Marilao, Nueva Ecija, Tarlac dealerships take top honors at 2025 Toyota Dealer Conference
Toyota Motor Philippines (TMP) recently named its top-performing dealers for 2024 during its annual Dealer Conference.
This is on the back of yet another banner performance by the country’s largest automaker. Amid a record-breaking 467,252 cars sold last year, TMP sold 218,019 units or around 46.7 percent of the Philippine automotive market.
Taking home the prestigious President’s Value Chain Award was Toyota Marilao of the illustrious Oben Group, while the equally eminent President’s Customer Satisfaction Cup of Excellence Award went to Toyota Nueva Ecija of the renowned JBT Group.
Toyota Marilao was also the Champion in the President’s Award of Excellence Large Business Division, followed by Toyota San Fernando of the JBT Group and Toyota Pasig. Meanwhile, Toyota Nueva Ecija got the number-one spot in the Medium Business Division, with Toyota Silang as 1st Runner-Up and fellow Oben Group dealer Toyota North EDSA as 2nd Runner-Up.
Finally, all awards in the Small Business Division went to the JBT Group – Toyota Tarlac was named Champion, with Toyota Subic and Toyota Plaridel rounding out the podium. TMP also recognized its best-performing team members for 2024 in the Toyota Outstanding Performers in Sales and Service (TOPS) Awards.
This year’s TOPS Elite Club Members include Richard Amanse of Toyota Quezon Avenue, Janine Mendoza of Toyota North EDSA, Aldrin Garcia and Ivy Latosquin of Toyota Marilao and Marvin Aloria of Toyota Batangas City.
Meanwhile, Ramil Tantay of Toyota Marilao was named TOPS Finest Marketing Professional of the Year, with Vladimir Yutuc of Toyota Tarlac being awarded TOPS Finest General Job Service Advisor of the Year. Finally, Ma. Precious Castro of Toyota Isabela took home the TOPS Finest Body and Paint Service Advisor of the Year award.
“2024 was indeed a year of challenges and we overcame it all through your hard work and dedication,” said TMP president Masando Hashimoto in a speech.
“As we step into 2025, we do so with gratitude for our continuous partnership, and we are very excited for the road ahead,” he added.
Tradition of success
Despite having several TMP awards under his belt as president of the Oben Group, Toyota Marilao president Cosco Oben said he didn’t expect to take home the top honors this year because of how increasingly challenging the judging criteria have become.
“At the same time, I was hopeful because I know the dedication of our team,” he told Inquirer Motoring in an exclusive interview.
“Our leaders are deeply involved in the details of our operations and our team members take pride in their work,” Oben added. “They understand Toyota Marilao’s goals and consistently put in the effort to achieve them. This recognition is a testament to their commitment, passion and happiness in what they do.”
Toyota Marilao was founded on March 18, 2023 and serves as the first provincial venture of the Oben Group, which also handles Toyota Balintawak, Toyota Otis, Toyota North EDSA and Toyota San Jose Del Monte. Oben said they started with just 86 employees, many of whom were from the group’s other dealers.
“This blend of leadership and homegrown talent played a crucial role in the shaping who we are today,” Oben added. “After 11 years, our team members have grown to 312-strong with six Dealer of the Year awards.”
Back-to-back win
Meanwhile, Toyota Nueva Ecija executive vice president Ivy Tan said winning the President’s Customer Satisfaction Cup of Excellence Award for the second consecutive year was a true collective effort.
“When we were called to receive the awards on behalf of the entire team, I shared with everyone, ‘If there is hard-earned money, this one is a hard-earned trophy,’” she told Inquirer Motoring in an exclusive interview.
“Ultimately, what matters most is not the award itself, but the happiness and satisfaction of our customers, team members and top management,” Tan added. “This recognition is just a bonus – the trust and relationships we’ve built along the way are what truly matter.”
Toyota Nueva Ecija was officially inaugurated on Jan. 18, 2019. Other dealers under the JBT Group include Toyota San Fernando, Toyota Plaridel, Toyota Isabela, Toyota Tarlac, Toyota Tugegarao and Toyota Subic.
A stronger 2025
Oben said Toyota dealerships like Toyota Marilao will continue to uphold Toyota’s values of Quality, Durability and Reliability to maintain its standing as market leader, especially with the local car industry expected to grow by 9 percent in 2025.
“Toyota remains steadfast in leading across the majority of the segments, driven by two key strengths – product power and sales team power,” he said. “With Toyota being the leader in electrified vehicles, the public can expect more of these vehicles to be introduced soon to cater to the growing market for these cars.”
Meanwhile, Tan said the Tamaraw light-commercial vehicle, which officially returned to the Philippine market last December 2024, is expected to continue the legacy of its much-beloved predecessor.
“It plays a key role in boosting micro, small and medium enterprises by providing the perfect solution to help businesses grow faster and more efficiently,” she said. “Additionally, it offers a variety of body configurations to suit different needs and applications, while remaining affordable through flexible payment plans.”
Congratulations to all TMP dealers and team members for your great work in 2024!
