Motoring 2014: Toyota spurs PH motorization

TOYOTA Motor PH president Michinobu Sugata, the driving force behind TMP’s phenomenal performance, with the Vios race car

TO SAY that Toyota continues to grow amidst a more competitive market is one thing. But what’s more noteworthy is the rate at which the country’s biggest car maker has leaped in terms of number of cars sold. For the first 11 months of the year, Toyota sold 96,787 units—41 percent more compared to the same period a year ago of 68,611.

Accounting for the lion’s share of the market to date, Toyota is definitely instrumental in propelling the country to a much-awaited era of motorization, an economic indicator that positively measures the buying power of Filipinos while encouraging the local automotive industry to expand domestic production.

“We at Toyota Motors Philippines (TMP) have enjoyed a tremendous leap from the 2013’s performance brought about by the continued strong demand of our vehicles throughout this year. Even before the year ends, we expect to break the 100,000 sales mark for the first time in history, which would set a new standard in the automotive industry,” said TMP President Michinobu Sugata.

Even before the fourth quarter of the month started, Toyota has already surpassed its full 2013 sales performance—a true testament of trust to a brand which has become the best selling car name in the country for years.

At the start of the year, TMP was ranked 18th among countries that sell Toyota in vehicle sales globally. After 11 months, Toyota Philippines had improved to 16th, overtaking Malaysia by more than 4,400 units. If the rate at which car sales continue to spike, this ranking may further improve.

Helping Toyota keep its crown in the sales department are new models launched this year. There’s the All New Corolla Altis, launched in January, which to date sold 5,246 units (#1 in its segment); and the New Innova, launched in February, which has so far tallied 14,479 units (#1 in its segment).

Also launched in February this year is the New Wigo, which has so far recorded 8,322 in sales (#1 in its segment since July 2014); while the All New Yaris with 1,022 units sold.

Vios sales rule

“This record-breaking run could be mainly attributed to the continued robust sales of the best-selling car in the country, the locally assembled Toyota Vios, garnering a year-to-date sales of 23,725 units,” Sugata said.

Other car models also continued to bring in sales for Toyota: Altis, which has sold 5,246 units so far; Innova, 14,479; and Fortuner, 16,522 units.

In 2014, four Toyota dealerships opened, bringing to 45 the total number of dealership locations, including Lexus Manila. The new branches are Toyota Taytay Rizal (which opened in June 6), Toyota Puerto Princesa (June 10), and Toyota Tagbilaran (Nov. 21). Toyota Alabang re-opened in Sept. 15 in a bigger showroom.

Sugata said: “As we close this year and move forward to 2015, there’s a lot more to look forward to. January will be dedicated to our much-anticipated annual media thanksgiving, and in March, we are all set to kick start the second year of the Vios Cup. You can expect an additional leg to be staged and new faces to participate in the biggest motorsports festival in the country. It will definitely be a bigger and better waku-doki season for the much-acclaimed One Make Race.”