Sales numbers and empowering words make Jonalyn Pineda Lim the poster girl for women power in auto dealerships
“Like all Toyotas, matibay ang kababaihan (women are strong).”
Jonalyn Pineda Lim, 54, the president and CEO of Toyota dealerships in Pasig and Shaw, doesn’t beat around the bush when asked what she thinks of women in the business of selling cars.
“Any woman who shows up daily with courage and drive to be better is successful in my eyes,” she stressed.
Jonalyn proudly represents the emergent force of women in the upper echelons of what has been traditionally perceived as a male-dominated industry. And she’s in that ideal position of influence, leading one of the top performing dealerships of a brand that holds 50 percent of the car market in the Philippines.
Her Toyota Pasig bagged the highest recognition in 2022 as Toyota Motor Philippines’ dealer of the year in the large division category. Previously, the dealership had turned in the highest sales volumes among all Toyota dealers for seven straight years (2012 to 2018), averaging over 500 unit sales a month in that stretch, peaking in 2016 when it was selling an average of 740 Toyotas monthly, and eventually setting a record of 8,888 units sold that year.
Such remarkable numbers certainly help bust the stereotype of the “weak woman.” Strong words also do their part. In the Toyota Dealers Association of the Philippines’ 30th Anniversary Coffee Table Book published in 2022, Jonalyn, a graduate of Miriam College (formerly Maryknoll) with a bachelor of arts degree in communication, expressed in no uncertain terms the glass ceiling that women in the auto industry have had to shatter time and time again, and that she makes sure no such limits exist in her dealerships.
She wrote: “In the male-dominated automotive world, hardcore traditionalists may find it surprising—even questionable—to see women behind the wheels. The metaphor isn’t lost on the road. Some men even dismiss female drivers as less skilled, second-class citizens who have no right to drive, much less be in possession of their own vehicles.
“Reality, however, has proven that hard work, passion, commitment and experience—the secrets to success—know no gender. Men and women can both lead an organization to greater heights. That said, I am honored and proud to say that as president and chief executive officer of Toyota Shaw and Toyota Pasig, we are among the first organizations to recognize that there is space for women leaders in an industry almost exclusively ruled by men.
“Our experience is a concrete example that, given the opportunity, women behind the wheels can very well lead a business throughout labyrinthine passageways crammed with roadblocks, potholes, humps and all manner of obstructions.”
Walk the talk
Jonalyn believes that her actions, more than her words, inspire the workforce to be at their best.
“As the person at the helm, I go for this towards collective (team) mastery. (It’s) the ripple effect. Your employees know if you walk the talk or if you practice what you preach. Credibility is the sure way to influence them towards your goal of a growth mindset,” Jonalyn explained.
“I always remind myself that I cannot demand from my team what I cannot do myself. It all starts from me—the dedication, the discipline, the resolve, the grit, even the fun.”
Jonalyn also actively seeks time and space to “recharge,” in a manner of speaking. She reads, swims, and even practices transcendental meditation (for over 15 years). She fasts. She’s into whole foods, and performs Qigong exercises.
Tree hugger
Despite being busy with her dealerships, Jonalyn finds time to lead the three foundations founded by her husband, Severino Lim. Those three foundations focus on environment, education and social services. “I am a tree-hugger,” she quipped.
“Our family believes in giving back to society. During the pandemic, we planted more than 5,000 hardwood trees in the forest park we are building.”
Jonalyn considers Severino, who currently stands as the dealerships’ chair, as her mentor, paving the way “for women like me to have a seat at the table.” Severino was TDAP president in 2022.
Her family is also into real estate development, where she works in partnership with her husband.
Opening doors for others
Jonalyn said that her calling “is to open doors for others—to train the next leaders of our companies.”
She said, “I am proud to say that the (members of the) management team in our company are all homegrown—20 years plus with us. The culture to be excellent, to be better, is ingrained.”
‘Kaizen’
Needless to say, dealing in a brand that’s a global leader carries both benefits, and responsibilities. “We are privileged to be part of a global brand which navigates the future for us. As a dealer, we do our best to be worthy of this by having a kaizen, ‘continuous improvement’ mindset in all areas of operation.”
In what she describes as her team’s continuous effort to “strive to be better,” employee satisfaction is top priority. “A fun and happy work environment is equally important. We continuously find ways to also delight our team.”
Always staying curious, Jonalyn maintains that she remains a student of the business. “I believe that no one has figured it all out. So, I stay curious. I learn and unlearn. I seek and listen. I remain open so the business can improve, be better. This is how we collaborate with our team, business partners and customers.”
Well-attuned to industry demands
Jonalyn’s story of triumph comes in time for International Women’s Month. Here are more of her insights and her life story, in her own words, as printed in the TDAP 30th anniversary coffee table book:
“Why are women so well attuned to steering through the intricate demands of an enterprise in a male-dominated industry? Simply because our nature dictates us to respond with compassion. We are warm and empathetic. We listen intently to what others have to say and we are instinctively sensitive to the needs of the people.
“We ask what else we can provide them with genuine concern. We are fine tuned to be meticulous in everything that we do. We look hard into the details. We spot the finer, least imperceptible elements. Our brains are wired to multitask with ease and efficiency. And most of all, we have such a strong sense of love for life. Indeed, time and again, women have proven that they can excel in their game in whatever field of endeavor.
“The potential and power of women in the workforce were not lost on my husband, Severino Lim, who founded Toyota Shaw in 1989. We are so fortunate to have a visionary chairman who created a work environment where individuals enjoy the equal opportunity to learn, sharpen their skill and thrive as well-rounded individuals. In us, he saw the next generation of leaders and partners who have the enormous capacity and talent to move the organization forward.
“As our chairman predicted, there would be more Toyota dealers and that the network would grow even larger across the islands. ‘Toyota would become not just a brand,’ he said, ‘but a companion of every customer’s life journey.’”
“His faith in Toyota was his inspiration when he established the business in 1993. Toyota Pasig is one of the first Toyota dealers in the country. He said he wanted a dealership that would put greater focus on the quality of service it provides customers the Toyota way. As a business hub, Pasig back then was just beginning to come around. Despite this, he saw the area as a strategic location for a fledgling business. Indeed, in a short span of time, Shaw Boulevard became a robust location surrounded by businesses and residential communities.
“Over the years, my husband taught me the ropes of the business. Together, we overcame many challenges and achieved many triumphs. And I am deeply proud to have been mentored by him. Even today, he continuously guides me—teaching me, challenging me and inspiring me increasingly to achieve my full potential.”
