500,000 smiling customers in 19 years

Toyota Motor Philippines (TMP) now holds the distinction of being the first automobile manufacturer in the country to sell 500,000 units after 19 years of operation.

This significant milestone in TMP’s history was marked with cocktails and dinner last Thursday, October 11 at One Esplanade at the SM Mall of Asia, which featured a very meaningful presentation spotlighting the country’s top automobile company’s colorful history highlighting all its momentous ventures and achievements.

I feel privileged to have joined veteran journalist Al “Sir Paul” Mendoza, who’s now a motoring columnist of the Business Mirror, in participating in the program during the well-attended event. Our role was to put into fore how Toyota vehicles have always been part of our lives from the time the big body Corolla was introduced up to the current dominance of the compact Vios. I would have traced my relation with Toyota from the time the Toyopet was introduced in the country, but then that would be very revealing as to the length of my automobile-conscious existence.

The glittering event was a learning experience for many who were present just listening to its distinguished speakers like the gentle TMP president Hiroshi Ito, the youthful TMP vice-chairman Alfred Ty and the always flamboyant Toyota Motor Asia-Pacific vice president Vince Socco, one-time marketing top honcho of TMP. Many of us were made conscious that Toyota in the Philippines does not only mean having a wide array of 13 high-quality automotive products to choose from that would fit almost every imaginable transport or leisure need and budget in 26 outlets nationwide, Toyota Motor Philippines for the last 19 years also means 20 billion pesos of investment into the country, 70 billion pesos in duties and tax revenues for the government coffers, jobs for 12,000 Filipinos for the whole Toyota Group and in the last 10 years 3.5 billion US dollars generated from parts export.

In concluding his speech TMP president Ito-san said, “Toyota believes that it is not so much where we stand, but in what direction we are moving. Our dear customers, media friends and partners, Toyota will be there every step of the way to help you move forward.”

For his part, nattily dressed vice chair Alfred offered a toast saying, “Tonight we envision that every Toyota vehicle sold will see customers through their own milestones and help them realize their own dreams of a brighter future. Here’s to making that dream come true. Here is to moving forward with you.”

As part of the historic celebrations Toyota offers the 500K promo, which gives October customers the chance to win one of the five P500,000 rebates that will be raffled off on November 9, 2007.

The 500,000th Toyota customer was also acknowledged that evening. Ms. Carla Marie Bengzon won for herself P100,000 worth of gift certificates for Toyota parts and services for purchasing her all-new Vios 1.5G automatic at Toyota Otis last October 5, 2007. The prize was presented for TMPC earlier by Raymond Rodriguez, vice president for vehicle sales and Sherwin Chualim, national sales manager.

We missed Danny “Sir John” Isla, TMP’s first vice president for marketing during the “entertainment-filled cum food and booze-flowing” event. He was supposed to come straight from the airport after a trip to New Zealand but failed to do so due to an extended layover and unexpected roundabout route on his way back to the country. But he said he was there “in spirit” though not physically present. I take it that he was all “boozed-up” during his plane trip while wishing he was there during the monumental affair.

Congratulations to Toyota Motor Philippines for another significant milestone in its already achievement-studded and colorful existence in the country.

Dodge’s top-caliber entry-level premium compact

With a 2.0 liter engine packing a class-leading 158 horses inside its hood, CATS Motors launched last week the 2008 Dodge Caliber.

Chrysler refers to it as the premium 5-door compact entry-level vehicle that combines a sporty coupe-like profile with the strength, stance and functionality of an SUV.

Some of the innovative features of the Dodge Caliber not typically found on a compact automobile are a Chill Zone, which is a cooled-beverage storage bin that can hold up to four 20-oz. bottles, 60/40 split fold flat rear seats that can also be reclined, fold-flat passenger seat, illuminated cup holder rings, center armrest with hidden cell phone/MP3 player, MusicGate Power, a nine-speaker Boston Acoustics premium sound system with rear articulating speakers, to mention some.

Now, some of the safety features of the Dodge Caliber include anti-lock braking system (ABS), advanced multi-stage airbags, crumple zones, energy-absorbing steering column and front driver/passenger and side curtain airbags.

With CATS Motors president Felix Ang merrily enjoying a trip to Turkey, there was chairman Greg Yu, holding the fort during the luncheon launch of this new and exciting market offering held at the Chrysler Showroom, Pasong Tamo Ext. in Makati.

Another SUV variant from Mitsubishi

Mitsubishi Motors Philippines recently made its SUV line-up more formidable with the addition of the Outlander 2.4 GLS.

This new Outlander has a 2.4 liter, 4-cylinder double overhead cam (DOHC) MIVEC all aluminum engine with a registered power of 170Ps @ 6,000 rpm and 226 N-m of torque @ 4,100 rpm. An INVECS-III Continuously Variable Transmission with 6-speed Sportronic mode transforms the engine’s power thrust and it is also coupled to a multi-select four-wheel drive system where one can choose between 2WD, 4WD or 4WD Lock mode.

Having a slightly smaller engine and two cylinders less than its bigger brother the Outlander 3.0 V6 GLS Sport, this more affordable but with the same level of amenities Outlander 2.4 GLS has an SRP (Suggested Retail Price) of P1,440,000.

Isuzu Global D-MAX – a business and lifestyle vehicle

Just when quite a few motoring journalists were already wondering why the Isuzu Global D-MAX media test drive was much delayed, came the invite from Isuzu Philippines Corporation (IPC) media experts, Timmy Naval-de Leon and Ronald “Isuzu Joe” Baladad for a day-long event with the three-time Auto Focus “Pick-up of the Year – People’s Choice” awardee at the Midlands Golf Club in Tagaytay City dubbed as “Isuzu Global D-MAX Metal-to-the-Pedal Challenge”.

This time the test drive, which was made more interesting by way of a driving competition among the motoring media involving the D-MAX, came with a novel twist – the inclusion of a mountain bike challenge. IPC’s usual veering away from just the customary test drive, which was in the past marked by added local tourism promotions or environmental concerns, this time was demonstrated with the inclusion of a mountain bike competition to send a message that the award-winning and best-selling Global D-MAX is not just for commercial or business use but for lifestyle and youthful activities as well.

With the need to be in Tagaytay as early as seven-thirty in the morning, I decided to just come for lunch to cheer on my media peers. Being such a late-sleeper and finding waking up early in the morning an annoying chore, I had to miss on all the fun of participating in the event that offered very attractive cash prizes and valuable give-aways. If you don’t find the chance of winning P30,000 as a winning team with only three members or P18,000 for being first runner-up and P12,000 for coming in third, I don’t know what turns you on.

Aside from the desirable prizes, which actually included a mountain bike each for all three members of the winning team, the actual competition itself was so much fun. Aside from a quiz about the attributes of the D-MAX and some other mind-bending contests, one part of the driving competition that was designed by Business Mirror motoring editor and SPMJ first vice-president, Popong Andolong et al included driving the D-MAX through a route consisting of twists and turns and ups and downs while having a tumbler full of water glued to your pick-up’s hood with a marshal constantly taking notes on the amount of water spilled. The idea is to spill the least amount of water while negotiating a route that you have to take on a precise given time – come early and you get a demerit and similarly a demerit when you arrive at the finish line late.

Well, the mountain bike side of the competition, which was designed by decathlon enthusiast and top-notched motoring writer and Action and Fitness magazine editor Andy Leuterio was tough and was more designed to test the biking mettle and physique of the competitors. All those who took on the task of representing their team for that part of the contest were literally left “breathless”, what with the fabled up and down terrain of Tagaytay Highlands and Midlands.

Apart from the day-long of competitive fun, which saw the team of Top Gear editor and SPMJ founding Director Vernon Sarne, Top Gear contributing writer Paolo Subido and Sunshine TV’s cameraman Matt Mallari running away with the top purse, IPC also took the opportunity of introducing to the motoring media the 4x4 version of the Global D-MAX pick-up. Similarly like its 4x2 sibling, the new variant also offers a 3.0 liter common-rail direct-injection diesel engine with turbo intercooler. 4x4 enthusiasts better watch out for the official launch of this new D-MAX variant sometime before the end of the year when it would be available in all Isuzu outlets nationwide.

In capping the dual event, IPC corporate business vice president Art Balmadrid said, “We at Isuzu would like to thank our valued customers who have made the wise choice of driving a Global D-MAX. I would also like to invite those who have not yet driven a Global D-MAX to visit any of our dealerships nationwide and take it for a spin. I have full confidence that you will come to appreciate what made the Global D-MAX such a popular and successful pick-up not just in the Philippines but also around the world.”

Indeed the local automotive industry is getting busier, more vibrant and progressing by the day.

Happy Motoring!!!

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