POWER OF POSITIVITY
Last year was tough for almost everybody in the Philippine car industry, which fell short of its 500,000-unit target.
The Chamber of Automotive Manufacturers of the Philippines Inc. (CAMPI) said all local carmakers sold 491,395 units in 2025, which is around 3.7 percent higher than the year before – this goes down to 463,646 units when the sales of non-CAMPI members like BYD Cars Philippines are removed.
Buyers were hesitant to splash their cash because of unfavorable economic conditions, such as the reimposition of excise taxes on pick-up trucks. Despite this, Toyota Motor Philippines (TMP) maintained its top spot in the local market, with the Oben Group once again bagging top honors for the Large Business Division at the recent TMP Dealer Conference.
Toyota Marilao, which is helmed by Oben Group president Cosco Oben, once again brought home the President’s Award of Excellence – Large Business Division. It 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.
“I was honestly surprised, as I wasn’t certain if Toyota Marilao would be given the Dealer of the Year Award again, especially for the sixth straight year,” Oben told Inquirer Mobility in an exclusive interview.
“At the same time, I am extremely grateful to TMP for consistently recognizing the hard work and dedication of Toyota Marilao,” he added. “This recognition truly belongs to the entire Toyota Marilao team. Every Team Member worked with discipline, unity, and shared purpose to achieve this milestone.”
Meanwhile, Joan Barcia of Toyota North EDSA was named 2025 Toyota Outstanding Performers – Finest Marketing Professional of the Year.
“I once again congratulate Toyota Marilao and our other Oben Group Dealers for working together and achieving many accomplishments in 2025, despite it being a particularly challenging year for the industry,” Oben said.
Positivity pays off
Oben said he attributes the success of Oben Group dealers to their positive work culture and a healthy competitive spirit that all of their team members nurture and protect.
“Over the years, we have carefully and consciously cultivated a culture grounded on discipline and accountability that requires consistency from leadership, including myself,” he said. “Our foundation has always been our Core Values, and I am grateful that our leaders and Team Members continue to embrace and embody them.”
Oben added that they are preparing for a more competitive 2026 by strengthening their much-lauded, people-centered management approach.
“We will continue building workplaces where our Team Members are engaged, empowered, and genuinely happy to serve, not only our external customers, but more importantly, one another,” he said. “We believe that the care, respect, and support we extend to our people and that they extend to each other, will always be reflected in the way we take care of our customers.”
Trust through thick and thin
Oben also said he believes that Filipinos will continue to buy Toyotas, despite looming fuel-price hikes and lackluster economic activity, because of their proven quality, reliability and resale value.
“Toyota vehicles maintain their value because of their proven engineering and long-term performance,” he said. “That gives customers confidence, because a Toyota is not just a purchase, but a long-term investment.”
Oben noted that TMP is adapting to changing market realities by responding to the clamor for electrified mobility. This includes hybrid-electric vehicle (HEV) variants of the ATIV, Yaris Cross, Corolla Altis, Corolla Cross, RAV4, Camry and Alphard.
“Toyota is launching four new electrified vehicles this year, in addition to the full EV bZ4X introduced last December,” he said. “This gives customers more fuel-efficient and environmentally responsible options without sacrificing reliability.”
In addition, Oben said TMP has always emphasized the value and importance of their people, in line with the world-renowned “Toyota Way.”
“Toyota Philippines network continues to invest not only in training, technology, and service capability, but also in creating an environment where our Team Members can perform at their best,” he said.
“When Team Members are well-equipped and well-supported, the quality of service naturally follows,” Oben added. “As such, customers are not only buying a vehicle but are entering into a long-term relationship supported by a nationwide service network built on competence, stability and trust.”
Given the Oben Group’s decades of experience and multi-award-winning sales performances, it seems set to take on whatever 2026 throws at it.
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