FROM MEDICINE TO MOBILITY
Katherine Ivy Felipe Tan, known to most as simply Ivy, started her professional career not in a car showroom, but in a hospital. A medical doctor and pharmacist by profession, Ivy practiced in Singapore both at National Healthcare Group Polyclinic and Tan Tock Seng Hospital, where discipline and precision were matters of life and death.
But sometime in 2013, this doctor received a different call. Her father asked her to help with the family business, changing her trajectory.
“I entered the automotive industry not as a doctor, but as someone who had to prove herself all over again,” Ivy recalled. “I knew respect would not be given automatically; it had to be earned. So I chose to listen before I led.”
That “clinical” approach has paid off. Now the president of Toyota Nueva Ecija (TNI), Ivy led the team to clinch the Toyota President’s Award of Excellence for the Medium Category for 2025. Ivy assumed her position as TNI president in August 2025, having previously served as its executive vice president.
TNI also won in 2019 and 2024 in the same category. Ivy described the Medium Category as extremely competitive.
“Even a point difference can change the outcome. This division is made up of medium-sized Toyota dealerships that perform at a high level. Everyone is strong and capable, so standing out and winning is not easy. It’s not enough to be good; you have to stay consistent every single day. Winning is not just about reaching sales targets; it means doing well across all aspects of operations all year round.
“Dominance in our primary market area through targeted marketing balanced with competitive pricing and promos, together with reliable maintenance and repair service, is all important in building strong relationships and customer loyalty. A faster service, a more personal approach, or an extra mile during every touchpoint can be what sets one dealership apart from the rest,” she said.
Despite Toyota’s massive market leadership, Ivy’s “prescription” for the team to run in tip-top shape is clear and very well understood: “Our success is not automatic just because of the Toyota name. We work hard every day to improve our processes, develop our team, and make sure every customer leaves the dealership satisfied and happy. Competing in the Medium Division is not just about meeting expectations, but going beyond them,” she said.
Ivy said the true X-factor of the dealership is the people. “Our greatest asset has always been, and will always be, our people. We achieved this because of all of us working as one. Because in the face of every challenge and uncertainty, one thing we never did was give up. Even if things were tough, we moved on, moved forward. That mindset, our faith in one another, our strong teamwork, and our commitment to our clients and our company are what brought us to where we are today and led us to victory,” she said.
‘Rice and shine’ market
Operating in the so-called “Rice Bowl of the Philippines,” Ivy and her team at Toyota Nueva Ecija understand that their customers—many of whom are farmers and small business owners—view a vehicle as a livelihood, not just a luxury. “They look for vehicles that are durable and practical. We’ve adjusted by offering flexible promos and service caravans for those who live far from the dealership,” she said.
She also observed that Nueva Ecija is also becoming “a busy business area,” and that most TNI customers work hard and think carefully before spending. Consequently, TNI offers “strong and reliable pickups for farm work, SUVs for families, and versatile vehicles that can be used both for business and personal use.
“We’ve also adjusted the way we serve our customers. We stay connected through chat, text, e-mail, and social media, so customers can reach us anytime. We provide service updates and conduct service caravans from time to time so that maintenance becomes more convenient, especially for those who live far from the dealership. We want our customers to feel that we understand their needs and that they can rely on us for the long term as one community,” Ivy said.
