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Meet the man synonymous with Toyota Region 7 (Cebu)

Meet Jess Cuenco, a car dealer passionate about the brand

Jess Cuenco is the one responsible for bringing Toyota to Cebu. PHOTO BY PATTY MORATO-ROA

There was a moment in automotive history when Toyota cars were temporarily unavailable on our Philippine shores.

And even when dealerships were finally popping up like mushrooms in Metro Manila, other parts of the archipelago were left wanting. That would be until Jess Cuenco, president of Toyota Region 7, established the very first Toyota dealership outside of Metro Manila.

A brief lunch with a legend in his own right, has him recalling the uncertain beginnings of putting up the first dealership outside of the nation’s capital. The result is nothing short of a long-standing relationship, solidified through the years. Cuenco shares his story of how one of the most trusted car brands in the world, put that same level of trust in him.

The humble beginnings of Toyota Motor Philippines. PHOTOS FROM VINCE S. SOCCO

Cuenco sets us back to the days of Martial Law where there were only about three car companies available to Filipino consumers. It was after the EDSA Revolution that Toyota Japan was finally able to reclaim a position in the market.

When previously the Japanese company had appointed one general sales agent for all Toyota cars in the Philippines, the company reapplied as Toyota Motor Corporation in partnership with Metrobank to abide by the 60/40 ownership rule.

To simplify the setup, Toyota Motor Philippines filed for a renewable franchise with Toyota Japan, which allowed the appointment of multiple dealerships in the country. And it was all systems go from there onward.

The most popular unit of TMP back in the '90s was a red 'Big Body' Corolla. PHOTO FROM TOYOTA

The proliferation of Toyota dealerships was concentrated only in Metro Manila back in the early ’90s. “Filipinos were really hungry for Toyota cars, so the first models they brought in were the Corolla and the Crown,” according to Cuenco.

And here’s some trivia for you: The most popular unit back then was none other than the Corolla—in red, “because of the Chinese market,” he recalls.

It was upon the recommendation of the late Metrobank chairman George Ty to the then president of Toyota Japan to start receiving applications for provincial locations.

“I recall there were many applicants for Region 7,” Cuenco says. “The big names. There was the group of Aboitiz, the Gaisanos…all the big names wanted to get a franchise. But in their assessment, they wanted to choose a group that would manage it like a family business. So they chose us. Apparently, my brother and I, we passed the criteria. We became the very first Toyota dealership outside of Metro Manila.”

The Liteace was one of those volume sellers for Toyota Cebu back in the day. PHOTO FROM TOYOTA

To be more specific, Cuenco was the seventh dealer appointed, and the very first dealer outside of the capital.

Toyota Region 7 covers all of Cebu, Bohol, Negros Oriental, and Siquijor. Cuenco remembers: “We had to rush the construction because we also wanted to ride on the popularity of the Corolla. When we opened in Cebu, Toyota specifically sent us—you guessed it—10 red Corollas.”

He adds: “I remember when the Liteace came out. We had an order of about 300 units—fully paid!”

The demand was so extreme that the unbelievable quantities were being questioned. Nonetheless, Toyota always delivered.

Today, Toyota Cebu is one of the most prolific dealerships outside of Luzon. PHOTO FROM TOYOTA CEBU

In times of untoward incidents like a bad typhoon that struck Cebu during the dealership’s first run, Toyota stepped in to financially support the employees through a monthlong power outage, which set them back in terms of sales.

“One thing about Toyota, they are very conscious of their name,” says Cuenco. And because of this, developing and strengthening a business relationship with the dealers is a top priority.

As in any relationship, it begins with trust. Cuenco narrates how he has gained the trust of the industry’s juggernaut in one short phrase: “The bottom line.”

This reveals the secret to Cuenco’s longevity in being a well-known and respected presence in the Toyota community. “We would not have lasted if we lost money, you know. At the end of the day, that’s what we are in business for.”

Knowing full well that Toyota runs a tight ship, Toyota Region 7 under Cuenco’s headship continues to make sure to meet and even exceed expectations. But as with the bottom line, Cuenco explains: “It’s not just about money. It’s also about relationships.”

Cuenco and his team will surely be part of Toyota’s history and are one of the reasons Toyota has been able to establish itself on our shores again and dominate.



Patty Morato-Roa

Patty had an early career as a TV and print model. She was also immersed in the motoring world at a young age having spent her childhood around annual car shows. She has worked as an editorial assistant, and dabbles in photography as well. She’s a wife of an avid motorcycle rider and a mom of two.



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