Silver Jubilee: Toyota Motor Philippines Corporation celebrates 25 years

MANILA, Philippines - “Cars are not a mere means of mobility. They respond to the driver’s will.” – Akio Toyoda

Fitting words from Toyota Motor Corporation’s CEO as his company aims to continually develop cars that are representative of the buying public’s needs and wants. This quote, though in reference to the Toyota 86 sports car, seems to encapsulate Toyota Motor Philippines Corporation (TMP)’s success as they celebrated their 25th anniversary last week at a gathering of friends, media, industry executives, and business partners.

Toyota held the celebration to thank friends and stakeholders alike for 25 years of successful partnership and for their unwavering support to TMP’s business through the years. “The relationships we have built and the sense of purpose that has united us with our partners through the years has made our company’s existence meaningful and fulfilling. We share this happy day with all who have stood with us in our journey,” remarked TMP Chairman Dr. George S.K. Ty.

Incorporated on August 3, 1988, Toyota Motor Philippines is a joint venture between GT Capital Holdings, Inc. (51 percent), Toyota Motor Corporation (34 percent), and Mitsui & Company Limited (15 percent). It began sales and semi-knocked down operations at the refurbished Bicutan Plant in Paranaque City. In 1990, TMP was already the industry leader and on the very same year, started development of a 78-hectare property in Santa Rosa, Laguna, which would later become the home of Toyota in the Philippines. In 1994 and 1995, TMP registered their first Triple Crown Achievement (Best in Overall Vehicle Sales, Best in Passenger Car Sales, and Best in Commercial Vehicle Sales). After overcoming the effect of the Asian Financial Crisis in 1997, TMP bounced back in 2002, regaining the Triple Crown achievement, a feat it has kept ever since.

Today, Toyota Motor Philippines is the country’s undisputed leader with an annual sales figure of 65,396 units last year. With an 18-vehicle product line-up, TMP is aiming for 75,000 units sold this year led by the all-new Vios which was launched to the public last month. Coinciding with this increased demand, TMP has also upgraded its assembly plant to up production to 33,300 units annually. TMP has also sought to expand its nationwide dealership network to 36—16 in Metro Manila, 11 in Luzon, 6 in Visayas, and 3 in Mindanao.

In addition, Toyota Motor Philippines is taking an active role in the development of a new Philippine auto policy that is expected to attract investments for both auto manufacturers and parts makers. The company is preparing for a strengthened role in Asia-Pacific, as the Philippines is seen to become more competitive as an automotive manufacturing base upon its implementation.

Looking forward, TMP is preparing all aspects of its operations as well as its entire value chain for the long-awaited motorization in the Philippines. “We are meeting this pent-up market demand by expanding our production capacity while strengthening our localization efforts together with our valued suppliers in order to maximize the benefits of domestic production. We are also beefing up our dealer network to reach our customers nationwide, and we are upgrading our human resources to take our operations to greater heights,” shared TMP President Michinobu Sugata.

That night, as a highlight of Toyota Motor Philippines’s silver jubilee, the company reaffirmed its commitment as the Philippines’s partner in nation-building. TMP announced a donation of P25 Million to its social and humanitarian arm, Toyota Motor Philippines Foundation (TMPF). This money will be appropriated for the Toyota Motor Philippines School of Technology (TMP Tech), which will start its operations in September of this year. TMP Tech is a world-class technical school which aims to produce highly skilled automotive technicians to serve Toyota’s local and global network.

Capping off Toyota Motor Philippines’s 25th anniversary, the company will be holding a week-long expo dubbed, “The World of Toyota Motor Show” at the World Trade Center in Pasay City. The expo, which will kick off on Saturday, August 10 and will run until Sunday, August 18, will showcase the past, present, and future of TMP. Among the cars expected to be displayed at the show include Toyota first production sports car, the Sports 800; the iconic 2000GT; and even the V12-powered Century. The World of Toyota Motor Show will also showcase the FCV-R and LF-LC Concept Car as well as the FJ Cruiser which is reportedly being considered for local sale. Tickets for The World of Toyota cost P25 and can be bought at the venue.