Running a car dealership for over three decades is no small feat—especially in an industry that’s constantly evolving. But for Khun Ton Tawatch Sitthiyanurak, Managing Director of Siam Nissan Phetch Co., Ltd., it’s more than just a business. It’s a lifelong passion.
We caught up with Khun Ton at his dealership in Phetchaburi, Thailand, where he’s proudly represented Nissan for more than 30 years. His journey started as a family affair and grew into a trusted dealership deeply connected to its customers—and to the Nissan brand itself.
“I’ve been a Nissan dealer in Phetchaburi for over 30 years now,” he shares. “Back when I was a kid, I saw my father working in the automotive industry. That’s where the inspiration began.”
A Family Legacy Built on Trust
Before becoming an official Nissan dealer, his family operated as a sub-dealer for nearly 40 years. They handled everything from vehicle sales to in-house leasing.
“Back then, Nissan operated more like a branch network. We were a sub-dealer selling cars and offering lease-to-own options. When Nissan shifted to the dealership model, we were honored to be selected as their official partner in Phetchaburi.”
Over the years, Khun Ton has watched Nissan evolve—from traditional combustion engines to e-POWER hybrids and full-electric models. He believes Nissan’s commitment to technology and innovation is what keeps it competitive.
“Nissan has always focused on reliability and performance,” he says. “Even now, customers still see Nissan as a brand that’s durable, easy to maintain, and worth every baht.”
Adapting Through the Years
Of course, running a dealership hasn’t always been smooth sailing. Market dynamics shift constantly, and the arrival of new car brands in Thailand brought fresh competition.
“Back in the day, there were fewer car brands in Thailand. Nissan had a strong reputation—especially for its tough, reliable trucks. Nowadays, consumers have more choices, and each brand brings something different. But Nissan still stands out for its durability.”
Why Nissan Still Matters
Even with new competitors flooding the market, Khun Ton never considered switching brands.
“I grew up with Nissan, and I believe they’ve stayed true to their mission: to make cars that are safe, efficient, and smart. That consistency, along with continuous innovation, gives me confidence.”
He credits Nissan Thailand for supporting dealers like him through thick and thin, including during periods of economic uncertainty.
“They take care of dealers—whether it’s training staff, launching new support programs, or helping us adapt to market changes.”
The EV Shift and the Rise of e-POWER
Thailand’s auto industry has entered the era of electric vehicles, and Khun Ton is fully on board.
“Nissan has been making EVs in Europe for years. Now, with Chinese EVs entering the Thai market aggressively, price competition is fierce. But Nissan is responding with options like the KICKS e-POWER, which offers fuel savings and smoother performance.”
One of the most exciting additions to the lineup? The new SERENA e-POWER—a minivan that’s already a hit in Japan.
“I drove the old Serena 30 years ago, and I’ve seen how far it’s come. The e-POWER model is loaded with features, comfortable for families, and fuel-efficient. It’s a great choice for today’s drivers.”
Customer Relationships Built on Trust
When asked what keeps customers coming back, Khun Ton is quick to answer.
“Service. That’s what makes the difference. Many of our staff have been with us for years—they know our customers by name. People appreciate that kind of relationship.”
He recently celebrated 30 years as a Nissan dealer, and many longtime customers joined the event, including ten who’ve bought multiple cars from his dealership over the years.
“Repeat buyers are common for us. They trust us, and we do our best to take care of them.”
Navigating a Crowded Market
Khun Ton sees both opportunity and challenge in today’s market. More brands are entering, but that doesn’t always translate to more sales.
“At the latest motor show, there were over 40 car brands on display—double what we used to see. But with rising debt, stricter financing rules, and economic uncertainty, many customers are cautious.”
He hopes the government will ease some of the credit restrictions to make car buying more accessible.
“Even when cars are repossessed, they’re not always easy to sell. It’s a cycle. Dealers like us are the middle ground—we try to work with customers on financing so they can keep their vehicles.”
The Reality of Running a Dealership Today
To outsiders, owning a dealership might seem glamorous. But Khun Ton says the reality is a lot of hard work behind the scenes.
“These days, it’s not just about selling cars. It’s about service, support, and problem-solving. From insurance renewals to after-sales service, we do it all. The real challenge is being there for customers, long after they’ve driven off the lot.”
Going Digital
Social media has transformed how customers shop—and how dealers communicate.
“We’re on Facebook, Instagram, and now TikTok too. A lot of people look at cars online before visiting. That’s why we’ve trained younger staff to create content and connect with customers digitally.”
Advice for the Next Generation of Dealers
Khun Ton believes success in the modern car business comes down to one thing: service.
“Anyone who wants to be in this business needs to focus on customer care. The days of flashy showrooms and price wars are fading. Today, it’s about building trust and offering solutions—before and after the sale.”
Want to visit his dealership or check out the latest from Nissan in Phetchaburi? You might just leave with more than a new car—you’ll gain a partner who’s genuinely committed to your journey.
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