Toyota celebrates pandemic recovery
Ty-led Toyota Motor Philippines (TMP) had good reason to celebrate this year following its 2023 third quarter sales of 110,158 units, allowing the company to grab market leadership of almost 46 percent, leaving its closest rival with just barely 18 percent of the market, and the rest making do with single digit shares.
TMP, thus, shared the bounty by treating its top dealers with an incentive trip to a once in a lifetime, bucket list trip to Machu Picchu, Peru and capping the celebration in Tokyo, Japan in time for the Japan Mobility Show (JMS), which this year replaced the traditional Tokyo Motor Show and has a more inclusive theme of mobility for all.
TMP’s board of directors, which includes chairman Alfred Ty, vice chairman David Go, former executive secretary Salvador Medialdea, former Bangko Sentral ng Pilipinas governor Amando Tetangco, GT Capital Holdings Inc. chairman Vince Socco, GT Capital president Carmelo Maria Luza Bautista, and their respective wives also attended the JMS, accompanied by TMP president Atsuhiro Okamoto, and TMP SVPs Masando Hashimoto and Jose Atienza, all donning rubber shoes to view part of the exhibit at the humongous Tokyo Big Sight.
Former executive secretary Medialdea, however, was more in keeping with the JMS theme and brought his own mobility bike to tour some of the exhibit halls.
During the Toyota welcome dinner for TMP officials that included four of its past presidents, its dealers, and invited media representatives from the business section to print motoring reporters, as well as digital content creators, at the Happoen Garden, drinks flowed with red and white wine, and beer all served at the table, and hard drinks served upon request.
A celebratory mood prevailed with TMP chairman Alfred Ty and his beautiful and fashionable wife, Cherry Tan-Ty greeting guests and posing for pictures. TMP director Tetangco and his equally beautiful wife Elma also came by to greet media friends.
After dinner was served, Alfred thanked the loyal TMP dealers , which included Don Juan Miguel Oben and Rene So, for helping propel Toyota to pole position in market leadership, producing post pandemic recovery sales. Alfred further rallied TMP’s loyal dealers to work even harden and drive sales under Toyota Motor Corporation’s new IMV-O program which will offer more practical and customizable vehicles at lower price points to buyers.
TMP president Okamotosan was so pleased with this year’s performance that he even managed to ask the board of directors to increase his salary!
The JMS experience
Following the COVID pandemic that practically shutdown the entire world for three years and only started to normalize in late 2022, the usually biannual Tokyo Motor Show was finally able to resume this year, with a slight transformation to include the mobility theme and renamed as the Japan Mobility Show or JMS, and still held at the Tokyo Big Sight.
Despite its more inclusive theme, however, there was markedly less automotive companies participating, with most of the European and American brands noticeably absent.
Toyota exhibited its concept IMV-O line up, which can be described as having the same vehicle platform for different vehicle designs or models. This approach is enhanced by having different power plants which will include the Toyota hybrid system and EVs.
According to GT Capital chairman Vince Socco, this includes what will be the new customizable Tamaraw that can easily transform into a food truck, mobile retail space, or simply for leisure activities.
More importantly, Toyota had the unique strategy to focus on proven technology which emphasize reliability and long lasting vehicle design. Foremost is the future Toyota Land Cruiser with a retro design, but packed with innovative technology. It’s Land Cruiser 70, which is slightly modernized in its looks, uses the same vehicle technology that has been used for decades. Surely proven, with a history of reliability.
Toyota’s futuristic K car or mini van concept was unveiled with the “Kayoibako” model. This vehicle is part of the IMV-O program, which will use a variety of power plants from EV to hybrid, to normally aspirated engines. Packed with technology, and boosted by innovations from Toyota.
Lexus, on the other hand, wowed the media visitors with the unveiling of its futuristic and sexy LF-ZL and LF-ZC, a battery electric vehicle or BEV, very poised, with a class leading design.
Likewise, Lexus showed its off road vehicle concept, called H2, particularly, its innovative “non- flat” wheel designs. It is focused on off road capability, with tires that will absolutely never run flat, as air or other gasses are not part of its system.
The new Toyota design for its pick up truck will absolutely take the market by storm. Futuristic in design, but emphasizing a reliable and practical use focus, which will now include electric vehicle or hybrid technology.
Particularly new is the Toyota SUV steering wheel design, which mimics an aircraft steering yoke. It boast smaller steering radius and better steering accuracy, with paddles for gear changes. A design which probably evolved from Toyota’s racing experience.
The JMS showcases technology that is proven and reliable to those who are utterly futuristic. Examples were airships that look like personal flying drones for people and one that looked like a flying saucer.
EVs are showcased, but so are the hybrid systems which some deem as more reliable and practical.
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