The Vios Cup’s ultimate goal

It was only after her appointment as Toyota Motor Philippines’ (TMP) first vice president for Brand and Product Planning Cluster last January that Cristina “Tini” Arevalo started to become a familiar face at TMP public events.

At the Vios Cup Season 5 Race 2 in Filinvest Alabang last Sunday, Arevalo was seen hurrying to and fro, checking on details and attending to problems like a temporary power failure in the VIP tent where TMP execs led by president Satoru Suzuki, dealers, and the motoring media congregated to watch the race on a giant CCTV screen.

Arevalo took time out after the awarding ceremony that evening to answer questions sent by the Inquirer regarding the Vios Cup.

In your new designation, what role do you play in the Vios Cup program?

As head of the Brand and Product Planning Cluster, it is my responsibility to build the image of all Toyota models through various marketing campaigns, and one of these is the Vios Cup.

How does the Vios Cup work as part of TMP’s overall marketing strategy?

The Vios Cup aims to highlight motor sport at grassroots level. It has been designed for non-professionals, making it a platform for first-time racers.

Its ultimate goal is to showcase the quality, durability, and reliability of the Vios model, that it is not only a practical car, but also has the potential to be a powerful vehicle.

Has attendance at the Vios Cup increased every year since its launch in 2013? Or was there a year when the number of spectators decreased?

(The number of) spectators of the Vios Cup has been relatively stable since its launch in 2013.

We noticed, though, that the number of spectators double whenever the Vios Cup is held in Metro Manila, due to accessibility to more people, compared to holding it at Clark International Speedway. At Clark, it’s around 8,000; in Metro Manila, from 17,000 to 20,000. This is the cumulative count of visitors for two days (qualifying race on Day 1 and official race on Day 2.)

Why did TMP provide other attractions for Vios Cup spectators in 2017, such as a mini arcade, a skid cart space, bungee trampoline, inflatable mountain climb and a selfie park? Was it because attendance declined in 2016?

The Vios Cup is a family affair. We want to provide alternative activities for the children while their parents enjoy the race. The additional attractions reflect Toyota’s commitment to continuous improvement in everything we do.

Have retail sales of the Vios increased as a direct result of the Vios Cup?

It is difficult to say whether Vios sales increased as a direct result of the Vios Cup, with the event appealing only to a niche market.

What steps has TMP taken to ensure the safety of drivers and spectators in the Vios Cup?

Toyota Motor Philippines takes safety very seriously as this is our number one priority in all our events. We make sure that our drivers, spectators, and our guests are always safe during our Vios Cup Race weekend.

TMP strictly follows all AAP (Automobile Association Philippines) and FIA (Federation Internationale de l’Automobile) race safety regulations for our drivers, race cars, and race track setup.

We have an emergency response unit on standby during the Vios Cup weekend ready to take action should the need arise on and off the track.

Is the Vios Cup a regional motor sport program in Southeast Asia? If so, when and where will the regional championship race take place and what are the qualifications for participation for Vios Cup drivers of the Philippines?

As Toyota would like to further reinforce itself as a fun and exciting brand, the region encourages the different markets to create and develop their own racing activities under the Toyota Gazoo racing program.

Currently, the Philippines, Malaysia and Thailand have their respective racing programs. As of now, Toyota is still studying the feasibility of having a regional event where all markets can participate.