We were privileged to get to chat with the president of the Toyota Dealers association, Jimmy Yaokasin, who generously shared his insights behind the brand’s sterling reputation and market leadership.
1. Toyota is one of the most respected brands in the country (and in the world). Some would say that makes it easy to sell. Yet the Philippines is one country that Toyota commands almost half the market, a market share much greater than in other countries. How would you attribute this to the collective work of the Toyota dealers in the Philippines?
Toyota’s strong market share in the Philippines is not simply because the brand is well known. The real reason is the strength of the Toyota dealer network across the country.
Our dealers have spent decades investing in customer trust, service capability, and long-term relationships with Filipino motorists.
Whether you buy a Toyota in Manila, Cebu, Davao or Tacloban we aim to give you the same excellent customer experience and this is brought about by the numerous trainings, systems and shared good practices of dealerships around the country .
For many customers, owning a Toyota is not just about buying a vehicle — it is about the confidence that wherever they go, there is a dealership ready to support them with parts, service, and trained technicians.
Another key factor is the close partnership between Toyota Motor Philippines and the dealer network. Dealers are not just retail outlets; we are partners in understanding the market, serving our communities, and continuously improving the ownership experience.
Dealers focus on long-term relationships, not one time sales. Many customers become multi-generational owners buying their second , third or fourth car; from grandparents to their parents and now the millennial/Gen Z buyers.
This level of relationship is built daily by the service advisors, the technicians and front-line staff in every dealership and the customers reciprocate to this relationship by being loyal to the brand.
Ultimately, Toyota’s leadership in the Philippines reflects the collective discipline, professionalism, and commitment of our dealers and their team in serving the clients excellently for generations.
A key factor is the close partnership between Toyota Motor Philippines and the dealer network. Dealers are not just retail outlets; we are partners in understanding the market, serving our communities, and continously improving the ownership experience. – Jimmy Yaokasin, Toyota Dealers Association President
2. Even with such a dominant industry position, doubtless there are challenges that even Toyota dealers face. Can you share what these challenges are and how Toyota dealers are responding to them?
Even with Toyota’s strong position, our dealers face several important challenges. First is the rapid transformation of the automotive industry. The shift toward electrified vehicles and new technologies requires continuous investment in technician training, equipment, and customer education which the dealerships are invested in.
Second is the changing behavior of customers. Buyers today are much more informed and digitally connected. Dealers are responding by improving online engagement, digital sales processes, and overall customer experience.
Third is increasing competition, particularly with many new brands entering the Philippine market. Competition is healthy and it compels all of us to continuously raise our standards.
Despite these challenges, Toyota dealers remain focused on what has always been our strength which is delivering reliability, strong after sales support and a trusted ownership experience for our customers.
3. Moving forward this turbulent 2026, what is the general outlook for the Philippine automotive industry in general and Toyota dealers in particular?
The automotive industry globally is going through a period of transformation. However, we remain optimistic about the long-term outlook of the Philippine market. 2026 is expected to be both challenging and promising.
On one hand , the automotive industry continues to experience disruption, from electrification to shifting supply chain and with the world in turmoil, there is economic uncertainty.
On the other hand, vehicle ownership in the country per capita is still relatively low compared with other markets in the region, which means there is significant room for growth amidst a growing middle class as the economy expands and infrastructure improves.
We are also seeing growing interest in electrified vehicles, particularly hybrids, which offer improved fuel efficiency while still being practical taking into account the very limited electrification infrastructure in the Philippines today. This positions Toyota very well considering its long leadership in hybrid technology.
Toyota dealers in the Philippines have long proven its resilience and adaptability. This strong dealer network has withstood earthquakes and typhoons and floods and have always managed to adapt and navigate successfully through difficult periods. Our focus moving forward is simple: continue investing in people, technology, and customer experience so that we remain ready to serve Filipino motorists in an evolving mobility landscape.
At the end of the day, the strength of Toyota in the Philippines comes down to trust — trust built by our dealers, our employees, and the millions of customers who continue to choose Toyota year after year.
