Toyota celebrates achievements of past decade with motoring media

Automotive industry players traditionally organize a big year-end thanksgiving party for the motoring media, complete with exciting games, raffle prizes, and a live band.

This time, Toyota Motor Philippines Corp. (TMP) bucked tradition by organizing a subdued event on Jan. 27 in deference to the disaster caused by Taal Volcano’s eruption.

Instead of games, contests and the raffling of extravagant prizes, TMP held a quiet buffet dinner highlighted by the donation of P2-million for the Batangas province residents, farmers, and families displaced by the volcano’s explosion.

The P2-million donation was given on behalf of the motoring media, who willingly forfeited the raffle prizes and other thanksgiving party goodies.

Addressing the journalists before proposing a toast to the New Year, TMP Chairman Alfred Ty said there was reason to celebrate what had been accomplished together in the past decade.

140 PERCENT GROWTH IN 10 YEARS. He pointed out that in the decade just ended, the Philippine automotive market grew by 140 percent to 410,000 units in 2019.

The last 10 years tested the industry’s resilience, he said, but at the same time we saw trends of technological advancements not only in cars, but also in the way we communicate.

Ty reiterated that the industry owes its growth to the support given by motoring journalists. “Your honest reviews and stories, as well as the discussion forums generated by your articles, motivate us to do better every day,” he claimed, and for this he expressed his deepest thanks to all present.

TMP’s sales of 162,011 units in 2019, and market share of 39.5 percent for the year, he averred, was the result of the company’s beefed-up efforts to stimulate the market through various customer service and value-added activities.

By posting sales of 162,011 units 2019, TMP bagged the coveted Triple Crown Award for the 18th consecutive year as the number one brand in passenger car sales, commercial vehicle sales, and overall sales.

INDUSTRY LEADER’S RESPONSIBILITY. TMP recognizes the significance of its responsibility as the industry leader and as such, its role to drive the industry back to sustainable growth, Ty declared.

He cited what TMP has accomplished in the past decade:

1) Furthered its commitment to the development of the local automotive industry by producing in its Sta. Rosa manufacturing plant 54,028 of the 162,011 vehicles it sold in 2019;

2) Stayed on track to deliver its commitment under the Comprehensive Automotive Reform Strategy (CARS) program by maintaining its locally assembled flagship passenger car and CARS entry, the Vios, as the country’s best-selling vehicle with 33,181 units sold in 2019;

3) Continued to be the country’s solid partner in nation-building by having paid a cumulative total of P384.3 billion in duties and taxes since the start of TMP’s operations;

4) Despite the downturn of 2018, when total vehicle sales plunged 16 percent compared to 2017, TMP maintained its workforce of 2,195 Filipinos, on top of thousands employed by its nationwide network of 71 dealers.

CAUTIOUS OPTIMISM FOR 2020. Looking forward, Ty said that with its 2019 momentum, TMP approaches the year 2020 with cautious optimism.

While experts expect an economic rebound in 2020 with the Philippine economy growing at a faster pace backed by government spending, better inflation rates, and monetary settings, Ty projected a modest, single-digit growth for the automotive market in the first half.

But, as in the past, Toyota remains optimistic for a stronger second semester, he added. “Toyota will lead the transformation towards the future of mobility, while enriching lives with the safest and most responsible ways of moving people.”

Before concluding, the TMP chairman requested everyone present to continue inspiring everyone with positive stories to highlight the automotive industry’s positive contribution to the country.

Then, Ty followed with a second request: show the real meaning of Filipino hospitality to TMP’s new president, Atsuhiro Okamoto, who will assume the top post after a ceremonial turnover later this month.

The Toyota chairman’s get-together with the motoring media ended on a cheerful note with glasses raised in a joint toast to a more prosperous 2020.