Victory Liner: Riding high at 65

MANILA, Philippines - The year 1945 witnessed a lot of significant events in the country’s history, beginning on July 4 with the liberation of Manila from Japanese forces and the start of Philippine independence. There are a lot of other significant events, but on that same year, in a small garage in Bulacan, a man by the name of Jose I. Hernandez also contributed a significant milestone to the Philippine transport industry.

By rebuilding scrap metal and surplus engines obtained from military vehicles abandoned by the US army, Hernandez started what would later become Victory Liner Inc. 

From the very first Victory Liner bus, the low-profile jardinera bus that plied the Manila-Olongapo route on Oct. 15, 1945, to its first terminal located at the corner of Azcarraga Street (now Claro M. Recto Avenue) and Juan Luna Street in Divisoria, Manila, the company now boasts of a large fleet of buses with eight major bus terminals serving Zambales, Cagayan Valley, Baguio and Pangasinan routes.

The company name originated from “Victory,” from the liberation’s catchword “Victory Joe.” In 1953, with an eye on a bigger market beyond the Manila-Zambales route, Victory Liner decided to expand its operations by acquiring the TRY-V-Tran, at that time the largest bus company plying the Manila-Zambales route. This was soon followed by the acquisition of other major bus companies in Luzon and the rest, as they say, is history.

Today, as Victory Liner celebrates its 65th year in the business, company officials and employees are on a high, feeling as if their voyage had only just begun – this, after more than six decades of moving people better, and safer.

Johnny Hernandez, the original founder’s son and now the president and general manager of the company, shares that while Victory Liner revels in being compared to the famed Greyhound Line of America, the company still continues to strive to be on top of its game.

“Like a driver behind the wheel,” says Johnny, “I know that there are still many challenges ahead. When my father passed on the helm of VLI, he taught me to take care of the passengers like they were my family. He said we must make sure they get to their destinations in the best and safest conditions possible.”

As a metaphor, Johnny shares that his father has taught him to “always have both hands on the wheel for stability, both foot alert on the pedals (not too fast and know when to stop), both eyes on the road so you may see where you are going and where you’ve been.” He adds that a major part of that learning imparted to him by his father is “to be wholehearted in your job and promote industrial peace.”

The company is run by a few second and third-generation family members along with many professional managers, who all have held on to the company’s decades-old values – like being a stickler for quality buses, regular maintenance, and constant innovation.

As proof of the company’s adherence to these principles, Victory Liner did not waver when it took on the risk of riding through perilous routes, such as when it opened up its Manila-Cagayan route following the acquisition of Dacanay Express and Angat Transportation Co. in the 1970s.

Johnny considered this a bold move in view of the unstable peace and order in the region at that time, and all in order to serve the needs of Filipino commuters in that area.

Johnny also pushed further the vision of his father in the 80s, during which the company started purchasing real estate properties for use in operations such as terminals, maintenance stops, refueling stations and rest areas for passengers and crew.

Under Johnny’s watch, the company organized and trained a team of mechanic-drivers, making it a point to keep buses in tip-top condition at all times. And despite the rising costs of replacement parts and lubricants, Victory Liner does not scrimp – nor take shortcuts – when changing tires or changing oil.

“We can’t lower our standards in parts we use because we know how embarrassing it would be for the company to fail passenger’s expectations because of a flat tire or engine failure,” he says.

To distinguish itself from the competition, Victory Liner has always had a penchant for introducing the latest in automotive technology.

Victory Liner was the first to make passenger comfort a priority with the introduction of the deluxe bus which has bus stewardess serving snacks and refreshments on board. The bus company was also the first to introduce in-transit video entertainment beginning with the Betamax years, as well as GPS speed and location sensors in its buses.

“We practically set the standard by which all buses operate in the country, thanks largely to the vision of my father and our very supportive management team,” says Johnny.

This, coupled with the guiding spirit and values of his father and the lessons learned from those who came before them, Johnny says Victory Liner is confident that it would be able to conquer any storm or challenges, and continue to ride high.