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Sherwin Chua-Lim

Sherwin Chua-Lim was a sales fieldman when he first joined <a href="https://www.instagram.com/toyotamotorph/" rel="noopener noreferrer" target="_blank">Toyota Motor Philippines</a> more than 30 years ago. Today, he is the Senior Vice President of the Marketing Division. Sherwin attributes the company’s people-first culture for shaping him into the leader that he is today. “Toyota molds its team members. It cares for its people and it is also very evident that team work is a large part of our culture,” he says. “I enjoy what I’ve been doing, connecting our people with our partners.”<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1782744670561Sherwin Chua-Lim-FINAL.jpg" class="fr-fic fr-dib" style="width:430px;display:block;height:auto" width="430"/>Sherwin Chua-Lim, Senior Vice President-Marketing Division, Toyota Motor Philippines</div>As a top tier executive, Sherwin finds the most fulfillment in empowering his team to become the best versions of themselves. “I like to bring out their capabilities and creativity. I hope to carve out a legacy of shaping the next generation of leaders. I am guided through that process. ”He is also focused on maintaining customer satisfaction, explaining that, “if you take care of your team, you will also take care of customers. People drive the business.”The SVP regards people as the conduits of Toyota’s continued success in the Philippines. Their hard work and dedication fuel the brand’s promise to Move Your World. “In Toyota, there is a constant show of passion and love for the brand. We are also informed by the kaizen mindset which inspires continuous improvement.”Toyota is the industry leader among automakers present in the Philippines. In closing out 2025, they reported a 47.6% market share. This is not to say that their dominance is uncontested. “The auto industry is always changing. They are new players, with more choices. Competition is different,” observes Sherwin. “We are currently seeing a shift towards electrification. In the next five to 10 years, we can see the demand increase especially with the new players coming in and government initiatives being put into effect.”Within the Toyota offices, gemba, a Japanese word that directly translates to &quot;actual place or where work happens,&quot; informs how strategies are formed. Sherwin explains, “We will continue to offer products and services based on the needs of the market. We go to the source and get the facts. In other words, we listen to customers.” He understands that the Filipino customer holds high expectations from their trusted brands. “And that is why Toyota will continue to ensure that it provides the best customer experience through products and services. Loyalty is just a result.”Thirty years in, and Sherwin still goes to work each day filled with excitement, energy, and enthusiasm. “I’m excited about the future. It keeps me on my toes,” he intimates. “It’s the challenge of the ever-changing and evolving market.” Over the course of his tenure, he has helped to steer his team through economic crises, a worldwide pandemic, and changes in the socio-political landscape. “To be resilient, you must be agile,” he advises. “Adapt quickly. During the pandemic, for instance, we kickstarted several initiatives.”<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1782744817473Sherwin fam photo.jpg" class="fr-fic fr-dib" style="width:655px" width="655"/>Sherwin with wife Thess, and children Sophia and Sam </div>At the work place and even when he is with family, Sherwin inculcates the same values of discipline and integrity. “It’s about doing the right thing, the most appropriate path to take for the long term, not short term.” He constantly reminds his two children, Sophia and Sam, that nothing stays constant. “Challenge yourself always. Stay positive. Take these obstacles head on and find ways to improve.” These are the same words of wisdom he imparts and applies at the Toyota Motor Philippines office, a place we consider his second home.

For Toyota Motor Philippines’ Senior Vice President, Sherwin Chua-Lim, a people-first leadership approach, kaizen and gemba are the cornerstones of a stellar career.

For Toyota Motor Philippines’ Senior Vice President, Sherwin Chua-Lim, a people-first leadership approach, kaizen and gemba are the cornerstones of a stellar career.

Toyota's Sherwin Chua-Lim: Navigating The Future of The Automotive Industry

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Toyota's Sherwin Chua-Lim: Navigating The Future of The Automotive Industry

Bianca Salonga

Published June 29, 2026 11:07 PM PHT

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