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Danny Isla
Toyota Motor Philippines' marketing first vice president on selling cars, Jaworski and Arnaiz, Lexus and the Beatles
Photography by Angelo Perez
Where do you specifically attribute the popularity of the Toyota brand in the Philippines?
Toyota's popularity is a direct result of its product superiority, which is founded on technological advancements and innovation. Toyota is responsive to changes in customer needs and requirements. Toyota understands that the level of expectation among customers will continue to increase. This is the reason we now say that "There is no best, only better." We have to compete against ourselves in terms of innovative product lines and customer service standards to make sure that tomorrow is always better than today.
You came from Toyota's Alabang dealership. How different are the challenges within the central office from those you experienced at the showroom?
Dealership operation is a challenging task because it is here where you deal directly with the customers. The sales task is a critical component in the same vein as customer service is. Customer needs and complaints are directly addressed at the dealership level.
Distributor operations are complex as they involve planning for the total market, products, brand and all business aspects for the entire dealership network across the country. We have to ensure that all dealers adhere to common business principles and practices so that there is a consistent approach to customers.
You were originally in the used-car buy-and-sell business before you joined Toyota. What's the secret to selling cars?
Selling is an art. It demands personal interest and determination. It is not enough that you can convey the features of your products; you must tie them up to how they can address the customer's personal needs. Being a people person is an advantage. One must regard selling with pride before he can become effective. Integrity is also a virtue, especially in car-selling.
Do beautiful women make better car sales agents?
Beauty is an advantage, but it is not a necessity. A pretty face can command immediate attraction, but selling demands much more than that. Having said that, car buyers have different motivations when they purchase—if you know what I mean.
What happened to the Lexus project?
The Lexus business will be operational from next year. You can expect it to be an important milestone in the industry.
Who was cooler: Robert Jaworski or Francis Arnaiz?
The word 'cool' means different things. If cool is about performance, both were good players, though Jaworski outlasted Arnaiz in terms of longevity. Jaworski also went beyond sports, becoming a senator of the country and making himself known to people of all ages. Not much has been heard of Arnaiz since he left basketball.
If cool is about looks and popularity, Arnaiz probably had more female fans. Jaworski was one player whom you either loved or hated—there were no in-betweens.
If cool is about temper, Jaworski will not qualify.
You're famously a hardcore Beatles fan. If the Vios, the Altis, the Camry and the RAV4 were the Fab Four, which car would be which Beatle?
John Lennon would be the RAV4: multi-faceted in terms of talent and appeal. John had both the ruggedness of the RAV4 and its distinctive appeal to the elite. Unafraid to be different, undaunted by the competition. The RAV4's VVT-i engine in full throttle is like hearing Lennon's hoarse howling voice in 'Twist and Shout.'
Paul McCartney would definitely be the Camry: subdued in the midst of excellence, respectable, reliable. No intrigues—just a commanding presence. A fine car, a fine gentleman.
George Harrison would be the Altis: the quietest in the group. Simple and reserved like the Altis, George was a deep person who played an indispensable role in the product mix. By the same token, I can't imagine Toyota without the Corolla.
Ringo Starr would be the Vios: the smallest yet most popular member of the Beatles. Ringo received the most number of fan mail during the Beatles era. Like Ringo, the Vios is the most popular sedan in the country by the number of units sold.
Top Gear Philippines - July 2006
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