In his father’s footsteps

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Saturday, June 14, 2014

THE father and son tandem of Romeo Dy Pico and son Jonas makes a collaborative effort in making Wheelmasters Corporation a going, growing concern.

Dy Pico relates that wheels were not always his concern. He had a gas station in Iligan and saw how cars needed not just gasoline but also tires and other accessories. The gas station was a good business but when the peace and order situation in the city deteriorated, he realized it was time to do business elsewhere. Cebu, where his wife Julie Uy comes from, was an easy choice for him to relocate.

Having seen the commercial viability of tires, he started RS Dy Pico Marketing in Cebu in 1980 in F. Gonzales St. In 1994, he transferred to his present location in Jose L. Briones Ave. in the North Reclamation Area and in 2007 incorporated Dy Pico Marketing into Wheelmasters Corporation. While busy with his business, Dy Pico always made time for his family.


Sunday has always been family bonding time, whether the family dines at home or in a restaurant somewhere. And vacation trips were always taken together. He also made his children, Vanessa Lennie (now Mrs. Ong Oh), Jonas and Jackie work in the store after school hours.

Jonas describes his father as somewhat lenient, while his mother is the disciplinarian. His father’s main injunction was no drugs, no gambling.

Education is also very important to his father, so Jonas and his siblings all finished college, with Jackie having a master’s degree from Ateneo. There was no pressure on him to follow in his father’s footsteps. In fact, he took computer science instead of a purely business course. But having been familiarized with the workings of the store, he is now very much his father’s “right arm,” going with him on business trips, not just on vacations.

The world of wheels and everything to do with cars have become so much a part of him that even his hobbies reflect this world: he collects cars, vintage and new, while his father plays golf. Jonas is also a member of a gun club.

The business has also grown. A Goodyear tire dealer, Wheelmasters also imports tires from China and India. The store sells tire rims and car accessories and is now also into car importation and trading. It has also become a service shop offering services such as change oil, car tinting, rust proofing, brake services, tire vulcanizing, electronic engine tune-up, major and minor car engine repair, and computerized wheel balancing.

On the occasion of Father’s Day, today, we asked Dy Pico what he likes most in his son.

The ready answer was: “He is hardworking, focused on his duties, and responsible.”

When asked what he likes most in his father, Jonas’ answer was simply: “His guidance,” which has made him the hardworking, focused and responsible individual he is today, competent to fit the role of vice-president for sales and marketing of Wheelmasters where his father sits as the president.

Published in the Sun.Star Cebu newspaper on June 15, 2014.


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