Endless loyalty: Toyota, now and forever!
Finding a job can be difficult, but holding one down isn’t a walk in the park, either.
A study by Ateneo de Manila University published last October 2024 found that Filipino Gen Z employees, who were born between 1995 and 2012, prioritize things like work-life balance, competitive salaries, and skill development over job security and organization loyalty.
In other words, younger members of the workforce are more willing to hop between jobs, often holding a position for less than three years. And then you have people like Gina Loo, who has been with the same Toyota Motor Philippines dealer group since March 1990.
“It’s the people and the culture,” said the Toyota Balintawak Loyalty Awardee in an exclusive interview with Inquirer Motoring.
“Toyota Balintawak is not just a workplace – it’s family,” she added. “The support, trust and teamwork in Toyota Balintawak made me feel heard and valued. More than that, I stayed because I believed in the company’s vision and wanted to be part of its success.”
Unplanned
Toyota Balintawak is the first dealership of the highly esteemed Oben Group, which also manages Toyota Otis, Toyota North EDSA, Toyota Marilao and Toyota San Jose Del Monte.
A month before the Toyota Balintawak’s official inauguration on April 20, 1990, Loo had initially been hired as a telephone operator.
“But while waiting for the PABX installation, I temporarily took on the role of Sales Secretary for two months,” she recounted. “After that, I officially became a telephone operator, which was a role that I held for about 10 months.”
Loo said she was then asked to become a Toyota Balintawak marketing professional, which she did for two years until she was promoted to group sales manager.
“It was a transition that I had not planned for, but embraced nonetheless,” she said. “Each role, from support functions to sales leadership, shaped my skills, broadened my perspective and prepared me for greater responsibilities. One of the biggest lessons I learned is to be intentional in everything you do.”
Loo also said one of her greatest achievements at Toyota Balintawak was seeing her colleagues improve their lives and progress in their careers.
“Knowing that I played even a small role – whether through guidance, support or simply working alongside them – means more to me than any personal milestone,” she said.
The power of Kaizen
Loo likewise took to the heart the principle of Kaizen, which pertains to continuous improvement.
“I remember the first time I joined a Kaizen circle – it was challenging and required a lot of patience,” she said. “But it was a defining moment for me, especially when our Kaizen study was recognized with an award. That experience taught me the value of continuous improvement, teamwork and perseverance.”
Kaizen was also a critical element when Loo left Toyota Balintawak in 2013 to become general manager and vehicle sales manager of Toyota Marilao. Years later, she was promoted to dealer vice president and general manager, as well as concurrently becoming Toyota San Jose del Monte vice president in 2022.
Loo credits her leadership success to the strong foundation provided by Toyota Balintawak.
“Sales is challenging – it comes with tough times and constant changes that you must quickly adapt to,” she said. “But when you have a strong team, good relationships with colleagues, and a genuine connection with customers, overcoming challenges becomes part of the culture.”
“The support and teamwork I experienced at Toyota Balintawak shaped me, proving that growth happens naturally when you’re in the right environment,” Loo added.
‘Success will follow’
Loo said she is deeply honored to be one of only eight employees to receive the Toyota Balintawak Loyalty Award, which recognizes employees who started at the dealer and remained with the Oben Group over the last 35 years.
“This award takes me back to so many meaningful experiences that, only now, I truly realize have shaped my journey,” she said. “I never imagined that starting as a telephone operator would lead me here and I owe it to the people, challenges and lessons that guided me along the way.”
Loo emphasized the importance of patience, passion, and eagerness to learn.
“The car industry isn’t just about selling cars – it’s about building genuine relationships,” the veteran automotive executive said. “Work with integrity, dedication, and a sincere intention to help customers. Be present, step up to difficult tasks, and become one of the reasons people grow and improve in what they do – success will follow.”
Given Gina Loo’s meteoric rise up the ranks, some things really are worth the wait.
