gear (Philippines) - - Car Cultutre - wordS by paulo raFael subido pHo­Tog­ra­pHy by vinCent CosCol­luela

Tey Sor­net is Chief Op­er­at­ing Of­fi­cer of the LICA Auto Group, one of the largest deal­er­ship net­works in the Philip­pines. Un­der his watch are deal­er­ships of Nis­san (nine, with two more on the way), Chevro­let (seven), Hyundai (four, with two more be­ing built), Honda (two), and Suzuki. And th­ese are of­ten ranked as num­berone per­form­ers among their re­spec­tive brands.

Tey says that to pro­mote brand loy­alty, his peo­ple never cross sell. In fact, there’s a bit of a com­pe­ti­tion that goes be­tween the mem­bers of his staff.

He never imag­ined that he would han­dle so many deal­er­ships when he first started as a sales­man at Signet sell­ing GM and Isuzu cars. When th­ese brands upped and left in the ’80s, Tey put up a used-car busi­ness with Danny Isla. It was called North­ern Car Ex­change.

When Toy­ota re­turned, he got a call from his good friend and he joined him. Tey then moved on to han­dle a Nis­san deal­er­ship in Ala­bang, but then Tey’s ca­reer re­ally took off when he took over at Nis­san Southwoods and turned the busi­ness around in one month.

Tey is an es­tab­lished per­son­al­ity in our lo­cal auto in­dus­try, and we can learn a thing or two from him. He has this ad­vice to share with us: “You have to be sin­cere lang. Once I say some­thing, I do it. Hindi ako prom­ise sa han­gin. Be­cause when I prom­ise some­thing, I will do it. I’m a man of few words, but I will show you the numbers.”

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