With her petite 5’2” frame, Arevalo carries the huge responsibility of turning into reality Toyota’s vision of the future in the Philippines.
But she takes it all in stride. Which is no surprise, since Arevalo, who has been with TMP since it was two years old, had risen from the ranks, in the process knowing the company like the back of her hand.
Starting out as a member of the general administration division—a supplies custodian, motorpool dispatcher, telephone operator, and receptionist—Arevalo moved up to the human resources department, to her longest assignment in training and development. She eventually became vice president of HRD. Then she became first vice president for the corporate affairs group, overseeing corporate planning, corporate PR, government and industry affairs, and information systems.
She then took on work for the marketing division, her wealth of experience now including demand and supply, product planning, dealer development, customer relations, marketing services, and business reform. Then she became first vice president for brand and product management cluster.
In 2020, as the Covid-19 pandemic was radically changing the automotive landscape around the world, TMP put up its new mobility business division, with Arevalo at the forefront.
“It was one of the most challenging jobs we had to accomplish. We established the new division by moving many people from various functions. All divisions had to give up a fraction of their manpower, without any replacement, in order to support this bold move. In a matter of three months, the division was set up. The new mobility business division spun off as a 100-percent TMP subsidiary in 2022. The speed at which things happened for this setup has never before transpired in the history of TMP. We were definitely on overdrive during the pandemic,” Arevalo recalled.
A large part of TMP’s success as the country’s leading car manufacturer for many years running is due to the fact that men and women are given equal opportunities in the workplace. Arevalo said, “There is no gender-bias when it comes to work. In fact, the presence of women in our production lines further proves this statement. Aside from the talent and skills that women bring to the table, they make the working environment more nurturing, as people learn to become more sensitive. I did not really experience anything significant to make me feel that being a woman is a disadvantage in the auto industry. I can only cite memories of getting funny reactions from people I introduce myself to. When they learn I’m CEO of TMSPH, you’d hear ‘oohs and aahs.’
“TMP has, since its inception, promoted diversity in the workplace. Even 30 years back, we had several women in leadership and management positions. Now, we have more,” Arevalo observed.
Arevalo said the future looks even brighter for women in the mobility industry. “Women in general seem to be naturally hardwired to multi-task. I think God created us this way to perform certain unique roles. So, when the auto industry as we know it now transitions into more diverse facets of providing mobility for all, I am certain that women will play a big role. The sensitivity, nurturing, and intuitive traits of women will add much value to a more customer-centric mobility service industry.”
Cristina Fe ‘Tini’ Natividad Arevalo is President and CEO, Toyota Mobility Solutions Philippines Inc, former first vice president for brand and product management, Toyota Motor Philippines Inc,former first vice president, corporate affairs group, Toyota Motor Philippines Inc
