Toyota Alabang Inc. A Legacy of Excellence and Innovation
When Toyota Alabang Inc. (TAI) opened 35 years ago on Zapote Road in Muntinlupa City, that part of Metro Manila was still almost probinsiya (provincial), recalls Jhoanna L. See, president and general manager.
Makati City was Metro Manila’s central business district (CBD), and the areas closest to it were where everybody wanted to work and live.
The faint of heart would have balked at the idea of opening a car dealership in Alabang, especially at a time when American-made cars still had a large share of the market. But Cesar T. Lee, fondly called CTL by his staff, has never been fazed by a challenge.
Daughter Jhoanna describes him as a “hard worker and risk-taker,” who is willing to try anything he finds interesting. The entrepreneur has already tried his hand – and succeeded – in running different businesses – from operating passenger jeepneys to car repair shops, gasoline stations, even a security agency.
Jhoanna, who is now president and general manager of Toyota Alabang, says her father even had a race horse named Hyatt as their old house in Makati at the corner of Mola and Pasong Tirad (apparently it is now where the Inquirer’s head office, Media Resource Plaza, stands), was near the old Santa Ana Race Track. She adds that Hyatt is a favorite name of the TAI chair that even his repair shop was called that. He got the name from the old five-star hotel on Roxas Blvd. that was his favorite hangout after hearing mass at the Baclaran Church in Parañaque City.
TAI was only the fourth Toyota dealership opened after the Japanese brand returned to the Philippines in 1988. It was meant to cater to people south of Metro Manila. For Lee, going into car dealership was a logical move as he was already engaged in automotive repair and was operating gasoline stations.
Toyota Alabang became the first car dealership in that part of Metro Manila, which has now become the CBD south of the metropolis. The dealership has moved out of its old Zapote road location into a gleaming four-story glass and steel edifice, the better to show off the various car models Toyota has to offer.
Alabang has also become what Jhoanna describes as “one of the most affluent and strategically significant areas of Metro Manila.” Many car dealerships have since opened in the area, even standing alongside Toyota.
Like her father, Jhoanna is unfazed by the competition. She believes their store remains a stand-out because of its “long-standing reputation for excellent customer service, its wide range of vehicle options, and its strong community ties.”
Pretty soon, the range of options will include the old favorite Tamaraw which, for many Filipinos, was the reliable all-terrain, all-weather multi-function vehicle. In its latest iteration, the Tamaraw can be customized to suit the customer’s needs – a pickup, a passenger vehicle as an alternative to the traditional jeepney, a shuttle service car, etc.
“The dealership’s location in Alabang allows it to cater to a high-end clientele with specific needs (as it) emphasizes personalized services and premium offerings,” Jhoanna says. The company has established itself as a leader in sales and after-sale services, receiving recognition from Toyota’s dealer network.
Jhoanna credits TAI’s customer-centric leadership style for its success. The company prioritizes exceptional service and a thorough understanding of the market. CTL’s values and virtues that made him a success in his various undertakings permeate the company. Jhoanna, who says her father remains involved and is present in everything, made malasakit (compassion) a company standard.
It is not just customers who receive special care. Everyone in the company cares for one another and treats each other as family, she says. CTL has also modeled hard work for his people. “Nothing of value comes easy in life,” is what her father shows the staff, Jhoanna says. The patriarch also believes in keeping things simple and not to overthink anything.
Above all, the business should always be customer-centric. Staff should listen to customers, understand what they need and help them find the product or solution they require. Because TAI believes car selling is a personalized activity, Jhoanna says they expect employees to deal with clients face to face at all times. Except for the period during the Covid-19 (corona virus disease 2019) pandemic when safety concerns made it imperative to limit in-person meetings, Jhoanna says they require employees to be in the office and to meet customers personally. She admits they lost people or failed to hire new ones because of this, but, for Jhoanna, given the company’s commitment to serve its clients to the best of its ability, there is no way to ease this requirement.
As TAI celebrates its 35th year, it also marks a significant transition in leadership. CTL, who has assumed the revered role of “Master in Residence,” will continue to provide strategic guidance while letting the next generation take the lead. This new role is a testament to CTL’s enduring influence and wisdom, ensuring Toyota Alabang remains grounded in the principles he established.
His ongoing involvement as Master in Residence will offer the company a strategic advantage, helping navigate future challenges and opportunities. The Lee siblings, led by Jhoanna as president, are ready to take Toyota Alabang to new heights. They are committed to propelling the company into its next phase of innovation and growth, building on their father’s legacy with their own expertise and vision.
Under Jhoanna’s leadership, the siblings will regularly consult with CTL, whose insights will be integral to the company’s future success. A significant contributor to TAI’s ability to respond to customer needs and meet expectations is the state-of-the-art service center, the largest in Asia, that TAI operates in Las Piñas City. This is in keeping with the company’s commitment to take care of a Toyota customer during the entire time they own a product of the brand.
Jhoanna also gives credit for the company’s success to its business partners “who share the same values, culture, and business ethics. By aligning with like-minded partners, Toyota Alabang has built a robust and cohesive network that supports its mission and reinforces its commitment to quality, integrity, and customer satisfaction.” The collaborative approach has enhanced the dealership’s operations and strengthened its reputation within the industry and the community.
CTL’s leadership has enabled the dealership to adapt to changing business situations, respond to market trends and challenges with agility and foresight. “This ability to anticipate and respond to changes in the market has been crucial in sustaining the dealership’s long-term success,” says Jhoanna. Now responsible for the day-today operations, Jhoanna and her siblings are building on this legacy to make their own mark in the business. The next generation at Toyota Alabang is dedicated to advancing the dealership’s legacy by embracing cutting-edge technologies and deepening its commitment to sustainability.
“To enhance the customer experience, it plans to integrate digital tools, such as automated vehicle release systems, virtual vehicle tours, and streamlined service scheduling… to make interactions more convenient and personalized for customers,” the new president says. The new leadership also aims to strengthen partnerships with local communities and businesses to reinforce Toyota Alabang’s role as a trusted and reliable partner in its part of Metro Manila.
Jhoanna stresses that sustainability will be a central focus of the dealership’s strategy. This will also support the marketing of more environment-friendly motor vehicles, specifically hybrids that use both petroleum products and electricity. The company has already received recognition for its initiatives in sustainability. It is the first Toyota dealership to earn a Gold LEED (Leadership in Energy and Environmental Design) Certification and double ISO (International Organization for Standardization) certificates (ISO 9001 and 14001). The certifications, the TAI president says, reflect the company’s commitment to high environmental standards and quality management.
Mindful of the challenges posed by cheaper products in the market, Jhoanna says Toyota Alabang will emphasize the superior quality, durability, and reliability of its products. It will leverage its strong brand reputation, comprehensive after-sale services, and a robust warranty program to strengthen customer trust and loyalty.
“Toyota is also evolving from a traditional car company to a comprehensive mobility company (that will include) offering a broader range of mobility solutions that go beyond traditional vehicle ownership,” she adds. It has already introduced such options as operating lease, rental, and shuttle services to provide customers viable alternatives to buying an automobile to respond to changing needs of today’s consumers.
The company will also continue to “educate customers on the long-term value and lower total cost of ownership or use of Toyota products compared to cheaper alternatives. Marketing efforts will highlight the advanced safety features, cutting-edge technology, and flexible mobility that distinguish Toyota from its competitors,” Jhoanna says. She points out that Toyota has a proven track record for producing reliable, safe, and high-quality vehicles. Toyota products are durable, with advanced technology and innovative features.
As TAI marks 35 years in the business of selling cars and under a new management team, Jhoanna says the company will preserve the core principles that brought it success such as steadfast commitment to exceptional customer service, quality, and reliability.
While the leadership will adopt new technologies, like artificial intelligence, Jhoanna stresses they will be used to enhance, not replace, the traditional face-to-face interaction with clients and to further improve customer service. The new technologies will be employed, however, to streamline operations and make processes more efficient.
Toyota Alabang will continue to expand its reach within the community and beyond. A dealership in Sucat, Parañaque City will open soon. The company will also increase its digital presence and enhance its product offerings, particularly in the hybrid vehicle segments.
“TAI-driven solutions will be used to optimize inventory management, streamline operations and provide personalized customer experiences.” Toyota Alabang Inc.’s ability to adapt and innovate while staying true to its core values ensures that it will remain a leader in the automotive industry, poised for continued success in the future.
