BRAND OF CHOICE
Nowadays, the automotive market is as dynamic as ever. The newest innovations and technologies are seemingly now the “name of the game”. Vehicle electrification is even at its pinnacle worldwide. And cars of today, with all their potential, seem to be limitless.
Yet, despite seeing how high mankind can fly and take himself up to the echelons of this advanced modern world—still— one thing remains true. Consumer demand, particularly in this capitalist world we live in, is the end all and be all of all things created. And here, the numbers don’t lie. Globally, Toyota is still number one with a whopping more than 10 million cars sold in 2025. Locally, the auto giant is leading the industry for almost three decades straight. It again even recorded another sales milestone with 229,447 vehicles sold last year, a 5.2-percent increase from 2024.
Now, in this sense, “limitless” as endearing as it may seem to be can be another word for “noise” or “clutter”.
While the rest of the industry is stuck with the seeming hubbub, Toyota focuses on what’s essential, what’s important in the car– like safety, ease and convenience in owning and using their cars.
“The company’s position as the market leader is secure,” Toyota Dealers Association of the Philippines (TDAP) president, Jimmy Yaokasin, said during an exclusive interview with Inquirer Motoring.
“Because of the quality of our products, and more importantly, the quality and accessibility of our after sales service, trade-in value, Filipinos time and time again choose Toyota,” he added.
Citing a legacy nameplate as example
Yaokasin even cited the successful sales performance of the Next Generation Tamaraw in 2025 as an example.
“The Tamaraw, for one, is a legacy brand of Toyota,” he shared.
Since the 1970s, the Toyota Tamaraw has been known as a tough, reliable, no-nonsense workhorse, built for the punishing environment here in the country, not to mention being bannered by a value-for-money proposition.
The durable and dependable ‘jeepney type’ early KF10 version with 3K inline-4 diesel engine earned a spot at the heart of the Filipino because of these characteristics.
In the 90s, it was the Toyota Tamaraw FX or “Kijang” in Indonesian, that was able to gain the trust and confidence of the local market. It was first introduced as a high side pickup in 1991 and a wagon in 1993. The vehicle was available either with a 1.5-liter 5K petrol engine, a 1.8-liter 7k petrol engine or 2.0-liter 2C diesel engine, all paired with a five-speed manual transmission. Its power ranged from 79hp to 68hp and topped at 125 to 130 kmh.
The Tamaraw FX was offered in the five-door long wheelbase wagon in either Standard, Deluxe or GL trim levels.
“This has helped in the choice of the customer today. They have loyalty since it has brought back so many memories of them growing up, of them starting their business,” he then stated.
“So, the Tamaraw is already a legacy brand, and it’s really a brand that the Filipino consumers have very fond memories of. We believe that was one of the reasons why it came out very strong upon its launch.”
The “comeback workhorse” sold 17,532 units in 2025.
Moreover, when asked about the official debut of the Tamaraw as a racing car this year, he replied, “This just proves that it is not only dependable, it’s not only durable, but it can also be fast. It can also be fun. It can also be a source of enjoyment for the Tamaraw owners.”
Knowing the market like the back of its hand
For decades, Toyota has been thriving in the local market and has, thus, navigated it like the back of its hand.
“During the recent dealer conference, Toyota Motor Philippines revealed to us the exciting vehicles that are set to be launched this 2026,” Yaokasin continued.
Among the many vehicles is the all-new Toyota Hilux, which has already drawn a lot of attention from industry circles, as well as loyal Toyota patrons.
The vehicle, from the photos revealed, exudes masculinity, practicality and that no nonsense functionality, thus continuing on the legacy of this famed workhorse.
Yaokasin further continued by also sharing that the newest RAV4 and Urban Cruiser are likewise in the pipeline, even highlighting the need of the market for hybrid vehicles for now.
“What may work in other markets, like the US and Europe, does not necessarily work here,” he said.
“We’re not yet ready for full electrics. There is a lot more work to be done, specifically our infrastructure.”
Thus, he highlighted the importance of offering choices to customers to meet their needs, hence Toyota’s Multi-pathway approach.
Toyota’s Multi-pathway approach is a strategy for “achieving global carbon neutrality by 2050 by offering a diverse range of powertrain solutions tailored to the regional infrastructure, energy sources and customer needs.”
For Toyota worldwide, they focus on a healthy variety of battery electric vehicles (BEVs), hydrogen fuel cells, hybrids (HEVs) and plug-in hybrids (PHEV), rather than a one-size-fits-all approach.
Making customers’ hearts flutter
Our discussion eventually steered to the topic regarding the various brands in the local market that now offer electrification and thus, aggressively marketing and selling their products.
“Well, some Filipinos may love the idea of trying something new and exciting,” he said.
In a nutshell, yes, the automotive world nowadays looks very bright and sophisticated.
But for practical reasons, the market has always just relied on things that have basically given them safety, convenience and reliability, which have been tried and proven over time. And this has been what Toyota has always been bringing to the table since time immemorial.
“What matters for Toyota is we always strive to make sure our customers are happy,” Yaokasin concluded.
