On August 3, 1988, Toyota Motor Philippines (TMP) began its Philippine operations, offering just three models through a small dealer network. Yet this was under a new administration with the promise of a brighter tomorrow.
Today, TMP is the Philippines’ number one automaker and has been so for over 18 years. It has 18 consecutive Triple Crown trophies and continues to be the top choice for almost any vehicle purchase. As for its vehicle lineup, it has grown to over 78 variants comprising different nameplates to cater to a wide range of market segments.
Since 1988, TMP has sold around 1.78 million vehicles, with 380,000 of these proudly Philippine made. It has provided 55,000 jobs and has put in P64 billion worth of investments and paid P384 billion in taxes. In short, it has been a vital partner in nation building.
Yet Toyota’s 32nd anniversary is set against a rather interesting backdrop. We continue to be under threat from a virus that has no cure. Our healthcare system and economy are both under threat of collapsing. Yet TMP remains steadfast in its commitment to stay the course.
During the height of the pandemic, for instance, it lent out around 50 vehicles for use by frontliners to go to and from their places of duty. It likewise donated to various health institutions to help sustain frontliners. And it did all it could to keep its operations going while still looking after the health and safety of its team members and customers.
Apart from this, TMP remains optimistic that we will overcome these odds, that we will bounce back. Since June, it has launched 2 updated models, the Wigo and the Vios. The latter to keep the country’s best-selling nameplate fresh and give it more value for money.
It has also embarked on a new path, offering such services as KINTO One, a vehicle subscription program that allows Filipinos to easily get around with a reliable vehicle, minus the usual costs and strings attached. And Toyota Financial Services has been helping Filipinos easily acquire their dream Toyota through packages that suit their needs and budget.
And Toyota has been doing all these with the environment in mind. Besides its various coastal cleanup and mangrove planting activities, we all know TMP to be a leader in hybrid propulsion technology. It now offers a range of plug-in hybrid electric vehicle models such as the vaunted Prius and Prius C, and the Corolla Altis Hybrid.
So yes, times may be tough. Yet Toyota, through its Virtual celebration with Team Members and esteemed guests, shows us that it is up to the challenge. Here’s wishing everyone at Toyota Motor Philippines a Happy 32nd! More power!